# How to Sell When the Prospect Thinks Your Price Is Unfair

Page: https://stenobird.com/podcast/sales-leadership-with-fexingo-quota-carriers-sales-managers-and-revenue-teams-7871713/how-to-sell-when-the-prospect-thinks-your-price-is-unfair
Text version: https://stenobird.com/podcast/sales-leadership-with-fexingo-quota-carriers-sales-managers-and-revenue-teams-7871713/how-to-sell-when-the-prospect-thinks-your-price-is-unfair.md
Podcast: [Sales Leadership with Fexingo: Quota Carriers, Sales Managers, and Revenue Teams](https://stenobird.com/podcast/sales-leadership-with-fexingo-quota-carriers-sales-managers-and-revenue-teams-7871713)
Published: 2026-07-07T06:01:02+00:00
Episode link: https://audio.fexingo.com/business/sales-leadership/episode-0098.mp3
Audio file: https://audio.fexingo.com/business/sales-leadership/episode-0098.mp3
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Duration seconds: 577

## Resource

Episode 98 of Sales Leadership tackles one of the trickiest objections in B2B sales: the prospect who claims your price isn't just too high, but fundamentally unfair. Lucas and Luna dissect a real-world scenario from a $2.3 million enterprise deal where the client's procurement director accused the rep of 'price gouging' because their competitor charged 40% less for a similar product. The hosts walk through the psychological distinction between price and fairness, why the anchoring effect and equity theory matter here, and a three-step reframe technique that turns a fairness attack into a value discussion. They also explore how to preemptively build perceived fairness into pricing conversations before objections arise. The episode draws on research from behavioral economist Dan Ariely and a case from a SaaS company that successfully neutralized a fairness challenge by shifting the comparison frame. Concrete phrases, timing strategies, and a tactical debrief for sales managers included. No fluff—just actionable psychology for quota carriers. #SalesLeadership #Business #FexingoBusiness #BusinessPodcast #SalesPsychology #PriceObjection #FairnessBias #EnterpriseSales #B2BSales #SalesStrategy #NegotiationTactics #BehavioralEconomics #DanAriely #EquityTheory #AnchoringEffect #ValueSelling #Procurement #SaaSsales Keep every episode free: buymeacoffee.com/fexingo

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