How to Handle "It's Too Expensive" in Healthcare & Medical Devices Sales
Expert framework for overcoming the "It's Too Expensive" objection in Healthcare sales. Proven 3-step method with industry-specific examples.
ScriptFly AI Team
Expert Sales Trainers
How to Handle "It's Too Expensive" in Healthcare & Medical Devices Sales
Every healthcare sales rep knows that moment of dread: you've just delivered a killer presentation, and then the prospect drops the dreaded price objection. Your heart sinks, but it doesn't have to be the end of the sale. In the high-stakes world of medical devices and healthcare solutions, price is never just about money—it's about value, risk, and patient outcomes.
Why Healthcare Prospects Say "It's Too Expensive"
In healthcare, every dollar is scrutinized. Budget constraints, complex procurement processes, and multiple decision-makers create a perfect storm of price sensitivity. Hospitals and medical practices aren't just buying a product—they're investing in patient care, institutional reputation, and long-term clinical effectiveness.
The Real Reasons Behind This Objection:
- Financial pressures from shrinking healthcare budgets
- Complex approval processes involving multiple stakeholders
- Fear of making a wrong investment that could impact patient care
- Limited understanding of the true long-term value of the solution
The Wrong Way to Respond (That Most Reps Do)
Most sales reps panic and immediately start discounting or apologizing. This approach screams desperation and undermines your value proposition. It tells the prospect that you don't truly believe in your solution.
Don't:
- ❌ Immediately offer a discount
- ❌ Become defensive about pricing
- ❌ Try to argue or prove they're wrong
- ❌ Apologize for your pricing
The 3-Step Framework That Actually Works
Step 1: Acknowledge Without Agreeing
You want to show empathy without conceding that your price is actually a problem. In healthcare, this means understanding their budgetary constraints while maintaining confidence in your solution's value.Example Response:
"I completely understand budget considerations are critical in healthcare. Our pricing is designed to deliver measurable patient care improvements that often offset the initial investment."
Step 2: Reframe the Conversation
Shift from cost to value. In medical devices and healthcare solutions, this means translating dollars into patient outcomes, efficiency gains, and long-term institutional benefits.Example Response:
"Let's look beyond the initial price. Our solution has been proven to reduce patient readmission rates by 22%, which translates to significant cost savings and improved patient care."
Step 3: Ask a Diagnostic Question
Questions reveal the true nature of the objection and put the prospect in a position of exploring value, not just price.Power Questions to Ask:
- "What specific budget constraints are you most concerned about?"
- "How are current solutions impacting your patient care and operational efficiency?"
- "If cost weren't a factor, what would your ideal solution look like?"
Real-World Example: MedTech Solutions
When MedTech Solutions was selling an advanced diagnostic imaging system to Kaiser Permanente, they encountered a standard price objection. Instead of panicking, their rep walked the procurement team through a detailed ROI analysis.
What Happened: The rep demonstrated how the $250,000 system would save approximately $1.2 million annually through reduced diagnostic errors and faster patient processing.
Key Takeaway: By focusing on comprehensive value, not just price, they transformed a potential rejection into a strategic partnership.
Industry-Specific Considerations for Healthcare & Medical Devices
Healthcare purchasing is uniquely complex. Compliance requirements, patient safety standards, and lengthy procurement processes mean that price is just one of many critical factors.
- Compliance Requirements: Solutions must meet stringent regulatory standards
- Average Deal Size ($75,000): Requires a consultative, value-driven approach
- Typical Objection Triggers: Budget constraints, multiple approvers, risk aversion
5 Variations You Can Use Tomorrow
Variation 1: The Empathy Reframe "I hear your budget concerns. Our goal is to provide a solution that actually reduces your overall healthcare delivery costs."
Variation 2: The Social Proof Angle "Three similar healthcare systems saw a 30% efficiency improvement after implementing our solution—which more than covered the initial investment."
Variation 3: The Risk Reversal "We're so confident in our solution that we offer a comprehensive performance guarantee. If we don't deliver the promised outcomes, we'll make it right."
Variation 4: The Future-Pace "Imagine reducing patient wait times by 40% and improving diagnostic accuracy. That's the real value we're discussing today."
Variation 5: The Direct Challenge "Can you afford NOT to invest in a solution that directly improves patient care and operational efficiency?"
Common Follow-Up Objections (And How to Handle Them)
"We need to get multiple quotes" → Offer to help them create a comprehensive comparison framework that goes beyond simple pricing.
"Our budget is frozen" → Discuss flexible payment options and demonstrate immediate value that could unlock budget considerations.
"We're happy with our current solution" → Highlight specific improvements and potential risks of maintaining status quo.
The Bottom Line
Price objections are opportunities, not roadblocks. In healthcare sales, your job isn't to win on price—it's to demonstrate transformative value. Every conversation is a chance to show how your solution isn't an expense, but a strategic investment in better patient care.
Quick Win: Start mapping your solution's value in concrete, measurable outcomes before your next sales call.
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Common Questions About This Objection
When is the best time to use this objection response?
Use this response immediately when you hear the objection. The key is to acknowledge their concern authentically before reframing it. Timing matters—respond too quickly and you seem dismissive, wait too long and you lose momentum.
What if this script doesn't work for my specific situation?
Every prospect is different. Use these scripts as frameworks, not word-for-word responses. Adapt the language to match your industry, product, and the prospect's communication style. The underlying psychology remains the same.
How do I practice these responses effectively?
Role-play with a colleague or record yourself. Focus on tone and delivery—confidence matters as much as the words. Practice until it feels natural, not scripted. The goal is to internalize the framework, not memorize lines.
Can I combine this with other objection handling techniques?
Absolutely. These responses work well with techniques like the "Feel, Felt, Found" method or the "Boomerang" technique. Layer multiple approaches for complex objections, but keep it conversational—never sound like you're running through a checklist.
How many times should I try before moving on?
If you've addressed the same objection 2-3 times using different angles and they're still not budging, it's likely not a real objection—it's a polite way of saying no. Know when to pivot or disqualify the prospect to focus on better opportunities.
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