When someone says a product is too expensive, they are often comparing it with something else, or they are not sure it is worth it for them. Arguing does not help. Listening does.
Acknowledge, then explain
Agree that price matters. Then share what is included, how long it lasts, or why you chose it yourself. Facts from your company's current price list beat big claims.
Offer a smaller step
A smaller size, a sample or simply more time to think can be the right answer. "No" today is fine. A respectful answer is remembered longer than a sale.
This article is general information, not legal or business advice. Always follow your company's own rules.