A customer compares prices and the lower price is available nearby for the same service. What is the best response?

• A. Apologize and be clear that pricing cannot be changed.
• B. Try to soothe the customer and explain the features and benefits of the catering service.
• C. Get another associate to explain pricing.
• D. Suggest that the customer booked with the caterer across the street.

Answer: (B)

Handling a price objection is about shifting from price alone to the value you deliver. When a customer says there’s a lower price nearby for the same service, respond with empathy and reassurance, then highlight what makes your catering stand out. Explain the features you offer—menu customization, tasting options, on-site coordination, timely delivery, professional staff, setup and cleanup, dietary accommodations, and any guarantees or contingencies. Tie each feature to a concrete benefit for their event: reliability, stress-free execution, consistency in quality, and a seamless experience for guests. This reframing helps the customer see that while price matters, the total value and peace of mind may be worth a little more.

This approach is better than simply defending the price or deferring to someone else because it guides the conversation toward value, builds trust, and keeps the door open for options like customized packages or promotions. It avoids alienating the customer with defensiveness or blame and demonstrates ownership of the sale by focusing on how you can meet their event goals.