Pricing Objections and Signals.

“Are You Underpricing Yourself Into the Wrong Market?”

Introduction: The Link Between Price and People.

If you’ve been following my blog, you already know that pricing is more than just numbers—it’s a signal. In the Pricing Signal Response Mechanism, we explored how customers react to your pricing with feedback, objections, hesitation, or silence, and how your job is to read those signals and respond strategically.

But there’s a deeper layer here. Your price doesn’t just influence how people respond, it influences who responds in the first place.

Let me ask you something:

• Are you constantly hearing, “That’s a bit expensive…”

• Do potential clients push back or ask for discounts before they understand what you offer?

• Are you attracting people who take up your time, drain your energy, and ultimately never buy?

If so, the issue might not be your offer. It might not even be your marketing.  It might be your pricing, and the message it’s sending to the wrong people.

Your price tells the market who your product or service is for. And if you’re not intentional about it, you could be unintentionally attracting the exact customers you don’t want, people who don’t value what you do, who expect more than they pay for, and who push you to justify every penny.

In this blog, we’re going to dig into how your pricing may be pulling in the wrong crowd, how to recognise the signs, and—most importantly—how to fix it so you start attracting the right customers: the ones who respect your time, trust your expertise, and are happy to pay for the value you bring.

1: What Your Price Signals About You.

You might think pricing is just a matter of numbers—cover your costs, add a margin, stay competitive. But in reality, your price is doing a lot more than determining how much money you make.

It’s speaking on your behalf.

Your price is one of the first things a potential customer notices. And whether they realise it or not, it instantly triggers assumptions about your brand, your quality, and your expertise.

In the Pricing Signal Response Mechanism, we talked about how customers interpret pricing as a form of value communication. That still applies here, but now, the focus shifts to what your pricing is saying about you, before you’ve even had a chance to explain yourself.

Here’s the truth:

• Low prices signal affordability, but they can also scream low value.
• High prices signal quality, exclusivity, and authority—but only when the positioning supports it.
• Discounts signal that your price is flexible, and flexible often means negotiable, which invites haggling.

If you’re not deliberate about the pricing signals you’re sending, you risk sending the wrong message—one that says:

• “I’m cheap, but I’ll do.”

• “I’m not confident enough to charge more.”

• “I don’t value my time, so why should you?”

And here’s the result: you attract the wrong kind of customer.

These customers don’t value the result you offer—they’re focused on the cost. They nitpick, they delay, they push for “just a quick favour,” and they almost always drain more from your business than they bring in.

Meanwhile, the customers you really want—those who would gladly pay more for the right outcome—are scrolling right past you. Why? Because your price is telling them you’re not for them.

So ask yourself:

• What story is your pricing telling your potential customers?

• Is it sending the right signals—or is it pushing away the very people you’re trying to reach?

The good news? If your pricing is attracting the wrong people, you can fix it. And it starts by understanding what’s showing up in your sales conversations and inquiries—those are your pricing signals. And they’re worth paying attention to.

2: Signs You’re Attracting the Wrong Customers.

If you’ve ever walked away from a sales conversation thinking, “That was a waste of time,” you’re not alone—and it’s a strong sign that something in your pricing (or how it’s positioned) is off.

When your pricing is attracting the wrong crowd, it shows up in your day-to-day interactions. You’ll see patterns. You’ll feel the resistance. And unless you change something, it doesn’t go away—it gets worse.

Here’s how to spot the red flags that you’re speaking to the wrong audience through your pricing:

2.1. You Keep Hearing: “That’s Too Expensive.”

This is the most obvious signal—and if you’re hearing it too often, it’s not just a pricing issue. It’s a positioning issue.

When the right customer sees the right price, they don’t say, “That’s too expensive.” They say, “How soon can we start?” or “This is exactly what I’ve been looking for.”

If your price is aligned with the value you deliver, but you’re still hearing constant pushback, that’s a clear indicator that you’re targeting the wrong market—one that simply doesn’t (or can’t) value what you do.

2.2. Everyone’s Asking for a Discount.

You’re in the middle of a proposal and suddenly:

• “Can you do it for less?”
• “Do you have a cheaper option?”
• “What’s your best price?”

If that question comes up all the time, it’s a sign you’re attracting customers who are driven by cost, not value. That’s not who you want. These people will squeeze you on price and still expect premium-level service. And they’re rarely satisfied—even if you agree to their terms.

Worse, the more you give, the more they expect. 

“Discounts don’t breed loyalty. They breed entitlement.”

2.3. You’re Getting Ghosted After Quoting Your Price.

You’ve had a great conversation. The client seems keen. You send your pricing… and silence.

This can happen to anyone occasionally, but if it’s happening consistently, there’s a disconnect between what your pricing communicates and what the prospect expects. That’s a pricing signal.

It could mean:

• You’re not pre-framing your value before discussing price.

• Your positioning is attracting people who aren’t actually ready or willing to invest.

• You’re fishing in the wrong pond—and your pricing is scaring off the budget-conscious crowd you’re unknowingly attracting.

2.4. You Feel Like You’re Always Defending Your Worth.

If your sales calls feel more like battles than conversations, something’s off. You shouldn’t have to convince people that what you do is worth the money.

Yes, you should be communicating value clearly, but if you’re constantly on the defensive, it’s a sign your pricing isn’t filtering the right people in.

The right clients will lean in. They’ll ask “how it works, not why it costs so much.”

2.5. You’re Exhausted from Dealing with Clients Who Drain You.

Here’s a big one. If you feel resentful, overworked, or like your clients don’t respect your time, you’re probably undercharging—and attracting the type of customers who exploit that.

This is a subtle pricing signal. It’s not about what’s being said—it’s about how you’re being treated.

When your pricing is too low, people assume your boundaries are low, too. They expect more than they pay for. They ask for “one more thing,” and they don’t hesitate to pile on requests because, frankly, your price told them they could.

2.6. Your Sales Signals Match the “Wrong Customer” Pattern from the Previous Blog.

Let’s tie this back to the Pricing Signal Response Mechanism.

In that blog, we covered common pricing signals from customers:

• “That’s too expensive.”

• Hesitation or ghosting.

• Constant requests for discounts.

• Short-term engagement followed by silence or complaints.

If these signals are popping up over and over again, it’s not just about adjusting your sales pitch. It’s about recognising that your pricing is attracting the wrong type of buyer—and your response needs to start with repositioning.

 What This All Adds Up To:-

• If you keep hearing the same objections…
• If you’re tired of chasing bad-fit clients…
• If you feel like your pricing is being challenged more than it’s being respected…

That’s not a customer issue. That’s a pricing signal.

And it’s telling you loud and clear: You’re speaking to the wrong people.

3: Why the Wrong Pricing Attracts the Wrong Audience.

Here’s a hard truth that too many business owners learn the painful way: Your pricing is attracting exactly who it’s designed to attract, whether you realise it or not.

If you’re constantly dealing with low-budget buyers, time-wasters, or clients who want “premium” results on a discount mindset, it’s not bad luck. It’s not even always bad marketing. It’s your pricing strategy, doing exactly what it’s designed to do, just for the wrong people.

Let’s break down why this happens, and more importantly, what it’s costing you.

3.1. Low Prices Send the Wrong Message.

Many business owners set their prices low because they’re trying to be “competitive” or because they think lower prices will get them more customers. And yes, they will get more interest—but often from the worst kind of buyers.

Low prices send a subconscious message:

• “This is for people who want it cheap.”

• “This probably isn’t the best option.”

• “They’re just starting out and need the business.”

Even if none of that is true.

Think about it: when’s the last time you trusted something cheap over something premium when the outcome mattered? You don’t want a “cheap” surgeon, a “budget” lawyer, or a “low-cost” parachute. So why price yourself that way?

Low pricing doesn’t make you more accessible—it makes you more questionable.

3.2. High-Value Buyers Avoid Low-Value Signals.

Here’s what no one tells you:

“The best customers aren’t afraid of high prices—they’re afraid of bad decisions.”

When a high-value buyer sees a price that’s lower than expected, they don’t think, “What a great deal!”
They think:

• “What’s missing?”

• “Why are they so cheap?”

• “Can I really trust them to deliver the outcome I need?”

That’s right—low prices drive away the very customers you actually want to work with. Premium buyers are looking for expertise, confidence, and results. Your price needs to reflect that. If it doesn’t, they’ll go elsewhere—even if your offer is objectively better.

3.3. Discounting Creates a Magnet for Problem Clients.

If you regularly use discounts to close sales, you’re training your audience to wait for offers, negotiate hard, and only buy when there’s a deal on the table. These customers don’t respect the full value of what you do—they’ve been conditioned to believe your price is flexible, and worse, that your full price isn’t really worth it.

Here’s what happens next:

• You burn energy trying to justify your value to people who are never satisfied.

• You sacrifice margin—and still get scope creep, stress, and complaints.

• You fill your calendar with the wrong work, leaving no space for the right clients.

Remember: how people buy is how they behave. Price-driven buyers rarely turn into value-driven clients.

3.4. Trying to Be “Affordable” Backfires.

There’s a dangerous mindset that traps many early-stage and even experienced business owners: “I want to be accessible.”

The problem is, when you try to price yourself for everyone, you end up appealing to no one. Affordable pricing positions you alongside mass-market alternatives. You’re no longer seen as a trusted expert or a premium solution—you’re lumped in with the budget options. And guess what? In a price-driven market, the big players will always win. They have more reach, more budget, and more scale. You can’t out-Walmart Walmart.

So stop trying.

Instead, reposition yourself as the specialist, the expert, the trusted advisor—and price accordingly.

3.5. What the Right Customers Actually Want.

Here’s what the right customers look for—and what your pricing should signal:

• Clarity – They want to understand exactly what they’re getting.

• Confidence – They trust you more when your pricing shows certainty, not insecurity.

• Results – They’re not buying time or effort—they’re buying an outcome.

• Credibility – A strong price backed by testimonials, results, and messaging builds trust.

• Efficiency – They don’t want the cheapest—they want the best value for their time and goals.

Your pricing can either support that narrative or completely sabotage it.

3.6. Tie Back to Pricing Signals.

Think about the signals we discussed in the Pricing Signal Response Mechanism:

• Constant discount requests.

• Objections to standard rates.

• Ghosting after seeing a proposal.

• Slow or no conversions at all.

These aren’t random. They are feedback. And they’re telling you something loud and clear:

“Your pricing is attracting the wrong people.”

The good news? You can fix this.

4: How to Fix It — Pricing for the Right People.

If your current pricing is pulling in the wrong people—those who question your value, haggle over every penny, and leave you exhausted—it’s time to flip the script.

The goal isn’t just to “charge more.” The goal is to price strategically, in a way that attracts customers who are aligned with your values, respect your expertise, and are happy to pay for the results you deliver. Here’s how to do it.

4.1. Identify Your Ideal Buyer.

Before you can fix your pricing, you need to know exactly who you’re trying to attract. Not everyone is your customer, and that’s a good thing.

Ask yourself:

• Who are my best clients—the ones I love working with?

• What do they care about: time savings, results, exclusivity, transformation?

• What level of investment feels normal or comfortable to them?

• What kind of language, outcomes, and pricing appeals to that type of buyer?

“If you don’t know who you’re pricing for, you’re pricing for everyone, which usually means you’re pricing for no one.”

This clarity sets the foundation for everything else.

4.2. Align Your Pricing with the Value You Actually Deliver.

Here’s where most business owners go wrong: they price based on what they’re selling, not what the client is getting. But customers don’t buy hours, sessions, packages, or deliverables. They buy outcomes. Results. Transformations. Certainty.

So ask:

• What is the end result that my ideal client wants from me?

• What is that outcome worth to them, in saved time, increased income, peace of mind, reputation, or competitive edge?

If you’re helping someone add £50,000 in revenue, solve a painful problem, or save 10 hours a week—why are you charging £500? Price in proportion to the value you create, not just the effort you put in.

4.3. Reposition Your Offer for Value-Based Buyers.

Once you’ve realigned your pricing to reflect real value, the next step is messaging, because the right price won’t work if the wrong story is wrapped around it. You want to move away from “Here’s what you get” and toward “Here’s what it will do for you.”

Focus your positioning on:

• Results over features: What will change in your customer’s life/business after working with you?

• Clarity over confusion: Can someone glance at your offer and instantly know who it’s for and what it solves?

• Confidence over desperation: Stop justifying your price—stand behind it. Confidence attracts trust.

When you show up with the right energy and the right message, the right buyers say yes—even at higher prices.

4.4. Use Pricing Tiers to Filter Your Audience.

One of the most effective ways to attract the right people and repel the wrong ones? Strategic pricing tiers.

Done right, tiers serve as:

• A filter—price-conscious buyers self-select into the lower tier without expecting VIP treatment.

• A ladder—value-driven buyers are drawn to the premium tier because they want a better outcome, faster.

• A positioning tool—your top-tier price sets an anchor, making mid-level offers feel like high-value deals.

Example:

• Entry tier: Self-paced course or audit for £297 (great for those not ready to invest heavily).

• Core tier: Group program or packaged service at £1,500–£3,000 (your sweet spot).

• Premium tier: 1:1 coaching, done-for-you, or high-touch support at £5,000+ (for serious buyers who want results now).

This lets you serve different buyer types without compromising your value—or your sanity.

4.5. Watch the Signals — and Adjust Intentionally.

This is where your Pricing Signal Response Mechanism comes back into play.

Once you reposition your pricing and your offer:

• Pay attention to the new signals. Are you hearing fewer objections? Are better-fit clients showing up?

• Monitor your sales calls. Are you getting nods and engagement when you state your price, or hesitation and silence?

• Look at your conversions and retention. Are people sticking around and referring others, or vanishing after one transaction?

These signals tell you whether you’re now attracting the right audience—and if not, where the messaging or structure needs tweaking. The beauty of pricing strategy is that it’s not a one-shot decision—it’s a system you can refine.

Final Thought for This Section:

• The right customers don’t need convincing.
• They don’t haggle. They don’t delay. They don’t ghost.
• They hear your price and say, “That makes sense.”

Why? Because your price speaks to them. It reflects who you are, what you deliver, and the result they want. That’s the power of pricing for the right people.

Final Word: The Right Price Attracts the Right People.

If you’ve been dealing with clients who haggle, hesitate, or walk away, it’s time to stop asking:

“What’s wrong with them?” and start asking, “What is my pricing saying about me?”

Because here’s the truth: your price is doing more than you think.
It’s not just determining what you earn—it’s telling the world who your offer is for. And if you’re not intentional about how it’s positioned, you’ll keep attracting customers who are a bad fit for your business.

Think about it:

• Low prices tell the wrong people, “This is for you”—even if you don’t want to serve them.

• Discounts invite price shoppers, not serious buyers.

• Undervaluing your work makes confident, high-quality clients look elsewhere.

Meanwhile, the clients you do want—people who value results, respect your expertise, and are happy to pay for quality—scroll right past you, thinking, “That offer’s not for someone like me.”

But the good news? You’re in control of the signals you send.

When you price with intention: 

• You position yourself as an expert, not a commodity.
• You attract buyers who align with your value, not just your cost. 
• You create space for better clients, better outcomes, and better margins.

So, if your current pricing is attracting the wrong people, that’s not failure—it’s feedback. And it’s your invitation to level up.