Beat Price Objections by Breaking Down Daily Costs
TL;DR:
- Break down your pricing into daily amounts to make costs feel more manageable
- Use this technique when customers express price concerns or during final negotiations
- Daily breakdowns work especially well for high-ticket items and budget-conscious buyers
- Compare daily costs to familiar expenses like coffee or lunch to add perspective
- This approach helps customers see value rather than just price
Price objections kill deals. But here's a simple technique that can turn "it's too expensive" into "actually, that's reasonable."
The daily breakdown method takes your total price and splits it into what it costs per day. Instead of asking someone to think about £1,200, you're asking them to consider £3.29 per day. The psychology is simple – smaller numbers feel less threatening.
This isn't just clever maths. Research from Harvard Business School shows people genuinely perceive daily costs as more affordable, even when they know the total amount is the same.
When to Use Daily Breakdowns
Right after a price objection
When someone says "that's expensive" or "I need to think about it," this is your moment. Don't argue about value or justify your pricing. Just reframe it: "I understand £1,200 feels like a lot. But we're talking about £3.29 per day for the full year."
With budget-conscious customers
Some people track every penny. These customers respond well to daily breakdowns because it helps them see how your service fits into their existing spending habits.
During closing
When you're close to sealing the deal but sense hesitation, the daily breakdown can provide the final push. "For less than the cost of your morning coffee, you get…"
Making the Numbers Work
Calculate your daily cost by dividing the total price by the service period in days. A £1,200 annual service costs £3.29 per day. A £300 monthly service costs £10 per day.
But here's the key – always relate that daily cost to something familiar. "That's less than a sandwich" hits differently than just saying "£3.29 per day."
Common comparisons that work:
- Cup of coffee (£2-4)
- Lunch meal deal (£3-5)
- Pint of beer (£4-6)
- Cinema ticket (£10-15)
Pick comparisons that match your customer's lifestyle. Don't compare a B2B software cost to coffee if you're talking to a CEO who spends £50 on lunch.
What This Actually Does
The daily breakdown doesn't just make numbers smaller. It shifts the entire conversation from cost to value. When someone thinks "£50 per day for marketing help," they start weighing that against what £50 per day of their own time is worth.
For service-based businesses, this is particularly powerful. Your customers usually know their own daily rates or hourly value. A £15 daily cost for something that saves them two hours becomes an obvious win.
Common Mistakes to Avoid
Don't use daily breakdowns for everything. One-off purchases or short-term services don't benefit from this approach. It works best for ongoing services, subscriptions, or products with long lifecycles.
Also, be realistic about the time period. Breaking down a £500 website build over five years makes you look desperate. Stick to the actual service period or a reasonable usage timeframe.
Never mislead with your calculations. If it's a monthly payment, don't calculate daily costs over the entire year unless the customer is actually committing to 12 months.
FAQs
When should I avoid using daily breakdowns?
Skip this technique for one-off purchases, emergency services, or when the daily amount is still high (over £50). Also avoid it if your customer has already shown they prefer to think in annual or monthly terms.
What if the daily amount is still expensive?
Try breaking it down per hour instead, or focus on cost per use. A £30 daily software cost becomes £3.75 per hour for an 8-hour workday, or 50p per team member if they have 60 employees.
Should I mention the total cost first or go straight to daily amounts?
Always give the total cost first, then immediately follow with the daily breakdown. This creates contrast and makes the daily amount feel even smaller.
Jargon Buster
Price objection – When a customer says your product or service costs too much
Daily breakdown – Splitting a total price into daily amounts to show affordability
Closing – The final stage of a sale where you ask for the customer's decision
Sticker shock – The immediate negative reaction to seeing a high price
Wrap-up
Daily breakdowns work because they change how people think about money. Instead of one big financial decision, you're asking for a small daily commitment that feels manageable.
Use this technique when you face price objections, especially with budget-conscious customers or high-ticket services. Just remember to keep your comparisons relevant and your calculations honest.
The goal isn't to trick anyone. It's to help customers see the real value of what you're offering without the distraction of a large upfront number.
Ready to improve your sales skills? Join Pixelhaze Academy for more practical techniques that actually work.