Turning ‘that’s too expensive’ into ‘when can you start?’: handling price pushback for electrical jobs

When you’ve been in the trenches for ten years—wrench in one hand, conduit bender in the other—you learn that price pushback isn’t personal; it’s part of the job. The moment you quote a number, a client’s ears perk up and the first question almost always is, “That’s too expensive.”

Here’s how to flip that script so they go from balking at your rate to asking, “When can you start?”

1. Bundle your calls: make value obvious

Instead of selling each trip—or each fix—separately, package your services in bundles that highlight savings. Think of it like a plumbing “whole-house check” instead of just fixing a leaky faucet.

Example bundle:

• Safety inspection of main panel
• Replacement of two faulty outlets
• Installation of energy-efficient LED fixtures
• Basic surge protection check

Why it works: You’re framing the conversation around a complete solution. The upfront cost looks larger, but when they see the per-item breakdown, it’s clear they’re getting a better deal than booking everything a la carte.

2. Flexible payment options: break it down

Nobody likes a surprise six-figure bill for a rewiring job. Give them a choice in how they pay to ease sticker shock: Merchants offering pre-checkout installment plans reported increased sales and improved customer satisfaction.

Split payments:

• 50% deposit up front, 25% mid-job, 25% on completion.

Financing Partner:

• “We work with [Local Financing Co.]—you can spread the balance over 6 or 12 months with low interest.”

Why it works: You’re giving control back to the customer. They feel less like they’re paying a lump sum and more like they’re choosing a plan that works within their budget.

3. Scripted responses: stay calm, stay confident

You don’t want to stumble when they say, “That’s too expensive.” Having a couple of go-to responses keeps you sounding professional and unflappable.

1. Objection: “I’ve paid less before.”

• Response: “I hear you. I’ve seen those lower rates, too. In my ten years, I’ve also seen the extra headaches that come when someone cuts corners. My quote covers [list what’s included], so you won’t get any surprise trip charges if something’s not right.”

2. Objection: “Can you do it cheaper?”

• Response: “I want to give you the best value for your money. Here are two ways we can lower the cost—either reduce the scope (we can skip the surge protection today and add it later) or adjust the payment schedule to something more manageable.”

Why it works: You validate their concern (“I hear you”), then you sell your expertise and transparency. You don’t apologize for your rate—you justify it.

4. Train your gatekeeper: your friendly “answering service”

Your front-line defense against price objections can be a well-trained answering service or virtual receptionist service. They’re not salespeople, but they can:

• Defuse early: If someone calls asking for “cheap,” your gatekeeper can say, “Our crews are fully licensed and insured—we deliver quality you can trust. Let me connect you with Mike, our estimator, who can walk you through exactly what your quote covers.”
• Pre-qualify leads: Ask about budget range. “Can you tell me what you were expecting to spend, so we can tailor our quote?”
• Set expectations: “Our average call-out and repair package is around $X. Is that in the ballpark of what you’re budgeting?”

Why it works: By setting price expectations before the tech shows up, you reduce blow-ups on site, save time, and weed out tire-kickers. A friendly gatekeeper like a dedicated electrician answering service can anchor the conversation early.

5. Show long-term savings: paint the bigger picture

Nobody likes paying more today for something they don’t see a return on—so highlight how quality work saves them money down the road:

• Fewer call-backs: “With my decade of troubleshooting, I’ve seen that doing it right the first time cuts your future repair bills by up to 75%.”
• Energy efficiency: “Upgrading your lighting panel pays for itself in energy savings within two years.”
• Safety peace of mind: “Correct installation today means no fire hazards or code violations later.”

Why it works: You’re selling a promise of reliability and savings. Cost becomes an investment, not an expense.

Putting it all together

The next time you hear, “That’s too expensive,” you won’t break a sweat. You’ll bundle smartly, offer payment flexibility, deliver confident scripts, enlist your gatekeeper to set expectations, and sell the long-term value. Before they know it, they’ll stop talking dollars and start asking, “When can you come out?”

With these straightforward, practical moves, you’ll turn price objections into scheduled work orders, job after job.