How to Handle the “How Much Does It Cost?” Objection (Ask Jeb)

Cindy is struggling to set appointments and handle the "How Much Does it Cost?" objection. She recently switched from media sales to the home services industry. Suddenly, she finds herself making all her own cold calls—no marketing team, no pre-existing territory full of warm leads. And unlike her old desk-bound clients, these new prospects are likely to be on a roof or at a job site when she calls. Not surprisingly, Cindy’s facing more objections than she’s used to: “Is this advertising?” “What’s the price?” “I’m busy—call me later.” Below, you’ll find the strategies we discussed to help Cindy navigate these challenges, book more appointments, and build a solid pipeline in a brand-new industry. Don’t Let Your Assumptions Become Their Objections When Cindy began calling busy contractors who often pick up the phone on a roof, she caught herself feeling anxious or apologetic in her delivery. The lesson? Emotions are contagious. If you sound insecure or rushed, your prospects sense it. Stop Projecting You might worry about “bothering” them, but for the business owner, a ringing phone can mean new opportunities. Give them a chance to decide what’s important. Own Your Value and Be Confident If you’re convinced your call matters—because it can grow their bottom line—they’re more likely to listen, even if they’re currently juggling tasks on a job site. Adjust Your Cold Call Timing to Their Schedule Cindy’s used to calling people who sit behind desks from 9 to 5. But in the home-improvement industry, a prospect is often up at 6 a.m., on a ladder by 7, and swamped all day long. In many home services sectors, the sweet spot is early morning—about 7 a.m.—because the owner is up, thinking about the day ahead, and hasn’t started the physical labor yet. Even 6:30 a.m. might work. Evening can be another window, but they’re tired. For best results, aim for early. Keep a simple log of call times vs. responses and double down on what works. Tackle Objections with Confidence Cindy mentioned getting quick-fire objections—like “Is this advertising?” or “How much does it cost?”—which often derail her. To handle them, remember: Agree and Pivot When someone uses the, “How much does it cost?” objection, respond with something like, “That’s exactly why I’m calling—you’ll want to see what we can offer first so we can tailor a solution. Let’s schedule a short meeting, so I can learn more about your business.” Do not jump straight into an explanation of how your pricing “depends.” Instead, show them why a tailored approach matters. Use a Stat or Benefit If they ask, “Is this advertising?” answer “Yes, but not the kind you’re used to. We’re helping home improvement companies increase their profit margin by 25% on retail jobs.” Immediately pivot to: “I’d love 15 minutes to show you exactly how we do that. How about we meet at your job site Thursday at 2? I’ll bring lunch.” Emphasize Convenience Home services pros might not have the bandwidth for a formal sit-down. Offer to meet them where they are. Show you respect their time by fitting into their schedule rather than demanding they fit into yours. Reframe “Busy” Objections as Expected Objections If a contractor says, “I’m swamped!” or “Call me later,” don’t take it as a hard “No.” Instead, realize that busy = normal. Of course they’re busy—that’s part of the gig. Let them know you anticipated they’d be slammed. “I figured you’d be buried this morning—no problem. That’s exactly why I called. Let’s find a time that’s actually convenient for you. How about Friday at 7 a.m.? I’ll bring coffee.” Offer to Meet Them Where They Are In desk-bound industries, you can say, “Let’s meet at your office.” But in construction, a prospect’s “office” might be the bed of a work truck or the roof of a house. Get creative: Bring Lunch, Coffee, or Donuts If a contractor’s day starts at dawn, a quick coffee at 7 a.m. might be the perfect in-person “meeting.” Show up with an understanding of their job—maybe in boots and jeans if you’re heading to a muddy job site. Adapt to Their Workflow If they can’t peel away from the job, suggest walking the site with them for 10 minutes. Ask them to show you their current challenges. This not only helps build rapport but also lets you tailor your value proposition on the spot. Move Fast, Adjust Confidently, and Meet Them Early Cindy’s situation reveals a common scenario: you’ve switched industries, and now your prospects behave differently. They’re not behind desks—they’re on ladders or in crawl spaces. The principles, however, remain the same: Don’t Project Your Insecurities: If you believe you’re intruding, your voice will betray that feeling. Own your offer; it genuinely solves their problems. Call Early, Call Often: Try 7 a.m., or even 6:30, to catch decision-makers before they start their back-breaking work. Handle Objections with Firm, Confident Phrasing: “Yes, it’s advertising—but not the kind you’re used to. Here’s how we’re boosting contractors’ profit margins by 25%.” Make It Easy for Them to Meet: Offer to bring coffee or lunch, show up on site, and respect their time. And always remember: When it’s late in the day, you’ve been dodging objections left and right, and you're ready to give up, always make one more call. That extra call could be the conversation that cements your next big success in a brand-new industry. Are you struggling to set appointments when prospecting? Download our FREE guide: 25 Ways to Set an Appointment on a Cold Call