"Too expensive" in DMs: how to answer price objections

You sent the price. A few minutes later the reply comes in: "hmm, that's a bit much." Most sellers react in one of two ways. They go quiet because it feels like a rejection, or they offer a discount on the spot because it feels like the only move left.

Neither is necessary. "Too expensive" is usually the start of a real question, not the end of a conversation. This article shows how to find out what the person actually means, and how to answer that, in a few warm lines.

One thing before we start, and I say it as someone who builds DM automation software: everything below is meant to be typed by a human. Automation is great at sending the price. It is the wrong tool for answering an objection to it.

In short:

• "Too expensive" usually means value, budget, timing or comparison.
• Ask one question before you defend anything.
• Answer the real reason, not the words.
• Never discount first.
• Let automation deliver the price. Handle the objection yourself.

Why this part needs a person

Comment-to-DM shines with questions that get the same answer every time: what does it cost, which sizes, when are you free. That first DM should be instant, and it can be. The comment-to-DM guide covers how.

A price objection is different. Ten people who write "too expensive" mean ten slightly different things, and the right reply depends on who they are and what they wanted. A canned answer at that moment sounds cold, and cold is how you lose a sale that was still open.

The four things "too expensive" can mean

Each row needs a different reply. That is why the first move is never a lower price. It is a question.

Step one: ask one question

Before defending the price, find out what is behind the reaction. Keep it short and friendly:

• "Totally fair! Is it more the budget at the moment, or not sure it's worth it?"
• "I hear you. What were you expecting to spend?"
• "Thanks for saying so. Is it the price itself, or the timing?"

Most people answer, and now you know which conversation you are having.

Step two: answer the real reason

Value

Describe what they are paying for in their terms, not yours.

It's washed linen, so it gets softer with every wash instead of wearing thin. We cut and sew each set here in the studio. Want a short video of how it's made?

Budget

Offer a smaller way in rather than a cheaper version of the same thing.

Completely understand. We do the same set in a linen-cotton blend for $160. Want me to send a photo?

For a service, the equivalent is a shorter or lighter option: "I also have a 30-minute version that covers the basics. Would that suit you better?"

Timing

Make coming back effortless.

No rush at all. Want me to message you when the next colour drops?

Only promise this if you will actually do it, by hand, while the chat is still open. The 24-hour messaging window explains why timing matters there.

Comparison

Do not criticise the other option. Name the difference.

Fair question. The main difference is the fabric weight, ours is heavier. If that doesn't matter to you, the other one might honestly be a good fit.

That last sentence feels risky. In practice it is the line that builds the most trust, because it shows you are not just trying to close.

A full example: from caption to objection

A small studio that sews linen bedding:

• Caption: "Our washed linen sets are back in four colours. Comment LINEN and I'll DM you sizes and prices."
• Comment: "LINEN"
• Automated DM: "Hey there! Queen sets are $190 and king sets $240, shipping in 5 days: https://yourstudio.com/linen. Which size are you after?"
• Public reply: "Sent, check your DMs!"
• The customer: "oh that's more than I thought"
• The owner, typing: "Totally fair! Can I ask, is it the budget right now, or wondering why linen costs that?"
• The customer: "budget, we just bought a new bed lol"
• The owner: "Ha, congrats on the bed! We also do the same set in a linen-cotton blend, queen is $160. Same stitching, slightly lighter feel. Want a photo?"

No discount, no pressure. One question, then a real option. (The "Hey there" is what the {{first_name}} variable becomes on Instagram comment DMs, because Instagram only shares the commenter's handle.)

Eight replies to adapt

1. "Totally fair! Is it more the budget, or not sure it's worth it?"
2. "What price did you have in mind? I'll see if I have something close."
3. "Here's what goes into it: [two concrete things]. Want to see how it's made?"
4. "I have a smaller option at [price]. Shall I send it?"
5. "No rush. Want me to let you know when [next batch or date] comes up?"
6. "Honest answer: the difference is [one thing]. If that doesn't matter to you, the other one is a good choice."
7. "Some people split it into [payment option, only if you offer one]. Would that help?"
8. "Thanks for telling me. If now isn't the time, I completely understand."

Use number 7 only if you really offer instalments. For the DM that goes out before the objection, see sales DM templates.

What never to say

"It's worth it, trust me."

It asks for more trust at the exact moment the person is unsure. Show them why instead.

Also avoid:

• An instant discount. It tells them the first price was not real.
• A paragraph defending your price. Two sentences is plenty.
• Silence. A "seen" with no answer feels like a closed door.
• Arguing. Nobody was ever argued into buying.

Where automation helps

Before and after the hard part. The automated DM delivers the price in seconds, so whoever comes back with "too expensive" already has the facts. A tag on the contact, like linen-queen or asked-price, helps you remember the conversation when a smaller option or a new batch appears. Segmenting contacts from DMs shows how to keep tags useful.

In Chat33, the automated DM and your own replies sit in the same thread of one inbox, so you pick up exactly where the flow left off. If the person goes quiet after your answer, following up after an automated DM explains how to send one helpful nudge and when to stop.

FAQ

Should I ever offer a discount?

Sometimes, but not as the first reply. Ask what "too expensive" means first. If a discount is part of how you sell, offer it as a deliberate choice, not as a reflex.

Should I put the price in the first automated DM at all?

Yes, if people ask for it. Hiding the price only moves the objection one message later, and people who comment PRICE expect to see it.

What if they never reply after I answer the objection?

Send one more helpful message at most, then leave it. The automation will not chase them, and you should not either.

Does this apply to Facebook messages too?

Yes. Comment-to-DM also works on Facebook Pages, and objections there deserve the same personal reply.

Summary

"Too expensive" usually means value, budget, timing or comparison. Ask one warm question to learn which, then answer that reason: show the value, offer a smaller way in, make it easy to come back, or be honest about the difference. Let automation send the price, and keep the objection human. To have the first DM go out on its own, compare the plans, including the free one.

Instagram DM automation in Chat33

The price and the link go out instantly by DM, contacts get tagged, and you answer the hard questions yourself from one inbox.