Ever hear this objection?
“I can’t afford it. It is too expensive.”
So what is the prospect telling you? The prospect is telling you, “No. You haven’t convinced me your offer is worth that much money.”
Everyone has money. They have money for an expensive car payment, an overpriced designer smartphone plan, beer, lottery tickets, beauty salon, eating out … and actually, plenty of money for things they want.
And if they don’t have enough money for the things they want, they borrow more money! They use credit cards! They get what they want.
So instead of trying to fit your product or opportunity into their budget, instead, give more value. People will pay for what they want.