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What “I Can’t Afford It” Really Means (And How To Fix It) – Ashley Enget

REASON #2:  “I can’t afford it” = I don’t feel that your service is worth that amount of money.


In this scenario, when they say they can’t afford it, it actually means that they are unaware of the value that your service provides 

Let’s go back to the cruise example. If the customer is presented with a vacation where a boat will take them to 3 different cities for an investment of $1,000… they’ll probably say no.

But what if instead, they’re presented with a cruise that includes all the food, drinks, activities, entertainment, transportation, and pools imaginable. They’re also told that the average cost per person for a similar vacation at an all-inclusive resort, complete with all the bells and whistles, is $2,000. Now, suddenly, the value of the cruise is increased and that investment price of $1,000 makes a lot more sense. They’re able to see that the cruise is a great value.

Let’s take a closer look at the financial coaching example. An ideal client may balk at the $1,500 coaching price tag. They might wonder why they’d ever spend $1,500 when they’re trying to save their money and grow their wealth. This indicates that the client doesn’t understand the value of the coach’s services. So, it’s up to the coach to show and communicate that value, which can be done in a multitude of ways.

One way is showing their client how much they’ll gain by working with them. For example, “I help my clients increase their wealth by $12,000 a year” highlights the value and makes a $1,500 investment an EASY decision for the client. They’re able to clearly see how the value and outcome far exceeds the upfront investment.

So to recap, sometimes “I can’t afford it” indicates that they just don’t understand the value of your service.


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