The judo flip

Every salesperson has heard something like  “That’s more expensive than I expected!” Our natural instinct when we hear this is to defend the price—we rattle off features, offer a discount, or go into justification mode. But there’s a smarter, more powerful move: the judo flip.

Instead of pushing back, you agree—but reframe. “You’re right, we are more expensive.” Pause, then pivot: “And there’s a reason for that. The people who work with us aren’t looking for the cheapest option—they’re looking for the option they don’t have to second-guess in six months.”

This shift changes everything. You’re no longer debating price—you’re reframing it as evidence of quality, trust, and long-term thinking. Price stops being a problem and starts becoming a filter. You’re subtly saying: if you’re just shopping to save a few bucks, we’re probably not a fit—and that’s okay. But if you want it done right, we’re the ones who deliver. Salesmen must remember that there is a symmetry in power in this scenario. True, the buyer is the one who may or may not buy from you, but you have every right to walk away from the sale.

The best part? This tactic doesn’t come off as pushy. It comes off as confident. It positions you as a premium advisor, not a common vendor. And it often triggers a self-check in the buyer: “Wait—do I actually want the cheap version of this?”

This judo flip isn’t about arrogance, it’s about alignment. The buyer does want value. But value isn’t always lowest price. Sometimes, value is knowing you won’t have to do this again in a year. Sometimes, it’s peace of mind. Your job is to help them see that. This has worked plenty of times on me. I go to buy the cheaper version of something, solely based on price, and then I am reminded (usually by a sibling) that I will be in the same position in a few months, back for the same thing because “you get what you pay for.” As buyers and sellers, we must discover the best price for the good in question; price should rarely be the only factor in decision making.

So next time you hear a price objection, don’t panic. Agree. Flip. And lead them into a conversation about what really matters.