AI prompt to handle the 'it's too expensive' objection

'It's too expensive' usually means the prospect doesn't yet see the value, or the budget really is tight. Good responses ask questions first, then explain trade-offs and options. This prompt gives you five respectful responses to practice and adapt.

Below is a ready-to-copy prompt to handle the 'it's too expensive' objection, a detailed version that asks you clarifying questions first, and 1 specialized AI tool (Gong) with instructions for this task. It also works in ChatGPT, Claude, Gemini or Copilot.

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The prompt

Give me 5 respectful responses to a prospect who says 'that's too expensive,' focused on understanding their budget, explaining value and coverage trade-offs, and offering deductible or coverage options. No disparaging competitors. Use placeholders; no client personal info; no guarantees, no misleading claims.

Detailed version (asks clarifying questions first)

Act as an experienced assistant to a licensed insurance agent. Before answering, ask me up to 3 clarifying questions (the line of business, where the prospect is in the sales process, and tone). Then complete this task, and finish with a short checklist of statements I should verify with my compliance team.

Task: Give me 5 respectful responses to a prospect who says 'that's too expensive,' focused on understanding their budget, explaining value and coverage trade-offs, and offering deductible or coverage options. No disparaging competitors. Use placeholders; no client personal info; no guarantees, no misleading claims.

What a good result looks like

Good responses start by understanding the budget and what the prospect is comparing against, then explain what the coverage does and offer real options: a different deductible, adjusted limits or a staged approach. The five responses should sound conversational and respectful, so you can practice them and use the parts that fit your style.

Common mistakes and watch-outs

Don't belittle cheaper options or other companies, and never imply the prospect will be uncovered or 'sorry' without your policy. Be careful when suggesting lower limits: explain the trade-off clearly and document what the client chose. Avoid promising future savings or discounts you can't confirm.

How to adapt the prompt

Tell the AI the line of business and the stage of the conversation (first quote, renewal, comparing an online quote). If you sell life insurance, ask for responses that explore term versus permanent options and different coverage amounts. Use the Gong prompt to review how these conversations actually went on recorded calls.

EXAMPLE output (placeholder data, not a real client)

Response 1 (understand first):
"That's fair. Can I ask what you were hoping to spend each month? Then I can show you what's possible at that level."

Response 2 (value):
"The main difference from the lower quote is the liability limit. If you're found at fault in a serious accident, that's what protects your savings. Want me to show both side by side?"

Response 3 (options):
"We could raise the deductible from [Amount A] to [Amount B], which lowers the premium. The trade-off is you'd pay more out of pocket if you have a claim."

How to use it

Copy the prompt. Copy the short prompt above, or the detailed version if you want the AI to ask clarifying questions first.
Add your details. Add the details for your situation (line of business, audience, tone). Keep it de-identified; never paste client personal information.
Run it in the right tool. Paste it into ChatGPT, Claude, Gemini or Copilot, or use Gong as described below.
Review before you use it. No guarantees, misleading comparisons or disparaging other companies or agents. Check every fact, name and number yourself.
Take the next step. Next, see: Handle sales objections.

Best AI tools for this task

Specialized tools first, ordered by fit for this task (never by payout), then any general AI assistant.

Gong site ↗

Revenue AI platform that records and analyzes sales calls for coaching.

How to use it

Review recorded calls in Gong where price came up and coach on the best responses.

Any AI assistant

ChatGPT Claude Google Gemini Microsoft Copilot

Paste the prompt above (short or detailed) into any of these.

Before you use it

No guarantees, misleading comparisons or disparaging other companies or agents.
Don't promise savings or specific rates.
Never paste client personal information (names, policy numbers, health or financial details) into AI tools your agency hasn't approved.
Review every AI output for accuracy and compliance before you use it.

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