A price objection refers to a customer’s hesitation or reluctance to make a purchase due to the perceived high cost of a product or service. It is a common challenge faced by businesses, where customers may express concerns about the value or affordability of a product, often leading to negotiations or lost sales. This objection can arise from various factors such as budget constraints, comparison with competitors’ prices, or a lack of understanding of the product’s benefits. Overcoming price objections requires effective communication and the ability to showcase the value and benefits of the product to the customer.