Distributor sales: what to say when the buyer says “your price is higher than last time”
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by Amotions, Inc.
Published Last reviewed By Amotions, Inc.
Direct answer
What should a distributor sales rep say when a customer says the price is higher than last time?
Don’t defend the number or discount right away. First find out what the customer is comparing: the same grade, size, quantity, cut, and delivery date as last time, or a competitor’s quote. Then explain what changed in plain terms, and offer options that change the scope, not just the price, such as quantity, lead time, or an alternative material.
What is Amotions AI?
Amotions AI is a real-time private AI sales coach that delivers in-call guidance, AI roleplay, and post-call scorecards—trained on the customer’s playbook. It does not join meetings as a bot.
Why this objection is hard when prices are not fixed
Distributors of metals, building materials, industrial parts, and other commodity-linked products quote prices that move with material costs, quantity, cut or processing, and delivery. Customers remember the last number, not the conditions behind it.
Experienced reps handle this by instinct. Newer reps hear “your price went up” as an accusation and either over-explain or discount to keep the order. Both cost margin, and over-explaining often confuses the customer more.
Step 1: find out what they are comparing
Before you say anything about the price, learn what the customer is holding it up against. Illustrative questions:
•
“Is that compared with your last order from us, or a quote from someone else?”
•
“Is it the same grade and size, and about the same quantity?”
•
“Did the last order include cutting or delivery, or was it picked up?”
Often the answer reveals the gap: a smaller quantity, a rush date, extra processing, or a competitor quoting a different spec.
Step 2: explain what changed, briefly
Give one or two plain reasons, not a lesson on the commodity market. Illustrative: “Since your last order, our cost on that material went up, and this order is about half the quantity, so the per-piece price is higher.”
Only state reasons your company has approved and that are true for this quote. Do not guess at market movements.
Step 3: offer options that change the scope
Instead of lowering the same quote, give the customer choices that change what they are buying:
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Quantity: “If you can combine this with next month’s order, the price per piece comes down.”
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Lead time: “If the date can move a week, I can avoid the rush charge.”
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Material: “There is an alternative grade that meets the spec you described, at a lower cost.”
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Delivery: “Picking it up instead of delivery saves the freight line.”
Let the customer pick. If a discount is allowed, it should come last and follow your pricing rules.
An illustrative call
Customer: “This is a lot more than I paid in the spring.”
Rep: “Thanks for flagging it. Was the spring order the same size and quantity, and did it include cutting?”
Customer: “Same material, but I ordered about twice as much, and we picked it up.”
Rep: “That explains most of it. Smaller runs cost more per piece, and this one includes delivery. If you can add the next order to this one, or pick it up, I can bring the price down. Which works better?”
How to train reps on variable-price conversations
Write down your approved explanations for the common price drivers and your rules for options and discounts. Then have reps practice the conversation, especially the first question, until asking it is automatic.
Review real calls for three things: did the rep ask what the customer was comparing, did they explain the change briefly, and did they offer scope options before price?
How Amotions AI helps
Amotions AI is a real-time AI sales coach. You upload your pricing explanations, options, and objection responses, and it calibrates to your language, typically in about one week. Reps practice “your price is higher” in AI roleplay with a demanding buyer, then see private prompts during live phone or video calls, such as “Ask what they are comparing before you explain.” The customer never sees the prompts.
After each call, the conversation is scored against your own criteria, so managers can see who discounts too early. On phone calls, the desktop app works alongside your phone system through speaker or computer audio; it does not change your phone setup. Salesforce is the only native CRM integration today.
More on coaching B2B sales teams: https://amotionsinc.com/solutions/b2b-sales-coaching
Frequently asked questions
Q1.
What should I say when a customer says my price is higher than last time?
A.
Ask what they are comparing first: the same material, size, quantity, processing, and delivery, or another supplier’s quote. Then explain what changed briefly and offer scope options before any discount.
Q2.
How do I explain price increases on commodity-linked products?
A.
Use one or two plain, approved reasons that are true for this quote, such as material cost or a smaller quantity. Avoid long explanations of the market.
Q3.
How can I avoid discounting too early?
A.
Offer options that change the scope, such as quantity, lead time, alternative material, or pickup, and let the customer choose. Keep discounts as the last option.
Q4.
Can AI coach sales reps when prices are not fixed?
A.
Yes. Amotions AI is trained on your own pricing explanations and options, lets reps practice price conversations in AI roleplay, and gives private prompts during live calls.
Q5.
Does it work for phone sales at a distributor?
A.
Yes. The desktop app coaches phone calls through speaker or computer audio, alongside your existing phone system.
Next step
See AI coaching for B2B sales teams: https://amotionsinc.com/solutions/b2b-sales-coaching
Book a demo with your pricing playbook: https://amotionsinc.com/pricing/contact?vertical=b2b-sales
Explore the Amotions AI product overview for real-time call coaching.
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