Ever had someone tell you they can’t afford it…
…right before they drop $1,997 on another coach’s offer the next week?
Yep, I get that too!
It’s one of the most frustrating parts of being a business owner.
But here’s what I’ve learned:
When someone says “I can’t afford it,”there are actually two very different things happening.
→ The first is the person who does have money, but doesn’t believe your offer is the best use of it.
→ The second is the person who doesn’t have money, but wants to believe they can figure it out later.
Most people treat both the same.
But if you want to actually help people move forward… you’ve got to handle them differently.
Let’s break it down.
1. “They have the money… but they don’t see the value (yet)”
This is the person who wants a result… but is weighing their options.
They’re comparing your offer to someone else’s, or waiting for proof.
If they don’t feel clear on:
- What they’re actually getting
- Why it matters
- How it solves their specific problem
…they’ll say they can’t afford it… even if they’ve got $10K sitting in their account.
This isn’t a money problem. It’s a value perception problem.
People buy when the value of your offer outweighs their fears and objections.
And if the result felt certain and valuable to them, they’ll find a way.
2. “They don’t actually have the money… but they still want to buy”
This is the person who’s scraping.
They want the result, but they’ve been burned.
They’ve tried before. They’re scared to go all in again.
And while yes, you could try to help them “stretch” or “get resourceful”
Sometimes, it’s more powerful to pause the pitch and show leadership.
Help them stabilize first.
Maybe it’s a lower ticket product. Maybe it’s a free training that builds trust.
Sometimes planting the seed is more powerful. Because if it isn’t a “right now”… they could be your most loyal client later.
Here’s the point:
If you treat every “I can’t afford it” like the same objection… you’ll either push too hard, or back off too early.
But if you listen deeper? You’ll start hearing what’s really going on.
Release the pressure of the sale.
Get curious what your people are really saying.
And see the shift of how it happens.
