What it usually means
The buyer doesn't yet see enough value to justify the price, or the price is higher than they expected, or it's more than their budget allows. These are three different problems, so find out which one it is before you answer.
The approach
Don't defend the price or discount right away. Ask what they're comparing it to, then bring the conversation back to the cost of the problem you found in discovery.
What to say
1That's fair, it's a real investment. When you say expensive, is it more than you expected, more than the budget you have, or more than you think it's worth?
2Compared to what? Another supplier, or doing nothing? You mentioned the current process costs you around 20 hours a week. What's that worth to the business over a year?
3If price weren't a factor, is this the solution you'd choose? Then let's look at whether the scope or the payment terms can work for you.
Adapt the words so they sound like you. Then say them out loud a few times before your next call.
What to avoid
- Offering a discount before you know what the real issue is
- Arguing that it isn't expensive
- Listing more features to justify the price