Web Design Leads
How to Sell Websites to Local Businesses
This guide is for web design agencies, freelancers, and redesign consultants who need a practical way to turn how to sell websites to local businesses into a reviewed local prospecting workflow. The common pain is simple: raw business lists rarely explain which companies actually have a visible website gap worth reviewing. The goal is a narrower list of businesses with specific website, conversion, mobile, or trust-signal issues your team can verify before outreach.
Direct answer: Web design prospecting works best when you combine public local business signals with a manual website review. Look for missing websites, outdated design, weak mobile experience, slow pages, unclear calls to action, and thin trust signals before deciding whether a business belongs in an outreach batch. Use the process below as decision support, not as a promise of replies, rankings, clients, or revenue.
Executive summary
The short version for how to sell websites to local businesses
Quick answer
Web design prospecting works best when you combine public local business signals with a manual website review. Look for missing websites, outdated design, weak mobile experience, slow pages, unclear calls to action, and thin trust signals before deciding whether a business belongs in an outreach batch.
Working definition
In LocaMapHQ, this topic is treated as a reviewed agency workflow: choose a market, identify public business signals, validate the opportunity manually, save useful notes, and export only records with a clear next step.
Decision framework
Use a three-part fit test: visible website gap, business value, and respectful reason to contact.
When not to use this approach
Do not use this workflow for guaranteed outcomes, private data collection, automated outreach decisions, or campaigns where your team cannot verify the reason for contacting a business.
- Key takeaway: start narrow so each prospect can be reviewed with context.
- Quality bar: every exported row should have a visible signal, fit note, and next action.
- Human review: final outreach, compliance, and fit decisions stay with your team.
- Best next step: run one focused city-and-industry test before scaling the workflow.
Understanding the market for local business websites
A significant number of local service businesses still operate without a website. These are not businesses that rejected the idea — most simply never prioritized it. They built their customer base through referrals, word of mouth, and repeat customers. They have real revenue, real reviews, and real reputations. They just never got around to building a web presence.
For web design agencies, this represents a large, underserved market. Most of these businesses have never received a credible, personalized outreach message from a web designer. The competition for their attention is far lower than in inbound channels.
Selling websites to local businesses is not about convincing them they need something they do not want. It is about showing business owners who already have strong reputations how a website helps them reach more of the customers who are already searching for their services online.
Step 1 — find prospects with website gaps
The first step is identifying local businesses that do not have a website but have the other indicators of a healthy, active business. Use LocaMapHQ to search your target city and industry. Filter for businesses with no website listed and apply qualification criteria:
- 30 or more Google reviews — confirms an active customer base
- 4.0 or higher rating — confirms customer satisfaction
- Recent reviews within the last 3 to 6 months — confirms the business is currently operating
- A listed phone number — enables direct outreach
- A service category with recurring demand — plumbing, HVAC, landscaping, cleaning, dental, auto services
A plumber with 60 reviews, a 4.5 rating, and no website is an ideal prospect. For more on finding these prospects, see the find businesses without websites guide.
Step 2 — the outreach approach that works
Local business owners are busy and skeptical. Your outreach needs to be:
- Short: 3 to 5 sentences maximum.
- Specific: reference their business by name, their city, their review count, and the specific signal you found.
- Relevant: connect the website to their business outcome — more customers finding them online.
- Low-pressure: ask for a 15-minute conversation, not a sale.
An example: "Hi [Name], I found [Business Name] on Google while looking at [industry] in [City]. You have [X] reviews and a [X.X] rating — clearly a strong business. I noticed you do not have a website listed on Google. Would you have 15 minutes this week to chat about what a simple site could do for your business?"
Step 3 — the sales conversation framework
- Understand their business: ask how long they have been in business, how they currently get customers, and what their biggest challenges are.
- Identify the gap: connect their current situation to the gap a website fills.
- Show, do not tell: show them a competitor's website or a mockup of what their site could look like.
- Address concerns proactively: business owners worry about cost, time, and whether a website will actually bring customers.
- Propose a clear next step: end with a specific action — sending a proposal, scheduling a follow-up call, or starting a discovery questionnaire.
Step 4 — pricing your website services
- Basic website package: $1,500 to $3,500 for a 3 to 5 page website with contact form, Google Maps integration, and mobile-responsive design.
- Standard package with local SEO: $3,000 to $6,000 including website build, Google Business Profile optimization, and basic on-page SEO.
- Premium package: $5,000 to $12,000 for larger sites with custom functionality, booking systems, and ongoing SEO support.
- Monthly maintenance: $100 to $300 per month for hosting, updates, and minor content changes.
Price based on the value to the client. A website that helps a plumber get 5 additional jobs per month at $500 each is worth $2,500 per month to that business.
Step 5 — handling common objections
- "I get enough business from referrals." Acknowledge their success, then ask: "What about customers who search online? Right now, those customers are finding your competitors instead."
- "I had a website before and it did not work." Ask what happened. Often the previous site was poorly built or never optimized for search.
- "I cannot afford it right now." Offer a phased approach or frame the cost against the value of additional customers.
- "I do not have time for this." Minimize their time commitment. "I handle everything. I just need 30 minutes of your time for a quick call."
- "I need to think about it." Send a follow-up email summarizing the conversation and proposing a specific follow-up date.
Step 6 — building a follow-up system
- Day 1: initial outreach (email or call)
- Day 3: follow-up email referencing the first message
- Day 7: phone call or voicemail
- Day 14: final email — "This will be my last message for now. If a website is something you want to explore in the future, here is how to reach me."
After the sequence, move the prospect to a nurture list. Contact them again in 3 to 6 months.
Mistakes to avoid when selling websites to local businesses
- Leading with features instead of outcomes: business owners care about getting more customers, not responsive design or CMS platforms.
- Using technical jargon: speak in plain language about what the website does for their business.
- Not researching before outreach: generic messages are ignored.
- Giving up after one attempt: most sales require 3 to 5 contacts.
- Overpromising results: do not promise specific numbers of new customers. Frame it as helping more customers find them online.
- Not following up: without a structured follow-up system, you will lose the majority of potential sales.
How LocaMapHQ helps you find website prospects
LocaMapHQ helps you find local businesses without websites by searching any city and industry combination. The platform surfaces businesses with no website listed alongside their review count, rating, and contact information — the exact data points you need to identify strong prospects and personalize your outreach.
Visit the features page for the full overview, or start a free account to find your first batch of website prospects.
FAQ: Selling websites to local businesses
How do I explain the ROI of a website to a skeptical local business owner?
The most effective frame is customer math, not marketing language. If a plumber charges $300 for an average job and a website helps them capture 2 additional search inquiries per month, that is $600/month in additional revenue — more than the monthly cost of a website on even a full maintenance plan. Helping the business owner calculate the value of one additional customer per month makes the ROI concrete and makes the website decision feel like a simple math calculation rather than an abstract investment.
What is the best way to demonstrate my web design work in cold outreach?
A link to a relevant portfolio example in your industry takes 10 seconds to include and significantly boosts credibility. For no-website prospects especially, showing a complete example site for a business similar to theirs lets them visualize what they could have. If you do not have a relevant example, a mockup of their specific business (even a one-page preview) is more compelling than a generic portfolio link.
Should I offer website packages or custom pricing for local businesses?
Packaged pricing ("5-page website for $1,500") reduces friction in the initial conversation and makes proposals fast to produce. Custom pricing allows you to capture more value for complex projects. Many agencies use packaged pricing for cold outreach and initial conversations, then move to custom scoping if the project has unusual requirements. Starting with clear, simple pricing removes one common reason prospects delay decisions.
Find local businesses that need websites
LocaMapHQ helps you identify businesses with no website in your target market — qualified, organized, and ready for outreach.
Related reading
Practical block
Prospecting workflow block
| Stage | Action | Output | Quality check |
|---|---|---|---|
| Search | Pick city and niche | Focused market | Not too broad |
| Review | Check website and local signals | Qualified candidates | Signal is visible |
| Save | Keep only good fits | Shortlist | Reason is noted |
| Export | Move to planning sheet | Clean list | Segments are separate |
| Outreach | Write signal-specific copy | Next action | No generic pitch |
Decision framework for this topic
Use a three-part fit test: visible website gap, business value, and respectful reason to contact.
A practical prospecting workflow should answer five questions before anything is exported: which market are we researching, which visible signal matters, how will we verify it, what segment will the business enter, and what next action is appropriate? This keeps the article useful for real agency operations rather than turning it into a keyword page.
If you are still shaping the workflow, start with the LocaMapHQ feature overview, then compare the process with the prospecting checklist and the lead qualification worksheet. Teams that need a product step can move from research into dashboard search, while technical teams can review the API documentation before building a custom workflow.
| Gate | Question | Action |
|---|---|---|
| Market | Does this city, niche, or category match the service you sell? | Keep only focused markets. |
| Signal | Is there a visible reason to review the business? | Document the signal in plain language. |
| Fit | Can your offer plausibly help without exaggerating outcomes? | Segment by offer fit. |
| Action | Can your team take a respectful next step this week? | Export only actionable records. |
Workflow to apply
- Choose one service niche and city.
- Find active businesses with no site or weak website signals.
- Open the website manually and review mobile experience, speed, trust, and CTA clarity.
- Score the opportunity before exporting.
- Write outreach around the observed issue, not a generic web design pitch.
Original LocaMapHQ methodology
Information gain framework for How to Sell Websites to Local Businesses
Short definition: The Website Opportunity Score is LocaMapHQ’s editorial method for deciding whether a business has enough visible website need to justify a manual review.
Executive summary: For web design agencies, freelancers, and redesign consultants, the useful question is not “can we export more businesses?” It is “which businesses have enough visible evidence, offer fit, and actionability to deserve the next review step?” Use this framework to make how to sell websites to local businesses decisions more consistent across reviewers.
Prospect Priority Matrix
Score each prospect from 1–5 in four categories. Prioritize records where at least three categories score 4 or higher.
| Score area | What to check | High score means |
|---|---|---|
| Visible need | Website, profile, review, CTA, or local presence gap | The gap can be explained clearly |
| Business value | Niche economics, service value, competitive market | The business can plausibly benefit |
| Offer fit | Match between your service and observed signal | Your offer is relevant without exaggeration |
| Actionability | Contact path, notes, compliance, next step | The team can act this week |
Decision tree
- 1. Market fit: Does the city and niche match your offer? If no, do not export.
- 2. Signal fit: Is there a visible website, local SEO, listing, or trust gap? If no, keep researching.
- 3. Business fit: Does the business appear active and commercially relevant? If no, remove it.
- 4. Outreach fit: Can your team explain the observation respectfully? If no, save for research only.
- 5. Export decision: Export only records with a clear note, segment, and next action.
LocaMapHQ proprietary scoring library
These scores are LocaMapHQ editorial methodologies for reviewing local business opportunities. They are designed to make agency research more consistent, not to predict purchase intent or campaign outcomes.
| Framework | Scoring criteria | Interpretation | Limitations | Best use cases |
|---|---|---|---|---|
| LocaMapHQ Opportunity Score | Visible need, business value, offer fit, actionability, and reviewer confidence. | 80–100 means prioritize for manual review; 60–79 means keep in research; below 60 means do not export yet. | It is an editorial prioritization score, not a prediction of buying intent, replies, revenue, rankings, or campaign performance. | Comparing businesses inside the same city and niche after a reviewer has documented the visible signal. |
| Website Opportunity Score | Website presence, mobile experience, CTA clarity, service depth, trust signals, and speed/performance review. | High scores suggest a clearer website audit or redesign conversation; low scores may mean the website is adequate or the business context is unclear. | A website gap does not prove budget, urgency, or willingness to buy. Agencies should still verify fit and timing. | Web design, redesign, conversion, mobile, and trust-signal prospecting workflows. |
| Digital Visibility Score | Google Business Profile completeness, review depth, review recency, local page relevance, website consistency, and category fit. | High scores indicate a business may deserve a local visibility diagnostic; mixed scores should stay in research. | Public visibility signals do not prove rankings or search demand and should not be used to promise outcomes. | Local SEO, GBP optimization, local content, and reputation-process research. |
| Prospect Readiness Score | Segment clarity, contact path, specific note, compliance review, owner assigned, and next action. | A prospect is ready only when the team can explain why it is on the list and what respectful next step follows. | Readiness is operational. It does not mean the prospect is ready to buy. | Deciding whether a saved record should move from research to outreach planning. |
| Outreach Difficulty Score | Message specificity, proof needed, compliance sensitivity, competition level, category complexity, and personalization effort. | Higher difficulty means the segment needs more research, a softer offer, or a diagnostic-first message. | Difficulty can change by market, offer, and sender reputation; it should be reviewed after every campaign. | Choosing between outreach segments when the team has limited weekly capacity. |
| Business Modernization Score | Website currency, booking/contact flow, local profile quality, content freshness, trust proof, and operational fit. | High scores suggest the business may benefit from modernization planning; low scores may already have adequate digital basics. | Modernization should be framed as an audit opportunity, not a claim that the business is behind or failing. | Consultants and agencies packaging website, local SEO, and conversion improvements into a practical diagnostic. |
Qualification flowchart
Use this as the review path before a prospect moves from discovery into an outreach-ready export.
Search city + niche
Identify visible signal
Score opportunity
Validate manually
Export reviewed segment
If a business fails any step, keep it in research or remove it. The goal is not maximum export volume; the goal is a list your team can explain and use responsibly.
| Workflow option | Pros | Cons | Best for | Time required | Manual alternative | Automation level | Skill required | Expected outcome |
|---|---|---|---|---|---|---|---|---|
| Manual research | Flexible and easy to start | Slow, inconsistent, and easy to over-export | One small market or a one-off validation pass | Hours per city/niche batch | Maps tabs, website checks, and a spreadsheet | Low | Research discipline and spreadsheet hygiene | A manually reviewed sample list |
| LocaMapHQ workflow | Structured search, saving, notes, scoring, and export | Still needs human qualification and compliance review | Repeatable city, industry, save, review, and export workflows | Minutes to build a candidate batch, plus review time | Recreate the same workflow in Sheets | Medium | Agency targeting and offer-fit judgment | A cleaner qualified prospect segment |
| Custom API workflow | Fits internal systems and custom reporting | Requires technical setup and internal QA | Teams that need prospecting data inside an existing system | Implementation project plus recurring QA | Manual import/export process | Higher, depending on integration | Developer resources and data QA process | A controlled internal prospecting workflow |
When to use LocaMapHQ
Use LocaMapHQ when you need to find businesses by city and niche, then separate no-website, outdated-site, mobile, trust, and CTA opportunities before outreach.
When not to use it
Do not use it as a replacement for a real website audit, proposal, accessibility review, or client discovery call.
Manual alternative
The manual alternative is searching map results, opening each website, copying notes into a spreadsheet, and building the same scoring columns by hand.
Educational case studies, not customer claims
These examples are realistic training scenarios for agency teams. They are not real customers, results, or performance claims. Use them to teach reviewers how to connect visible signals to a safer next workflow.
Example Plumbing Company
- Initial state
- Active local service company with emergency jobs, several recent reviews, and a thin website with no clear estimate path.
- Website issues
- Mobile page loads slowly, services are grouped onto one generic page, and the quote CTA is buried below the fold.
- Google Business Profile observations
- Public profile appears active, but review recency and service coverage should be checked manually before outreach.
- Why it scores well or poorly
- Scores well on business value and visible website need, but outreach difficulty is medium because emergency-service messaging must be specific and respectful.
- Recommended outreach
- Offer a short website and quote-flow review focused on helping visitors find the right service page and contact path.
- Expected workflow
- Save as web design + conversion review, add a note about mobile CTA clarity, export only after checking the website and contact route.
Example Dental Clinic
- Initial state
- Established clinic with strong reputation signals but thin treatment pages and inconsistent appointment messaging.
- Website issues
- Service pages lack patient-focused explanations, trust proof is scattered, and booking options are not consistently visible.
- Google Business Profile observations
- Review depth may be strong, but category fit, location relevance, and appointment information should be verified.
- Why it scores well or poorly
- Scores well on business value and modernization potential; outreach difficulty is higher because healthcare messaging requires extra care.
- Recommended outreach
- Offer a patient journey and local visibility review rather than promising new patients or rankings.
- Expected workflow
- Save as local SEO + website trust review, verify service pages, and prepare a diagnostic-first message.
Example Roofer
- Initial state
- Seasonal high-value contractor with visible local competition and mixed website quality.
- Website issues
- Project proof is limited, service-area pages are thin, and the request-estimate path is unclear on mobile.
- Google Business Profile observations
- Review count and recency should be compared against nearby competitors before assigning priority.
- Why it scores well or poorly
- Scores high when reviews, service value, and website gaps align; scores lower if contactability or business activity is unclear.
- Recommended outreach
- Offer a service-area and estimate-flow audit with examples from public pages, not a guarantee of leads.
- Expected workflow
- Save as high-value home service segment, compare local competitors manually, then export a small reviewed batch.
Example Restaurant
- Initial state
- Local restaurant with active reviews but an outdated menu experience and inconsistent hours across public references.
- Website issues
- Menu is hard to read on mobile, ordering/reservation paths are unclear, and event or catering pages are missing.
- Google Business Profile observations
- Hours, location, menu links, and review recency need validation because restaurant data changes quickly.
- Why it scores well or poorly
- Scores well for practical modernization if the restaurant is active; outreach difficulty rises if margins or seasonality are uncertain.
- Recommended outreach
- Offer a menu, hours, and mobile conversion cleanup review rather than a broad marketing pitch.
- Expected workflow
- Save as website update segment, verify menu/hours, and use a narrow operational improvement angle.
Example Law Firm
- Initial state
- Professional service firm in a competitive market with unclear intake flow and thin practice-area content.
- Website issues
- Practice pages are generic, attorney trust proof is limited, and consultation CTAs are inconsistent.
- Google Business Profile observations
- Practice area, location, review context, and advertising sensitivity should be manually reviewed.
- Why it scores well or poorly
- Scores high on business value but outreach difficulty is high because legal services require precise, conservative language.
- Recommended outreach
- Offer a trust, intake, and practice-page diagnostic without implying legal marketing guarantees.
- Expected workflow
- Save as professional-services diagnostic, verify practice fit, and keep outreach educational and compliance-aware.
Agency priority playbook
Prioritize first
High-value service categories where the visible problem maps directly to your offer and can be verified quickly.
Keep in research
Businesses with mixed signals, unclear contact paths, stale profile details, or a weak connection between the signal and your offer.
Do not export yet
Records with no specific reason for outreach, uncertain business activity, sensitive claims your team cannot support, or no responsible next action.
Editorial opinion: agencies usually get more reference value from a smaller list with strong notes than a large export that forces generic outreach. The operational advantage is not just speed; it is clearer judgment.
Interactive review checklist
Expand each checkpoint before exporting a segment. This uses native HTML so it works without extra JavaScript.
Daily workflow
Pick one city and one niche, review visible signals, save only records with a specific note, and remove rows that cannot be explained.
Weekly workflow
Compare segments, export only the batch your team can review, prepare compliant messaging, and document what the first outreach pass teaches.
Monthly workflow
Review which niches produced useful conversations, which signals were noisy, and whether scoring rules need to change.
Team handoff
Give the next owner the segment, score, proof point to verify, recommended angle, compliance status, and next action.
Recovery process
If a campaign underperforms, inspect the search criteria, segment quality, message specificity, proof point, and follow-up process before increasing volume.
Downloadable worksheets
These templates are simple CSVs so an agency can use them in Sheets, Excel, Airtable, or a CRM import workflow.
Authority sources to validate with
Use official sources when a page makes claims about search quality, business profiles, speed testing, compliance, or market context. These sources do not replace your own review, but they keep the workflow grounded in reliable references.
Validation checklist before outreach
- The business appears active and relevant to the city/niche being researched.
- The visible signal is specific enough to explain without exaggeration.
- The website, profile, or listing information has been manually spot-checked.
- The offer matches the observed issue and the likely business context.
- The record has a practical next action and a segment label.
- The outreach plan accounts for applicable law, consent, and opt-out expectations.
Assumptions and limitations
- Scores are editorial decision aids, not objective predictions.
- Public business signals can be stale, incomplete, or misinterpreted without manual review.
- Outreach decisions should account for applicable laws, platform rules, consent, and opt-out expectations.
- LocaMapHQ helps organize research; it does not guarantee leads, clients, revenue, rankings, or response rates.
Signals and tradeoffs to review
Information gain comes from the review step. Instead of relying on a single datapoint, compare several signals and decide whether they point to the same opportunity. If they conflict, slow down and keep the record in research instead of moving it directly into outreach.
- No website listed
- Outdated or broken website
- Poor mobile usability
- Slow pages
- No clear service area or CTA
- Strong reviews but weak web presence
Limitation: A weak website does not prove buying intent. It only gives your team a reason to continue research and decide whether a relevant offer exists. That is why the final decision should stay with a human reviewer who understands the client offer, the market, and the outreach rules.
Mistakes to avoid
- Pitching every weak website the same way
- Assuming no website means budget exists
- Ignoring review quality and business activity
- Sending outreach before verifying the site manually
Field notes for agency teams
The most useful lists tend to include fewer rows and better notes. A note like “no website listed, 46 recent reviews, high-value emergency service, verify contact page before outreach” is more useful than a spreadsheet with hundreds of businesses and no reason for inclusion. Notes also protect the team from repetitive messaging because each segment has a clear angle.
Review the first exported batch manually before scaling. If more than a third of the records require heavy cleanup, the search was too broad. If every record uses the same reason for outreach, the segment may be strong. If no record has a specific reason, the list should not move into outreach yet.
For deeper context, pair this guide with the complete website audit checklist, the local SEO audit checklist, and the prospecting tracker template. If the workflow fits your team, review pricing and credits or create an account to try the local prospecting workflow.
Sources and editorial notes
These references support the article’s approach to people-first content, public business research, platform policy awareness, and safer agency workflows.
- Google Search Central: creating helpful, reliable, people-first content — Used as the editorial standard for usefulness, originality, and reader-first structure.
- Google SEO Starter Guide — Supports clear titles, descriptions, crawlable links, and helpful page organization.
- U.S. Census Business Dynamics Statistics — Useful context for small-business market research and business formation trends.
- PageSpeed Insights documentation — Reference for website speed and user-experience diagnostics during manual review.
Related guides, templates, and next steps
Checklists and templates
Money pages
Learn pages and resources
When the research direction is clear, move naturally from education to action: run a focused search, qualify the saved businesses, export the reviewed segment, and compare the workflow against your current spreadsheet or manual research process.
Key takeaways
- Start with a focused market, offer, and visible signal instead of a broad export.
- Use the decision frame: Use a three-part fit test: visible website gap, business value, and respectful reason to contact.
- Document why each business stayed on the list so outreach can stay specific and respectful.
- Keep human review in the workflow; prospecting signals do not guarantee replies, revenue, rankings, or clients.
Recommended next workflow
Use this article to build one reviewed prospecting batch: choose a market, identify the visible signal, save only relevant businesses, add notes, and export the segment your team can act on this week. For this topic, the recommended decision frame is: Use a three-part fit test: visible website gap, business value, and respectful reason to contact. The common mistake is exporting too early and forcing outreach to fix weak qualification.
LocaMapHQ helps organize local business research and exports. It does not guarantee performance outcomes, and your team should still review fit, compliance, offer, and messaging before outreach.
Why use LocaMapHQ here?
It keeps the search, save, qualification notes, and CSV export workflow in one place so the team is not rebuilding the same spreadsheet process every week.
Who benefits most?
web design agencies, freelancers, and redesign consultants who already know their offer and need a cleaner way to research local markets.
When should you stay manual?
Use a manual spreadsheet first if you are still defining your ICP, testing one tiny market, or need a one-off research pass.
What happens after export?
Review the CSV, remove weak-fit records, segment the list, prepare compliant messaging, and track what your team learns from the campaign.
Related local lead guides
Frequently asked questions
These FAQs focus on agency workflow, local prospecting decisions, Google Maps research considerations, CSV export planning, and the limits of public business signals.
How do I sell websites to local businesses?
Find businesses with visible website gaps using city and industry search. Reach out with specific observations about their business. Have conversations focused on how a website helps them get more customers — not about design details.
What is the best outreach approach for selling websites?
Short, specific, and relevant. Reference the signal you found, acknowledge their reputation, and ask for a low-commitment conversation. Avoid generic pitches about web design services.
How do I price websites for local businesses?
Local business websites typically range from $2,000 to $10,000 depending on complexity, industry, and agency positioning. Price based on the value to the business — a website that generates 5 new customers per month for a plumber has significant value.
How long does it take to sell a website to a local business?
From first contact to signed proposal typically takes 2–6 weeks for cold prospects. Warm referrals and repeat clients close faster. The timeline shortens with better targeting and stronger portfolio credibility.
What objections do local businesses raise?
Common objections: 'We do not need a website' (referrals are enough), 'We tried a website before and it did not work' (address what changed), 'It is too expensive' (frame around customer value, not cost). Each objection has a specific response.