I understand that the price may seem high. Allow me to explain the value included.
'Elevato' = e-le-VA-to; stress on the third syllable.
Use when a client objects to the price, before offering discounts or justifications, to shift the focus from cost to value.
The price objection ('l'obiezione sul prezzo') is the most common client objection in Italy. The best response is not to lower the price immediately but to articulate the value. 'Il valore incluso' (the included value) reframes the cost as an investment.
Il prezzo riflette la qualità e il servizio che garantiamo.
The price reflects the quality and service we guarantee.
Direct value statement; best used when quality is a real differentiator
Rispetto ai competitor, il nostro prodotto offre... e questo giustifica la differenza.
Compared to competitors, our product offers... and this justifies the difference.
Comparative justification; requires knowledge of competitors
Possiamo trovare una soluzione che si adatti al suo budget.
We can find a solution that fits your budget.
Opens negotiation; use only if you have flexibility
Italian clients, especially SME owners ('imprenditori'), are highly price-sensitive. However, they also deeply value quality and relationships. Breaking down a price into smaller units (per day, per use) is an effective Italian sales technique. Never apologise for your price — justify it.