Failure Library · business case
A price objection often appears after the real failure: the buyer never built a strong enough case to change.
Discounting feels like progress because it changes a number. It does not strengthen the internal argument for doing anything at all.
What to inspect
Ask whether the buyer can explain, in their own terms, what the current situation costs, blocks or risks. Then check who must defend that case internally. If the value case exists only in your deck, price becomes the easiest visible objection because “do nothing” still has no cost.
Decision rule
Do not discount to repair a missing business case. Rebuild the consequence of staying put first. If that consequence cannot be made real, reclassify the opportunity rather than making the same weak decision cheaper.