Let’s talk about the most common sentence that every African entrepreneur, vendor, hairdresser, or tomato-seller has heard at least once in their life:
“Aaah, but you’re expensive!”
My brother, my sister… when someone tells you you’re expensive — do not panic! In fact, breathe in, sip your Mazoe, and smile like you’ve been told you’re beautiful.
Because this is not an attack… it’s an opportunity.
Sales Is Not Shouting – It’s Asking the Right Questions****
When someone says you’re expensive, don’t start fighting. Don’t reply with, “Then go buy from there!”
You’re not a bouncer. You’re a businessperson.
Instead, lean in gently like a wise old auntie and ask:
“Why do you say I’m expensive?”
Then listen. Nod. Maybe even add a thoughtful “Hmmm” like you’re about to write a thesis.
Let’s say they say:
“The shop next door is cheaper.”
You say:
“Okay. If our prices were the same, where would you buy?”
If they say:
“You. Because your shop looks professional, you were smiling, the shop smells nice, I love how you explained things…”
Boom! You’ve won the game.
Because now, they are the ones defending your price. You’re not arguing — they are convincing themselves to buy from you.
Objections Are Not Rejections – They’re Just Confused Compliments****
In Africa, when someone says “you’re expensive,” it doesn’t always mean they can’t afford you. Sometimes it means:
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“Convince me a little more.”
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“I like you, but I want a discount.”
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“I came here for vibes and ended up considering real business.”
So you smile and say:
“Boss, why don’t you top up just a little and buy from here, where you already feel at home?”
You’ve handled the objection like a pro. No shouting, no panic, no discounting yourself to the grave.
Real-Life Example from the Market****
Go to any market in Africa — Mbare, Kumasi, Gikomba, Kariakoo. A customer comes, asks the price of tomatoes. Seller says:
“$1 per cup.”
Customer says:
“Ah! Too expensive! That one is 80 cents!”
But the seller, without blinking, responds:
“Madam, if you want soft tomatoes that cook like your mother’s love, this is where you buy.”
By the time madam is done laughing, she’s already holding a plastic bag full of $1 tomatoes.
Why? Because the seller didn’t fight the objection. She danced with it.
Sales isn’t war. It’s courtship.
When a customer objects, don’t be defensive. Don’t turn into a lion. Turn into a psychologist.
Ask:
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“Why?”
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“If price wasn’t an issue, would you buy?”
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“What made you walk into this shop and not the other?”
Sometimes, the only thing between you and that sale… is just a good conversation.
So next time someone says:
“You’re expensive!”
Tell them:
“That’s because I’m worth it… but let’s talk.”
