“We’re too expensive.” Every PMM has heard it. Sales says it after a lost deal. Leadership hears it in pipeline reviews. The reflex is to discount, cut, rebuild the price list or redo your plans. But what if price isn’t the problem? Most “price objections” are something else in disguise: value that isn’t landing, packaging that doesn’t fit how buyers buy, or a cheaper competitor setting the anchor. Change the price without knowing which one you’re facing, and you give away margin without fixing anything. Ira Dubinsky, Head of Product Marketing at ContactMonkey, shares a practical framework for diagnosing pricing objections. He’s using it right now, in a fast-moving market. You’ll learn: - How to mine call recordings and CRM data to find out what’s really behind “too expensive” - A simple four-way sort for pricing problems - What packaging changes really make a difference - How to defend your price when competitors give things away - How to think about pricing AI capabilities in a sea of complex competing approaches This is a work-in-progress view from inside the problem, not a polished case study, and that’s the point!