To overcome a price objection is often something that you get from people when they are financially in a bind. So to them, the most important thing is to help them understand the benefits of the product and the reasons why paying a little bit more may give them added security and protection for them and their families. Also, listening to and hearing out their reasons. Sometimes there may be other things that can be adjusted to make it work for them. Maybe giving them a higher deductible. Maybe giving them one missing benefit, maybe taking off that they don't really need. For instance, you could remove or maybe increase something to make it a higher out-of-pocket before the coverage steps in and that can make a difference in price. So those are my favorite ways to fix that issue.