The answer may be a question

When a prospect compares your publication unfavorably to a competitive product the best way to handle them might be a question. For instance if someone says "I can get that same ad for half as much in the XYZ paper" your best response might be to ask them "How do you think they can afford to do that?" After you ask the question, be quiet and wait for the customer to respond. Your customers are business people and they understand that you get what you pay for. If they say they don't know, you can probe further. you can ask them if they think it might be because of their smaller circulation, or the quality of their product. Your goal is to reframe the conversation away from price and on to the relative value of your product. If you can get the customer thinking value you are much more likely to move beyond the objection and close the sale.

Keep Smiling, Keep Selling!

Thanks Jim Busch