How do I identify whether 'I can't afford it' is a real budget issue or a value perception issue?

Ask directly but empathetically: 'I want to make sure I understand—is this about the total investment, the timing, or whether this is the right solution for what you're trying to achieve?' Their answer reveals the real objection. Budget issues focus on logistics (timing, payment structure); value issues redirect to uncertainty about outcomes or fit. True budget constraints sound different than value hesitation when you listen for specifics.