When a prospective client says, “That’s too expensive,” what they mean is that the story you’ve told them so far about your solution and the reputation you claim your product has doesn’t match the price you are trying to pitch.
You don’t need a lower price, but you might need to earn a better story.
“Too expensive” often means the value story is weak. Price improves when trust, credibility, and belief catch up.
Source: Extract from Seth Godin’s Blogpost