How do you price something that is invisible like a service? You have to recognize that price is not based on value as much as it is what it can be sold for.
In the eyes of the purchaser, VALUE is based completely on how much something is wanted and/or needed. In an emergency, need is the prime motivating factor. In all other cases, how much they want it takes top priority.
When you run into resistance about the price, you haven’t demonstrated the value enough. When they are convinced that the VALUE is greater than the PRICE, the deal will close.
HINT: The perceived value of a service diminishes dramatically after that service has been delivered.
Daniel Jacobs, 2016