Your sales force and your customers may scream that you need to lower your price.
It's not true.
You need to increase your value. If people don't want to pay, it's because you're not delivering enough value for the money you're charging.
You're not selling a commodity unless you want to.
I cannot stress this enough to our Copper employees and that there is value in better customer service and better customer experiences. The Copper customers that actually value this tell us and pay a fair price for that service...not the lowest price. "Customers" being the operative word here.
So how do you get your "prospective customers" to identify with that very value before they buy when words are just words in the sales process?