The most common objection of ‘it’s too expensive’ isn’t an objection at all. It’s a negotiation. They are not saying they don’t want what you are offering, they are saying that they don’t see the value in it.
The counter to this is simple – stack so much value into your offering that the price you are charging becomes fair. (You’d be surprised at how easily you can add value without increasing the cost.)
As always I’d love your thoughts on this here.