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"Too often, people are limited by their idea of what things should cost. When someone turns you down, and you’re charging an amount of money you’re uncomfortable with, you’re going to assume that you were too expensive. But you’re not necessarily too expensive! That’s the big thing to understand. Most likely, they really said no because:

1. They’re not a good client for you

1. You didn’t communicate your value correctly

1. They were never going to buy from you, and they’re looking for an excuse.

To assume you are like your customer is a giant mistake. Just because you won’t pay for it doesn’t mean somebody else won’t.
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I see clients undercharging all the time. Mostly it’s because they think nobody will pay the appropriate price, so they undercut themselves."

Trecho retirado de "Your Low Prices Might Be Costing You Clients"