"There is a difference between price and cost. Price is what you pay for something, and the cost is representative of the value (of which price is only part of the equation). Some people prefer to use price as the value, eliminating all other factors from consideration. Helping clients to recognize and address the other factors can shift them away from looking only at price.
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Sometimes ... you have to engage your client about what else they value outside of price, or you have to prompt them with the value by addressing it directly. You have to point them at the additional costs they are going to incur by being cheap, things like missed deadlines, rework, reordering, waiting for product, additional labor, poor speed to market, falling behind their competition, more labor, disappointed clients, lost clients or customers, poor experience, frustrated internal employees, loss of reputation and on and on.
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When your dream client weighs price more heavily than other factors that are equally—or more—important, you are responsible for helping them break through the limitation of this thinking. You are also responsible for not allowing them to underinvest in the results they real need—and avoiding the higher price they pay by being cheap."
Trechos retirados de "Helping Your Clients Understand Value"
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