Seth Godin nails it with this post when people say, "I can’t afford it."  I couldn’t have said it better myself. 

It is up to me as the seller to make sure the buyer sees the value for what they are paying. For some people, they will never see the value. Not because it’s not there. But because they don’t place a high enough priority on the service. That’s what Seth means by telling the story to the right people.