In times like these it can be tempting to lower prices. But when you do that you can diminish the perceived value of your offering and still lose the deal.
If you’re getting beat up on price too often, it’s usually because you have not yet painted a strong picture of the positive “after state” your solution provides.
Establish significant revenue gains or time/cost savings early, so that when your pricing is addressed in comparison, your prospect sees real value, not just a number to be negotiated reflexively.
If you’ve painted a good enough picture of the value you create up front, your price will always seem small in comparison.