They sell the value of their product or service, they sell the value of working with them or their organization and they sell the benefits of what they sell. They tend to successfully resist price resistance. Price will always seem high to a prospect or customer if the perceived value is low. The key to effectively handling price resistance is to understand this simple yet profound concept. Low price is what the customer pays for your product or service now.
Low cost is what they pay for it over time.
For example if they buy an inexpensive piece of equipment to save money and it is in constant need of repair because it breaks down a great deal, they will have a higher cost of ownership over time. They may have saved money initially, but their cost overall will be much higher than if they had invested more in a better piece of equipment. In most cases we get what we pay for. Buy cheap and you get less value over time. Buy expensive and you get higher value or lower cost over time.