He almost always sold the standard service. Almost all service businesses can offer some kind of choice. By the way, it is generally better to present the deluxe package first and then come down to the standard, instead of visa-versa. When a client asks if you can reduce the fee you tell them you will be happy to. You simply need to discuss which objectives they do not want included in the total project.
People love to reduce price but hate to reduce value.
If it's truly a budget issue, they'll cut where appropriate. If they are simply trying to get a lower price they will back pedal more often than not. More Often You can't raise your income if you don't set your sights on bigger things. And what this means is starting to turn down projects that don't stretch you. This is not easy, but it's a prerequisite to growth.