We're in a commodity business. My customers buy price. No, you don't understand. If the customer buys price, it's because he perceives no additional value. If your sales presentation centers on value and offers help with future and current challenges facing your customers, as well as the solutions you have to offer, then your customers will perceive your solution as being an investment in solving their problems.
Many salespeople have the right products and services.
Yet they struggle on the price vs. cost issue. But take heart. There's a way to get rid of the price issue. However, it requires hard work and creativity. And you erroneously give the price as an answer.