But they do not want to pay for it. We constantly have to lower our prices in order to keep the accounts, but we do so resentfully. Thanks for your question. Bridging the nexus between price and value is always a major challenge, particularly when it would first appear that all we are dealing with are intangibles. There are a variety of approaches you might want to consider using.
People tend to think price is indicative of the quality of what they are getting.
If you reduce the price of your product, you may be devaluing it in the eyes of your clients. Are there measures of value that can be ascribed to your services. Say a given advertising approach is measured against sales on a quarterly basis. If these can be quantified, that could be helpful. Obviously an attractive, effective promotional package can be a crucial positioning mechanism.