Now that's risk. It wouldn't be hard to justify a price double that. Worry less about low price, and more about lowering the risk. Here are four strategies to do so. Build solid, deep relationships with the key decision-makers.
Relationships mitigate risk.
The greater the relationship, the lower the perceived risk. That's why the salesman with the longer relationship almost always has the benefit of the doubt in a competitive situation. Its not the price - its the risk. Make ample use of third party recommendations, customer lists, case studies and testimonials. All of these say to the customer that someone else, or lots of someone elses, have used the product or service.