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As Terri has put it, people buy from or deal with people and if you can deliver value then you’re not really burning through anyone’s cash but in fact delivering a return. A big part of my business is consulting and I have never been questioned on price and I put this down to my proposals as I very clearly detail outcomes and deliverables. If you can convey what you will deliver in return for their cash and it represents value in their eyes you will be fine. Of course you then have to back that by delivering at the very least what you’ve committed to.