Value must exceed the money

Until the value of the product in the mind of the customer/client exceeds the amount/money to be paid, you do not have a customer or client but just a prospect.
It is when you increase the (perception) of the value in the mind of the customer to a point where it is greater then the price/ amount being asked then only will you have a chance of a sale.
A sale will occur when the customer/client fears more the loss of the product than the loss of his/her money.