“You're more expensive than X.”
Why they say it. They are anchoring on sticker price because they have not yet connected your cost to a return, or they are testing whether your price is negotiable. Often it is a proxy for unclear value, not a real budget wall.
Do not: Do not discount on the spot or apologize for the price, which confirms the number was inflated and erodes trust.
You are right, we are not the cheapest option, and we have made that choice deliberately. The reason we cost more is the part that does not show up in a feature comparison, the work you stop having to do yourself once it is in. Before we talk price, can I understand what the gap with X has actually cost you, so we can put both numbers next to each other?
Then ask. If X were free, would you still be evaluating alternatives, or is price the only thing keeping you there?