We tend to think that all the prospect thinks about is price. Many times we are afraid of price increase because we think clients and prospects will fly away.
The real truth according to neuromarketing is that cost is not the only variable that causes pain in the mind of the consumer. Fairness or unfairness of the deal plays a big role too. How you present your services or products will dictate the fairness of the price.
A simple way to deal with the pain of spending money can be to ask for credit cards. Some how credit cards seem to take away the pain of spending.