"Companies need to sustain their operations, therefore, the customer needs to pay the price for it." Customers are not responsible for your operations. They don't care. They will NOT care. They're not supposed to. Customers are responsible for their own things. For their decisions. Good AND bad. What they pay (you) for is for the feeling of how your things help them closer to theirs. Your customers owe you nothing. So, just help them. They'll pay you gladly for your help.

"My customers say my prices are too expensive. How do I justify the price to them?" Next thing up: you're looking up for features, benefits and arguments to make your customers see your value.How awesome you are. How you put a lot of effort, development and technology on making your thing. How passionate you are. Your credentials. Your certifications. All about you to make them change their mind. Finding the arguments to convince them. And you can't convince people. What you can do is figure...

Pre-S: Back on the horse (pt. 2). After some time off publishing and emailing (the writing —fortunately— didn't stop), we're back on the horse. Tricks are used to deceive people, with a purpose of entertainment (magicians), or for a personal advantage (selfish). How a lot of people see selling, pricing and closing deals is through a lens of tricks [mostly well-intended, though]. "I used all the tricks I know and couldn't close the deal. (aka. They didn't bite)" Think of helping, instead of...