My first response to this is always a re-visit of the value of what I'm selling. I've found great success with this, because lowering the price risks a devaluation of the services my company provides.
However, I am realistic that a prospect may not be able to afford what I'm proposing. So instead, I offer to re-structure the service in a way they get the basic benefits for a lower price. This way, I'm retaining the value of our service, but am still able to deliver a version that is more price-effective for this particular customer.
Is the price negotiable?