Many times small business people or even professional sales people reach the end of a sales cycle and they run into objections that normally seem to feel like a price or cost objection.
From my experience, I have found that a pricing or cost objection is not actually an interest in a lower price, but it is actually a lack of perceived value. To overcome sales objections, make sure that you explain to them thoroughly why the products value is what it is and help them find a perceived value before lowering price.