During a recession, some people are very fee or price focused.
The next time someone tells you that they would love to use your services or buy your products, but they have found a cheaper alternative, ask them a version of the following question:
“If someone you loved needed heart surgery, would you go for the best surgeon you could afford or the cheapest surgeon you could find?”
This type of question is superb for focusing people’s attention on the importance of quality over ‘cheap!’ Obviously, you can use less emotive alternatives to the one used above. The key is to focus them on the importance of value.