Most people can’t afford to pay cash for a house. While the total price is important, in many cases the more important factor is the monthly payments. A person might be prepared to pay X percent of their monthly income so staying within that range is more important than the total price of the house.
If that is true with houses (and cars) is this something you can apply to your business? If you have a high dollar item or service can you structure the payments to make it easier to pay over time? If you can do that, you can possibly charge more and still make it more affordable.
This would be an example of a true win/win situation.
Have a great day!