The price of the purchase decisions of your customers much. You can set a high price when you can enhance the value of your product much. If you can show customers the value of many products, you can only set the price very high. You have proposed that the value of goods higher. Then you need to show customers that "your products can meet the needs of our customers just how much" you do not have to lower prices to compete with rivals if you can show customers that they receive a benefit from the product.