price objections - selling anything to anybody

i was hit to the technique i red from one of my favorite book "secret of closing the sale" authored by one of my the greatest salesman, motivational & inspirational speaker zig ziglar. This is how it goes "good things aren't cheap and cheap things aren't good our company had a choice we could design a service or product that can do as little as possible so we can offer it to you as cheaply as possible or we would rather make a choice to design a product or service that can do as much as possible so in a long run it will substantially cost you lower".