We have all heard, “Sell on price; lose on price,” which is probably true and definitely over simplified. The ability to sell the “same coverage” at a higher price grows with experience and confidence.
You have to establish credibility and your personal value proposition before a buyer is going to truly listen to your pitch for spending more on the “same” product. So, expertise and value selling go hand-in-hand.
Once you have established yourself as the expert, then you can recommend a higher price product and back up your recommendation with stories and examples that ring true. Simply selling the lower price is never a good long-term solution.