At any point in time, the probability that a prospective client is going to buy your product can change based upon what is going on in their personal life.
The devastation of a natural disaster can make a client switch from a product with more value to a cheaper option, especially if they have lost everything.
The subject of value vs price can be a touchy one in this situation, but there are ways to make sure your client or prospect knows that cheaper isn't always better.