Clients tend to underestimate the time it takes them to do stuff.
If you are offering a more expensive service than a competitor, research shows people tend to underestimate the cost of their own time in finding a service (or the cost of their time in administering it). Make sure your marketing points out what they will save when they go with you.
In the same vein, how do you make it easiest for your client to do business with you? Consider the German bank who designed a “shoebox” for clients; they pick up the shoebox filled with receipts and bills every month and deal with them for their client within three days. It’s book keeping for the unruly. The beautiful thing is their clients feel looked after, it’s so simple and everyone’s happy. What’s a parallel in your consulting world?