From Seth Godin:
Often, it actually means, “it’s not worth it.” This is a totally different analysis, of course. Lots of things aren’t worth it, at least to you, right now. I think it’s safe to assume that when you hear a potential customer say, “it’s too expensive,” what you’re really hearing is something quite specific. A $400 bottle of water is too expensive to just about everyone, even to people with more than $500 in the bank.
via Seth’s Blog.
Another bit of wisdom from Seth Godin; read the whole thing. When people tell us the dental treatment we have proposed is too expensive rarely does that mean they do not have the money or a means to get the money, it means they do not value the treatment and wish to use the money elsewhere.
I remember a patient years ago who turned down a treatment plan in the thousand dollar range. He said he could not afford it. Within weeks he had purchased a beautiful new pickup truck. The monthly truck payment would have paid for his dental care in less than three months. If he simply put off the truck purchase for three months he could have had good dental care and a truck. The point is the treatment was not really outside his ability to pay I had failed to convince him that my proposed treatment had value.