The competition will do it for less!
The client says something to the effect of this: "We like what you're proposing but we can get the same thing from the competition for less."
Bummer! But don't panic!
First: When the client assumes the offer is equal and for less money … PAUSE
…and say …
"You should seriously look at that offer. I know I would certainly consider it if I were in your shoes. You're just being honest here."