There are various ways this could be addressed depending on the circumstances. One of the best ways I have learned over the years comes from the master of sales training himself, Zig Ziglar. I have used this in the proper situation with positive results.

"It's easier to explain price once than to apologize for quality forever."

After explaining the services I am providing and the overall quality and performance they can expect, my prospect will either appreciate the best value I will bring to his organization, or he let's me know that he is looking for the lowest price.

At that point I need to decide if this is an account I want. If there is no additional opportunity or reason to accept an offer that is below our minimum price, I graciously turn down the offer. I would rather my competition aquired this account, wasting their time and not making a profit, while I spend my time working on accounts that appreciate the difference my services makes, and are willing to pay a fair price for those services.

The account must be a Win-Win situation. If there is no margin, there is no mission.

I don't ever want to be considered the Walmart of the cleaning industry. I would prefer to be the Nordstrom of the industry, providing exceptional customer satisfaction to those that appreciate it, and never having to apologize for anything less.