Your offering is awesome but not every prospect buys, why?
In its most simplest form you have not shown that the transformation they will experience is greater than the risks involved.
It is not always about price, it most certainly is about fear.
Fear of making the wrong choice in offer or supplier.
Fear of not achieving the transformation promised.
Fear of being worse off than before.
Fear of overwhelm.
Fear of looking bad.
And yes, fear of spending more than it is worth.
Your job is to not just tell them about the benefits of your fabulous thing-a-ma-jig. Your duty is to guide them along the path and keep them safe and when they do come across an obstacle, they will stay calm knowing you are there.
Understand what the underlying fears are, address them and you will close more deals.