The only things on which people spend time and money on are things that they believe are worth more than they cost.
The key words of this obvious sentence are often miscalculated:
Believe, worth and cost.
Belief like beauty is in the eye of the beholder. Believe as in emotion.
Worth as in what we’ll trade. Worth as in our perception of its worth right now, not later.
and Cost, as in our expectation of how much it will hurt to get it, not merely the price tag.
If people aren’t buying your product (training service), it’s not because the price is too high. It’s because they don’t believe enough, don’t love it enough, don’t care enough.