"Value for money" beats "We are not the cheapest"

Saying to a lead that "we are not the cheapest" can backfire as they may hear this as "They are expensive." It is better to talk about being value for money. Its OK to say (if it is true) that competitors in general can offer a lower price, and this is usually due to lowering the standard or quality of product or service. You then need to explain why your product and service is actually value for money.  Differentiate yourself!