We ALL like to pay as little as possible but we're happy to pay $4 for a latte from Starbucks because a, caffeinated beverage is worth more than that at that time and to that person.
Prove the value. Prove that your software is worth (either saving them money or making them money) 2X or 5X or 10X what it costs. If the value is clear, you change the discussion on price.
If you're doing mostly online sales and have enough traffic, then A-B testing could be useful. A-B test different pricing along with different value propositions.