I offer a service. If I can, I offer to reduce my services to meet their price. Most of the time, they don't want reduced services and so will pay the original price. Here's a tip from the School of Hard Knocks (at least for pricey services) - You never straight up give someone a "special deal", because from that point on they will know your first stated price is negotiable and they will want the reduced special deal price every single time.