I'm assuming the clients fall into the micro business or small business size? Because this is typical, mostly due to the fact they've little training on actually running their own business.

I usually relate to them using something of interest. For example, if I had a client who owned a cooking supplies store, I'd explain how a KitchenAid stand mixer costs twice as much, but lasts a lifetime. When they agree, we talk about the value of having spent more to have a product that looks great on the countertop, requires little maintenance, and ultimately costs less.

You have to talk on their level. It's not a lower level than yours, but a different one.