There are two main types of value in your business, commodity value and dividend value. Commodity value rests on availability and convenience- you can go into any Walmart store and buy batteries, milk, or bread. These are the same batteries, milk, and bread that you could buy from Kmart, Target, or any of the big box stores. Commodities are valuable because they are necessary and convenient. They are not unique, which means that commodities are always extremely price sensitive. If you can buy the exact same product for less, with about the same amount of effort, most people will always go with the lower price.
As an expert in your industry, you want to avoid being seen as a commodity, in that your services or products are interchangeable with everyone else’s. Being viewed as a commodity is the death knell for being able to sell high priced programs.