If you've been freelancing for a few years, you will have inevitably come across clients who think you're too expensive, that think you're not worth the numbers you're quoting. You shouldn't get offended when this happens, you should actually take advantage of it.
Everyone wants a good deal - it's how we as humans are wired so clients will try to negotiate the best deal they can with you. But when a client thinks you're too expensive they may just not see the value of you. They want the best for their buck so they need to be shown and told what they're getting for their money.
Here are some ways for you to respond when a client says you're too expensive.
Justify your prices
This is probably the most obvious ones. Clients are hiring you for a reason - they don't know how to do what you do, whether it be designing a logo or making an app. They most likely don't understand why you charge what you charge. They need to be shown what they get for laying down thousands of dollars. They need to be shown how much work goes into making something like an app - maybe show them the full process from planning to deployment.
Show them the value
A website that enables the owner to sell products is basically the same as owning a physical shop - that's what you need to tell the client. If the client is planning to make over 100k a year from their online store, then a 10k price tag for creating their website is a darn good deal compared to how much they'd have to pay to have a shop.
Showing the client success stories from previous work is also the best way to show the value in your work. When you have experience and can show it, the client will understand the premium price much better.
Do they have a budget?
I've found asking for the client's budget is sometimes the best way to work out whether you can do the work for them or not. It's a very quick and straightforward method to either accept or decline the work. It's also a great way to show them what can be done within their budget and how they can make the most of it.
Decline the work
Sometimes some clients just won't get it. They won't understand why you charge the amount you charge - even if you try to justify them in every way possible. They just want everything to be dirt cheap. They won't understand the value of pixel perfect design or easy to read organised code. You're better off just saying no straight up if you don't desperately need the cash and have clients coming in regularly. They'll only realise once the mistake has been made and their website is failing.