I've heard it a million times: 'No' has to be an acceptable answer in any conversation about sales. You want people to be comfortable declining because A) that may be the most appropriate answer and B) it will making saying yes even more satisfying. But that didn't really sink in until today.
I was on a conference call with a potential host about planning a Keyboard Confidential event for her father's birthday. Everything was going great until she said, "Tell me what I'm looking at in terms of price" (or something like that). Oy, price. I've recently undergone a significant fee increase, and I'm still skittish about it.
So I stated my new fee, but felt pretty nervous. Later I realized why; I was afraid that it was too high and she would say no. I don't like people telling me no, and it can be so easy to respond with, "Oh, is that too high? I can lower it."
But creating artwork that has value sometimes means that you set a price and stick to it. If that means that some people can't consume your art, then so be it. You can create another form that's more accessible (like Declassified) so more people can enjoy it. But to be a Valued Artist, the answer 'no' has to be okay.