When prospects push back on price, the instinct is to discount. Often the real issue is that the offer was never clearly differentiated in the first place, so price became the only remaining basis for comparison.
A sharp positioning statement answers one question specifically: why should this exact buyer choose you over the next three options they're considering? If your team can't answer that in one sentence, neither can your prospects.
Get the positioning right first. Pricing conversations get dramatically easier once the value is obvious and specific, rather than generic and interchangeable with everyone else in the category.