Offline consultants should charge them more, not less than what the phone book costs. Lets say the phone book charges chiropractors $2000 a month and it only gets them 2 new customers VERSUS your services that generates that gets them 5 new customers a month. Why would you try to be cheaper than the phone book when you can easily charge $5000? You already know they are willing to pay $####.00 per new customer.
Also do not lower your prices when they say do cannot afford $####.00 a month. Remember you don't help your wallet by lowering prices, you only help the person trying to get a lower price. Chiropractors that consistently advertise in the phone book, newspaper, radio, mall kiosk, coupon mailers, and trade shows can easily spend north of $8000.00 a month.