I have likely already stated this at one point or another, but this is very important, which is why I am going to say it one more time:
Offer a free sample or some type of trial period.
Whatever your specific service is, make sure that you provide one with a seven-day trial that is just one single dollar. This can include a video, a chapter or some type of product that you think will incentivize your custom toward choosing you for a prolonged period of time.
The reasoning is based on two points:
First, the transaction that occurs with one dollar will inspire the buyer to feel a sense of trust. Additionally, this type of transaction removes the buyers feelings of insecurity toward you and your intentions. Overall this proves that you deliver a product that you say you are going to deliver, which is key for people in terms of future business.
Secondly, if the product that you provide is excellent it dramatically increases the chance that sales are enacted in the future.
More often than not a free trial will actually double or even triple the overall conversions of a person making a purchase following that trial.
If this process is performed correctly it can leave a customer very curious to know what is the next step or what the next part of your product contains. That translates in making more sales of the product because they want to see more of it.
Always leave the end of your free trial with cliffhangers of little aspects of your product or service that leave the buyer curious.
The bottom line: If you do not offer your initial services at a dramatically reduced price then you are losing customers, which could have easily translated into future sales.