How do you explain hardwood pricing to skeptical clients?

Had a potential client today who balked at my $38/sq ft installed price for Ipe decking. He said his neighbor got a composite deck for $22/sq ft. I tried explaining the lifespan difference, the cost-per-year math, the heat advantage, etc. but I could tell I was losing him.

How do you guys handle the price conversation? Do you have a go-to pitch that works? I feel like I need a better way to frame the value proposition without sounding like a used car salesman.