Any advice on negotiating pricing with a dentist office?

I'm a new MSP and have had absolute hell negotiating terms with a dentist office. Our standard pricing is 100$ per end point, which includes our tech stack (AV, EDR, SOC, RMM) and unlimited help desk during business hours.

I quoted a dentist 1k a month for their 10 end points and they're scoffing at the price. It's making me wonder if my pricing is unreasonable or if they just aren't willing to invest in IT.

I really want to make the deal work as it would be one of my first MRR clients. Maybe I just need to let it go?