While this link specifically talks about pricing for photographers, you could substitute almost any profession here.
On one hand, I agree with what they’re saying: Sell the emotional aspects of your service first. If people decide they want the quality and peace of mind you offer, they’ll be more willing to pay a price that’s higher than they expected.
On the other hand, the article cautions against alienating people with a “high” (whatever that may be, in a person’s eyes) price. My view is this: if they have decided your price is too high, you don’t have to spend time convincing them otherwise. There are plenty of other folks out there chasing the tons of people who “don’t want to pay too much.” Let other folks worry about them. You can be proud of your high price, just make sure it’s justified.