It is likely that your product is not the cheapest on the market. And because it is common knowledge that everyone gets just what they pay for, a higher price may be an advantage. The point is to show customers that the product value is greater than its price. Competition then falls out of the game.
Most sales are not closed due to fear of change. Price is part of this change, because you no longer have the montey for an alternative purchase. Moreover, high price raises the fear of being ripped off and eventually disgraced for such mistake by colleagues.
The key to success is to demonstrate why the price is high, and that positive change of life of a buyer will be greater than the negative consequences of money spent.
Statistical data can be of help, but also product reviews and case studies - these are most useful in the final stage of selling. Independent magazine article helps underline the value of the product.
If a customer is very risk-sensitive, you can lend him products for testing. Just as the fear of too high a price can be offset by an extended warranty, which reduces the risk perception of the customer.
If you demonstrates the value of the product to the customer well, you avoid objections to the price before they arise. If your counterpart prepared for your sales presentation as well as you did, they may bring up a specific example of competitors and their prices. Then it is up to you to find out more details. If the price is considerably lower, probably the competitor's product does not meet the same parameters as yours. Otherwise, the purchase can entail hidden costs, such as high service costs, etc.
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