Selling a customer and closing the deal are two different arts. When you move into the closing phase, you're no longer building up the value proposition. One major problem when closing, is that salespeople wait until the very end to mention the price.
"Start by presenting price, in the first few minutes,"
"Tell them the price and spend the rest of the time explaining why it's priced that way."
Then follow up to make sure your explanation justifies that price.