I remember reading a Maynard Hershon article I think in Winning, where he interviewed a sales rep for some very expensive boutique brand of bikes... might've been Serotta. The rep told him that one of her main jobs was teaching the bike sales staff at the LBS how to sell these expensive bikes. She said you have to convince them that they've earned it and they deserve it. You don't say "these are for serious racers or triple century riders" you say "these are for people who appreciate quality and craftsmanship and have done well in life and are fortunate enough to own one... that sounds like you."