At some point in any sales conversation a client will ask, "how much does this cost?" If the subject of price never comes up, then you're not selling. At best, you're marketing. At worst, you're practicing your conversational skills for when you interview for your next job after you get fired from this one because you can't sell! (Sorry to be so blunt...do you need a minute?)
The flip side of the coin is when the interaction is only about price. When that happens we're also not selling so much as taking orders, exchanging money for a product, and leaving ourselves vulnerable to any fool who can sell what is perceived to be the same, or similar product for less.
That said, the longer we delay the inevitable pricing question, the more we're engaged in selling the experience, the benefit, the value of the buyer/seller relationship. As my old boss used to remind me in our "no price haggling" operation, "if the customer objects to the price, you haven't sold the product. Go back and sell the product." (and it might not have been the right product for the client - go back and listen to the customer this time!)
A wise man I know used to say to his team, "anyone can give it away, I hired you to sell it."