I think it depends on your marketing goal.  Some users will use your pricing to reject you, and if price is their main criterion for choosing, they are unlikely to be great prospects.  If they are satisfied that your pricing is in their range chances are they are not afraid to pay for good service.

Not addressing the cost or pricing issue is, in my opinion, a big mistake.  It is interpreted by many as your being afraid that you are charging too much for what you offer.