Interesting thread.
Here's an approach I've taken when discussing price. Most people have done a little shopping around and wonder why some sites are $99 and others are $1000+. I explain that there are many very cheap options, but they're usually templates cranked out with few options for customization. Then there's a custom coded site (made from "scratch") which tends to be the most expensive option. Then there's the middle ground - software that makes it fast and easy to create a completely custom design***, that also allows for lots of additional customization (an easy to use shopping cart? - no problem!) at very little cost. Changes and updates are easy and I can show the client how to do them if he/she wants.
For clients that say they want control of their site, include the price of the VSD program and any others used in the site so you can install these on their computer. I always give them a jump-drive with all their site files on it as well, everything used on their site (graphics, photos, colors and font info).
If the client wants to turn the site over to someone else to maintain, the html pages can be down-loaded and re-worked in an editor, and the client has all the original site elements at hand.
***How about customizing WordPress templates rather than building from scratch - Many pro designers do this (and not all tell their clients the site started out as a WordPress site

).
Just be honest up-front, many clients will tell you they don't need/want some complicated custom creation and don't have the budget for it anyway. They're thrilled when learn they can have the site they want at a price they can afford - especially when they also get the design they want rather than a cheap, over-used template; I don't think too many care what software is used to accomplish this