Building value is important. I would be kidding myself and everybody else, however, if I said when you build value first, you will seldom get a price objection. Genuine price issues are rarely around cost, but around value. Salespeople who do not know how to build value become price oriented because a low price is all they have to offer. It explains why price is everything to some salespeople.
Still, price discussions are almost always a part of the buying process. A smart buyer will ask about price because a) they need to know how much to budget, b) they want the lowest cost, and it never hurts to ask, c) it is a natural inclination, d) they have learned that the first quoted price can often be talked down.