I have several thoughts:

People gravitate to and crave high priced items because they are perceived as superior. You could use your price to create that kind of draw, but you must immediately qualify it. One of the first questions that will come to your site visitors' minds is, "Why is this thing so expensive?" You need to give them the answer. You could choose a comparison matrix, or a testimonial list, a professional review/award, or the lot.

I agree with Tubby. Do NOT degrade the competition to justify the price difference. Educate the shopper as to why your offering is more expensive and they will use that knowledge when shopping other options. They'll be able to detect the difference. If they still decide to go the cheaper route, they'll know they got an inferior product.

You may consider offering some kind of purchase option that eases the pain of the front-end price. A payment program, financing, a lease option with a service contract or supplies contract, etc. I knew a guy who got a CD printer for free because he contracted for the supplies.

Have fun and good luck,

Chris