I've done my share of software developer hiring. And, I've had my share of sticker shock. What always makes it a little more palatable is seeing the number of (man)hours a project will take. People understand wages, and can also easily mentally compare them. When I see what you're making per hour, and it isn't gut-wrenching, it's easier to swallow.

Of course, you'll still have to deal with idiots who can't understand why it won't be done in an afternoon.