Here's how I sell charging what I do for web development on top of WP/Drupal/RoR/whatever (if it comes up, which is rarely does unless the customer asks about tech):
"We're planning on using <CMS/Framework" to implement your solution. The reason for this is that <CMS/Framework> allows us to make a running start in development. For example, you do not want to be paying us to write code to manage logging in to your website. That's been done a million times and we don't want you investing into the reinvention of the wheel. Using <CMS/Framework> give us things like managing users and logins. It allows the money that you're investing to be spent on those things that makes your solution unique, those important little details that have brought us to the point where we're talking about building custom software."
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Here's how I sell charging what I do for web development on top of WP/Drupal/RoR/whatever (if it comes up, which is rarely does unless the customer asks about tech):
"We're planning on using <CMS/Framework" to implement your solution. The reason for this is that <CMS/Framework> allows us to make a running start in development. For example, you do not want to be paying us to write code to manage logging in to your website. That's been done a million times and we don't want you investing into the reinvention of the wheel. Using <CMS/Framework> give us things like managing users and logins. It allows the money that you're investing to be spent on those things that makes your solution unique, those important little details that have brought us to the point where we're talking about building custom software."