All too often we find ourselves needing to reduce our rates to compete for work. IMO I don't think that's going to help. Nor is it necessary, why? The guys you are up against with super low rates will always use inferior products and other cost cutting methods to get the job done. They rely on getting the job done quickly and cheaply so they can get onto the next job ASAP. It's all about quantity with them. But will it get them referrals? Or do they risk getting that dreaded call about a failure? do they really care if they do? They will usually just run away, they have been paid so really don't care about the customer. How do you get work? Do you rely on ads or agencies or do you get work from referrals and repeat customers? The answer to these questions will tell you how to differentiate your pricing structure from others. Referrals will get you work based on performance not cost. So you can charge what is fair for the standard of work you produce. Referrals will also give Joe Bloggs confidence in you and he won't mind paying the price for such confidence and high standard. Referrals justify the prices you ask for as the precedent is set by the price paid by your previous customer. If your rates are average you can get above average rates with the passing of time. But you need to put out consistently high standard work. Your reputation is everything but it will only take one unhappy customer to bring it crashing down. So what can you do to maintain a high standard of work and keep that reputation intact? Procedures...quoting, pricing structure, book keeping, Techniques Tools...latest cutters and machinery, Materials Attitude Personality Anything else?