Quick question: what industry are you in?
Think before you answer.
The only industry you’re in is the service industry. That counts whether you make widgets, paint houses, sell cheese, mow lawns or change lightbulbs for a living.
In fact, it’s service and not price that is the edge of your competition. Why do people spend thousands per night to stay in 6-star luxury? The service. Why do people frequent their local pub even if the beer is cheaper elsewhere? The service. Hell, they even wrote a song and designed a sitcom around that idea. You remember CHEERS, right?
Forget about price. Set up your service to the point of 99% client-satisfaction and you’ll be able to charge whatever the hell you want.