Cheap advice doesn't sell
People with real problems don't want the cheapest option, they want the one that works. Price too low and they'll assume your work is no good.
Kevin C. Whelan
I recently purchased a book called Priceless: The Myth of Fair Value (and How to Take Advantage of It).
When I got the book, I opened a random page and found this passage:
The passage struck me.
It reminds me that people with real challenges don’t want the cheapest option. Cheap means you probably won’t really be able to solve my problems.
Instead, they want the option that corresponds to their desire to achieve an outcome.
Assuming you can actually solve your clients’ challenges, it’s your duty to price accordingly. Otherwise, people will simply assume your work is no good.
And they will probably be right.