This is similar to the point above, but it looks at the added value you offer from another angle.
Customers have concerns other than price. If you can find their ‘pain points’ - and ease them – they will often be willing to pay more. For example, people are often frustrated if an electrician doesn’t turn up on time. Could you convince customers it’s worth paying a higher price with you if you can guarantee that you’ll arrive on time - or it’s free?
Similarly, they might be annoyed at pushy sales tactics in sales people or find the fine print stressful.
If you can find and solve those ‘pain points’ – whether it’s providing a life-time (or a certain period) warranty, or leaving the job tidier than when you started, your pricing will become much less of an issue