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I agree with Tricky on this one. Before setting your price find out your costs. Do some homework this winter and get your pricing down. Be mindful of what your competition charges (know the market environment) but don't base your price on theirs, that's a recipe for disaster.
You need to set yourself apart if you want nice high end clientele.
Ask yourself these questions, answer from your clients perspective (the ones you want):
1. What's in it for them?
2. Why hire you?
3. Why do you charge more than the other guy? Why should they pay more?
I went to your website, it's very nice, I suggest having a good writer look it over. Some of your text doesn't make sense. Anyhow, you say you care more, you pay attention to details, you return phone calls and are great at communicating, treat people with respect.
Everyone says that stuff or implies it. Show people you do all that or give them examples.
I have found that people (clients) value construction more than maintenance. They see construction as art that takes a high level of skill and maintenance as a commodity that anyone can do.
The best is examples, testimonials, neighbors that use you, refer them to places you do in the area.
I sometimes drive prospects by existing clients to look at our work (more for construction) or offer to meet them there. I give them a reference sheet of maintenance clients they can call to ask about our service.
When we walk around I point out problems and offer solutions as well as identify plants, "I love the way your stewartia looks with that under planting of cinnamon fern” You are letting them know you know plants and are an expert without telling them. That kind of stuff has to be subtle and sincere or it will come off as schmoozy (the worst).
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