Determine the right pricing for your service business

Follow the Resistance Principle
Zero price resistance means your prices are too low if no one complains, while they are too high if everyone complains.  Target your price resistance at 15 - 20% and scale back if it exceeds 25%.

Avoid the deadly middle when pricing your services
Avoid pitching your prices in the middle of premium, and low-cost service providers as this can convey to clients/prospects that you aren’t that great and increases your competition.

Beware of being the low-cost service provider with rock bottom prices
Most service prospects can find lower-cost options than yours, do the service themselves or not at all

Remember that value is not a position.
If good value is the first thing you communicate, you won’t be effective. If good value is your best position, improve your service.