Martin I was half expecting you to tell me get stuffed and mind my own bussiness!
I'll try and add something more constructive
I think the way to get better prices is to become an expert in a particular part of cleaning something that no one else does or clean in a way no one else does (I don't mean offer a topless cleaning service)
If I was starting a cleaning company I'd offer a service to all the excema & bronchial suffers, these are the big growth areas with children.
I'd advertise that i only use HEPA filter vacuum cleaners, and that I only use D' lemonine cleaning chemicals (which are totally natural and made from orange peel)
If you had a child that suffered from severe excema would low price be important to you when chosing a cleaner or would you chose the cleaner who specialised in this problem.
other specialisation areas that you could concider ; odour & pet Problems, body fluid cleanup, industrial kitchens etc.
if you're the same as every one else you'll earn the same as everyone else, be different
Mike