Phillip,
One of the best peices of advice given me a few years ago was, dont assume all customers are you or like you.
In other words you may think people want cheap if you are always looking for a good deal yourself or think you would only pay £20 or so yourself. Thats a big mistake, you have to think outside of your own lifestyle and realize theres a certain section of people who dont want cheap they just want a good professional job.
I used to go for the real cheap market but now i regularly get customers who dont even ask what i charge but just want to be reassured i know what im doing, am insured and trained and have some decent equipment.
Some would be absolutley insulted if i tried to charge them £20.00 for lounge etc.
Believe me theres alot of people where price is not the main consideration.
The trade of is you do have to look the part and talk the talk otherwise there not convinced.
i.e. give quality and you can ask a quality price.
Some of the customers we do i would never dream of paying what they pay for cleaning etc but it doesnt mean its not right to charge it, they often want someone they can trust so they dont have to worry about anything, they wont be looking at the £20.00 a room guys for that !
Regards
Steve