Ok,
I agree that ridiculously low pricing due doing it for beer money or because they're not paying tax is detrimental to the industry.
But..
To make my point clearer lets raise the stakes.
Another window cleaner is charging £100 for an easy job that takes an hour to do in an area where most decent window cleaners are earning £25 - £40 per hour.
Surely the ethics of not undercutting a fellow window cleaner have to be balanced against the ethics of seeing a fellow consumer get stung by someone who is obviously more greedy than fair because of the housholders ignorance.
There may not be a set in stone 'going rate' but there is an average price that a quality window cleaner will charge in that area, be it £25 or £40 per hour, whatever.
I charge more than most in the area. And yes I agree Neil,
its up to each individual w/c how much they want to charge. If they agree you clean their windows, No one is forceing them to have them cleaned.
All i'm saying is that if you choose to price very high, then you are running the risk of the customerer finding out that other good professional window cleaners are charging a lot less. So don't be surprised if they sack you on the basis of being too expensive!
My point is...
If you charge a high price, higher than the average window cleaner in your area (ie more than the going rate) then great while it lasts, but don't be surprised if someone comes along and quotes the going rate.
I don't make a practise of going out undercutting and wouldn't take work from a fellow window cleaner if i felt the price was in the realms of "fair".
But i'll give you a real life example:
I cold canvassed a commercial premises, a kids home, an orphanage.
The job takes
30 mins to do, 45 if you drag your heels. The lady there said give me a price, and without me asking or fishing she said to me "at the minute we pay £75 per clean."
Now this is a run down, shabby kids home run by a charity. So are you telling me that I should reason, "well it wouldn't be right to take work from a fellow window cleaner?"
I could have said i can do it for £60 and likely still got the job, but instead I said £35 and got the job. Why?
Because i don't think its right to expoit people's ignorance. Even £35 for half an hour's work is cracking money, and I wouln't normally charge that much. But in view of what they were paying i'm doing them a favour and saving them a bit of money that I'm sure they can put to better use!
If someone calls by and quotes them £20, well so be it.
On the other hand there is a market for high pricing. Why do people buy designer clothes for example, why do people buy Ionics

?
High pricing gives a buyer confidence, and gives a good image to show off to friends or whatever, and if that's why the customer chooses to pay a high price well fair enough. But if that's the case, then why would they accept a lower quote?
Window cleaning is good money, but lets keep it real.