Colin
While I see where your coming from and to a fair extent agree with you sentiments, but Shaun is quoting a standard business sentiment, which is often suggested at " business schools "or seminars.
However
If you're in a competetive environment, or, like Shaun, you've invested a lot in equipment, and training, you would clearly be justified, in charging more than " the cheap guy " who advertises in your local paper.
I personally, would never contemplate charging some of the prices, I've seen quoted, but I have never been in the position, where I felt the need to charge high prices, as I've never had huge overheads to cover.
This has nothing to do with worth......................my worth, as someone who relieves pain and restores spinal flexibility, is an awful lot higher than my worth, as a carpet cleaner.
Why ?
Very few people can do what I can, in pelvic / spinal alignment, but almost anyone can clean carpets, so I have an exclusivety which anables me, with justification, to charge a much higher hourly rate when fixing bodies, as opposed to cleaning carpets
If you can justify high pricing fine, but the only way you can justify high pricing, is exceptional results, that stand out from the others.................How to show that..............That's up to your marketing