Shaun,
As always you make a very valid point.
The best 'shouting from the rooftops' you can possibly do is show, don't tell. Shouting from the rooftops is just words, mumbo jumbo as far as the client is concerned.
We have a system that is absolutely state-of-the-art and can clean more carpet to a higher specification than almost any other cleaning system on the planet. Tell a client that and they only want one thing, proof.
We get the jobs in preference to our competitors because we can do the job faster and better than anyone else. Like I said earlier, commercial buyers, facilities managers are not stupid and they know perfectly well what the going rate is for carpet cleaning and will simply laugh at someone quoting £5 psm when they know they can get the job done every bit as well, if not better by using other, more competitive companies. Dave doesn't need nor want the work, that much is perfectly obvious, either that or he has found a seam of customers that will pay any price to get there carpet cleaned, if so, good on him.
Simon