For me, I tried to find a happy medium for prices and time. I want to make money, so I give a little to be cheaper then most....but then when you factor in "your time"....I am able to do twice as much while using very little energy.
But it all comes down to your bottom line.... what do you need to justify buying new or used equipment. Just because one guy can, maybe you can, or should wait a bit. If you have too many payments, what happens in winter when the aerator payment is due? Everyone has different expenses that can off set a low bid. But for me, one big thing I think is being seen....either on the web, your website, working a customer's yard, or past customer's telling their friends. The more they talk (hopefully good stuff) the more you will be able to get for your work.
That's a good way of negotiating with a customer, start at your normal price, and if they can get a friend or two that want their yards done too....you drop the price. Everyone makes out good! Nothing wrong with that.
2013 Ford F450 Super Duty Truck
2010 Exmark Lazer Z 60" deck
2012 ExMark 30" Riding Aerator
2011 John Deere Pro Gator 2020a
2011 Lawn Solution Dual Hyrdo Aerator 24"
2011 Echo Handheld (trimmers to power pruners)
2007 Big Tex 4ft metal high side 7' x 12' Trailer
2012 PJ 7' x 16' Dump Trailer
2014 Vintage 8.5' x 24' Enclosed Trailer
2012 Ecolawn Applicator model 200 Compost Spreader