I've read about this a lot, but it is a problem that I want to be able to handle with confidence. Ok, here goes: I try to be a nice guy - in general - don't care if "nice guys finish last", it's just me trying to be a good person. So whenever I get an old lady who can barely push the screen door open, my heart kinda gets mushy and I tend to price a little lower. Doesn't matter if there's a $100,000 motorhome in the driveway, I just get that way. I'm trying to get over it, but the horrified look on their faces when you give them the 2003 rate (as opposed to the 1968 rate they remember) is my soft spot. Can you tell I'm still just getting my feet wet in this business? I don't plan on changing the name of my business to Goodness of my Heart Landscaping anytime soon. I am trying to adhere to a new "get tough" policy, but obviously it bugs me. Any thoughts?