You are spot on about not competing for price. In fact, if you never ask for more, then, you never get more.

Perception is very important, and so is positioning. (a subset of perception)

If you want more money, you need to position yourself accordingly…

For instance, a $10,000 car gets you from point a to point b just as a $50,000 car does.

However, that $50,000 car has positioned itself as a luxury car (whether or not it is safer, more fuel efficient, gets you from a to b, etc… does not matter)

Position yourself properly, and you can ask for the moon.

JC