Offering only one price in your quotes to prospects. You can bet that a certain percentage of your customers would have been willing to pay more for your services, but you didn’t give them that option.
A better approach is to offer a bundle of services and products in the Good, Better, and Best categories. This allows the prospects to decide the level of service that they want and are willing to pay for. The majority will take the middle option and the truly price conscious will take the low option. But, some of them will take your Best package and could have a sizable impact on improving your margins.