It’s not really gouging if it’s not something required, like milk, diapers, gas…
Business 101: want to be less busy and/or move into a different target market? Raise your prices.
Sure, I get it, I've been in business since '99 and have seen quite a few seasons that were far less lucrative than they are now. Maybe part of it is that I'm not just in it for the money, and enjoy the challenges and accomplishment's as much as the check. But, there's three main reasons "overcharging" will eventually bite these guys in the **** when the economy inevitably slows down:
- It's easy to go from $5 a sq. foot to $35 a sq. ft., you can be pretty sloppy and still make a great profit.
- Expectations from customers have never been higher, and when customers feel they're paying a premium, they tend expect perfection, sometimes for decades, in my experience.
- If you work in a relatively small market, you will forever be remembered as an "expensive" contractor by a number of your potential clients, and when there's very little work to be had, this will not work in your favor. This is something that I've personally struggled with for years, I've harbored a reputation as being "high-end/pricey/a pre-Maddona because I'm picky on the jobs I take". If I really gouged on top of that, I doubt that I could make it through a huge turn-down........