Call all your competitors and pretend to be a customer. Get quotes from all of them.
Position yourself based on their pricing. If you're trying to be high end, charge more. If you want to be seen as affordable charge slightly less.
No lies necessary.
customers make a lot of conclusions (right or wrong) based on price.
same reason 'healthy' things are priced higher, even if their cost would be lower than the comparable 'unhealthy' thing.
Call all your competitors and pretend to be a customer. Get quotes from all of them.
Position yourself based on their pricing. If you're trying to be high end, charge more. If you want to be seen as affordable charge slightly less.