One other thing.... Residential customers understand Value and will pay your price, even if the other guy is a fourth of your price.
What about the issue of time? If, left alone, you could finish the job in 1/4th the time why would you have to keep the price so high? I don't know anything about the kind of stuff you do, I'm just asking questions.
Is the process already as fast as it can go? Is there no room for advances that will speed the processes up and bring in more money in less time?
We just started with this residential thing.
We have to price coil cleaning at a "worst case scenario" pricing. I have to take into account the time for driving, gate codes, locked back yards, dogs, parking, etc. Armed with that information we've determined what we need to charge to make our nut.
Everything is routed on trackroad, we time out a day's worth of work and load it into the GPS. Once the route is completed once or twice, all the kinks are out and it's gravy from there. (This is all stuff we learned when we ran the dry cleaning routes.)
Now, here's what happens when a customer comes out to yak.
1) It slows down the work trying to talk with them.
2) You find yourself subconsciously slowing down to let them know they are getting their money's worth. (Your mind forgets about the $75k in equipment parked out front or the office and billing, insurance, etc that you've got to pay and for a moment all your mind wants to do is slow down and make it look like this guy got good work (time) for his money.) It's all subconscious.
3) By allowing the homeowner to watch, you've opened yourself up to the owner trying to do it himself next time, not realizing all the safeguards (careful not to hit live wires, careful with capacitors, putting the unit back together correctly, not destroying the fins by hitting it at the wrong angle, etc.)
All they see is us spending 3-7 minutes and maybe a little visible difference in the coils. To do the same thing would take them an hour and they would probably mess something up. Yet still, your mind tells you to slow down to let them think they are getting their money's worth.
I would rather just take the face to face out of the equation and we try to time our route with that in mind.