How Do Contractors Stop Discounting Their Prices Just to Keep Their Schedule Full?

Sales and Production are always conflicting at some point. Yet, one very common issue for business owners is to struggle to raise their own prices, however, I think consistency is one of the bigger problems I have. 

Production-First business owner here (shocker) and I am inconsistent with holding to my pricing. Too often I give discounts and/or walk my numbers down to be more competitive or to make sure my schedule is full instead of towing closer to that line and holding my numbers longer. I believe in our value but perhaps I still act like a start up who is afraid to fail instead of standing on what I have already built? 

Is there anyone else here that overcame this and how? This week, I changed my own pay structure to be held more to Sales margin on jobs so I stop thinning it out.

Should I just hire someone great at sales and get out of the way or force myself to get better at sales and then pass it off?