Should We Care About "The Going Rate"?

One of the ways that I show my value is by talking to the customer. This sounds rudimentary, but I have real conversations and show real interest in their lives, their home, and their dog. Learning to have a genuine curiosity about people. Then, I get to talk about why I started this company. I never talk poorly about others, but I do mention that others are not insured or licensed or take the money and run, etc. This transparency and relationship have won me projects where I was underbid.