How do I know I’m charging enough but not to much

One thing that helped me a lot was realizing there’s no “perfect” price.

Early on, I used to constantly compare prices with other cleaning companies and second guess myself:
“Am I too high?”
“Am I too low?”
“Would someone else do this cheaper?”

But eventually I realized you can’t build pricing purely off what competitors charge because you don’t know their:

• payroll structure
• quality standards
• employee pay
• profit margins
• overhead
• efficiency
• turnover
• insurance/workers comp costs

Two companies can charge the exact same price and one is profitable while the other is barely surviving.

What helped me most was tracking:

• actual labor hours
• payroll %
• drive time
• callback rates
• profit margin
• revenue per labor hour

That tells you way more than just “searching similar jobs.” I do still compare market pricing sometimes, but more as a sanity check. 

A big sign you’re undercharging:

• constantly stressed about payroll
• fully booked but not profitable
• resentful of harder jobs
• every price increase feels terrifying
• no money left for growth

A big sign you may be too high:

• consistently losing GOOD clients strictly on price
• low close rates compared to your market
• clients reacting shocked before hearing your value

Honestly though, most owners I talk to are undercharging way more often than overcharging.