I find in contracting that it's 1 of 2 things.
(1) get better at communicating the "value" on the front end. Usually Cost/Benefit Analysis, Feature/Benefits, etcetera. perhaps even charge for assessments so they have a financial commitment and roll it into the estimate if you want.
(2) Unless you want to compete on price, get better clients. Often times, business owners are afraid to raise prices and "lose their customers". That is actually the point.
Establish yourself as the professional by EDUCATING clients on why they need a "professional" and then compare the value of what you offer vs. competitiors. If you believe you offer a great service, charge like it, and communicate why you believe you are worth it (in a way that customers relate).
We often describe steps of the products offered to help validify pricing too. I know nothing about dog training so forgive my spitballing here, but, the idea might be: e.g. 12 point assessment of animal behavior. Develop Steps of improvement and weekly documented behavior. 1-on-1 interaction and behavioral adaptation. Daily log/report of activities and weekly report of behavioral changes/accomplishments. Admin, Liability, & Insurance Fee. -> give them understandings of the costs behind things without giving specifics away. If they gripe about it, prices are too low or that person is not your client.
Thats how I would handle it, at least.
