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So is it apples or oranges? What if your competition for the 31k job said they'd do it for 24k... maybe their equipment is long paid for & they don't view it as an overhead? I'd say they're viewing it wrong, but they'd still get the job & it might look like you were trying to gouge. "But I have...

What if you went on that same job and used handsaws & shovels? Someone once said, "Price, quality, speed. You get to pick only two of those." Equipment costs $$$. Period.

If I add equipment and don't raise my prices, I was overcharging to begin with.

I'd say a small increase would not only be justifiable, but easy to explain to customers... "We wanted to serve you better." And it's the truth. People sometimes lay an egg over stump grinding prices. I say, "Look, if I get one stray pebble flinging itself through a window, I'm on the hook for...