The flipside
But conversely, don't price yourself outrageously high to get out of the running; better to simply decline the job, in my reckoning. Case in point: a property owner hired us to take out two walnuts this week. They were in the back, access was somewhat poor but manageable -- close to primaries, but not extremely near (10-20'). The tree co. he'd previously used gave him a price of $7000, likely factored in a crane or else simply didn't want to do it. A bucket truck could've reached it from the back side, just have to thread in near the power lines. Our price was a bargain $1500, we keep the walnut logs, he kept firewood (winter prices -- probably a $2K job in summer). We used our grapple truck to crane out the near tree, then rigged down the 2nd tree and pulled its log close enough to crane it out.1/2 day for us, got to keep some nice milling wood.
But the kicker was, he now is going to give us all his properties tree work. The other tree co. not only bid themselves out of this job, but all future work with the owner. And then there's reputation -- he will recommend us to all his friends as safe, fast, affordable, good cleanup, etc.