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My father owned automotive repair shop, he taught me that if 15% of potential customers didn't go somewhere else when you quoted them a price you weren't charging enough. For family he'd work for free, no one else got a discount ever. He used to say if customers can't afford you, you can't afford them either. In my time operating a small business I found he was right. The fastest way to go broke is to be the cheapest deal in town selling to the cheapest and or poorest customers.

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