A smart way to elevate yourself above the competition and get the sale in the first place is from packaging products/services. If you offer valuable items, bundle them with a single price for both; don't break out the prices for each one unless they ask. When you do this, you will appeal to 75% of the marketplace. (25% only want the lowest price for what they expected; more on that later) It's a good idea to still offer the single items for those "control freaks," but 1st offer the bungled rate.

If you sell cars, bundle with a trailer.

If you sell chiropractic, bundle with some supplements.

If you sell food, bundle with sauces and instructions. (the fast food industry took off with "combos")

If you sell lawn-care, bundle with flowers and fertilizers.

If you sell horses, bundle with saddles and lessons.

If you sell diamond rings, bundle with matching earrings.

If you sell hats, bundle with matching belts/buckles.

They want the extras. The justification of a discount or added value assists them in making the buy decision from you instead of your competition.