Are you both the same or are there differences. The major reason for this, in my opinion, is that they don't know how to connect price to value. This is especially true in new home based or small start up businesses. They often begin by pricing themselves too low. They establish a price in the minds of consumers and find it's difficult to raise them to reflect what their work is really worth.
Pricing is nothing more than the perception of information.
The can has no label on it. Now I shake the can and it is clearly empty except for something inside rattling around inside. It could be a coin or just a piece of metal. To some of you nothing. Now, suppose I tell you that inside the can is an ounce of pure gold.