I was doing an estimate a couple of weeks ago, and had already figured in my head about what the price should be. I knew that a competitor had bid on this job, and the customer had always been ours. Needless to say, my 'in my head' estimate was influenced by the fact that I didn't want to let the customer go to someone else. Common sense prevailed, and I went to EstiMate for a cross-check. The price came out nearly 35% higher than my "guess." Now came the hard part. I had to resist the temptation to override, and tell myself to remember that we do this to make a profit! I went with EstiMate's full price, and got the job. It turned out, in fact, that we were substantially less than the other guy, and the customer questioned why. I showed him the full itemized estimate, and now he is confident about our price AND our PROFESSIONALISM!