Anyone can begin a game, but quality always finishes well.
There is a constant war within all of us who provide a professional service. Do we commoditize our product by lowering the price? Or do we price ourselves according to our expertise and risk losing the "bargain shopper". Lets face it - many potential clients are looking for as much product as possible at the lowest cost. That is fine if one product is equal to another, but not if your product is unique and valuable.
I think it was Zig Ziglar who told a story about a small-town that had only two barbers. One priced his haircuts at $10 each and the other at $100 each. The Low-priced barber was ALWAYS busy. From morning until night, he had customers. He barely would get done with one and he had to start the next. In fact, he had 10 times the clients the other barber had. Yet, despite how busy he was, his hair was always perfect.
The second barber would usually only have a few clients per day. He could cut their hair in a very leisurely fashion. He would spend time getting to know his clients, perfecting his craft and finding out what his clients needed. But his hair was always in disarray. Each immaculately groomed client would leaving his shop, look at the barber's hair and smile, knowing that once again they made the right choice.
There will always be competitors out there that are willing to undercut you. But if you build yourself on a foundation of quality and expertise, you will finish the job and the results will be amazing. Oh - and you will have customers who recognize and appreciate what you have to offer as well as having the means and ability to pay for it.
"The quality of a person's life is in direct proportion to their commitment to excellence, regardless of their chosen field of endeavor." Vince Lombardi