You need to control your customers better and you need to charge more. You really ought to try and charge at least the market price for your services. When you undercut the market you allow have to work too much, too quickly and cannot focus on maintaining quality. Not just the quality of your work, but also the quality of your customer. In general, folks who purchase things lower than market price are less committed to the transaction, such as referring you or being loyal and returning next season. Try raising your prices after you have been known for your low price...people think you are a crook. Sell on market price and you will not be dismissed on price alone. If fo no other reason...raise your price so you can afford to grow your business as demand for it increases. People leave bad reviews about businesses that cannot answer calls or get to them in a timely manner...all of which is hard to do all alone.
This is my second year selling service plans. My plans are PRE PAID at $175 for the annual cleaning and $299 for the double cleaning (one summer and one mid-winter). I sold the plans starting March 15th and booked out just over 560 jobs. Because they are pre-paid, I have capital to run the office and my business during the slow time. I can keep the office staff on to organize the schedules so that all of the jobs I go to each day are close together (maximize profits) and because they have already paid...I run into very few folks who are NO SHOWS.
I'm booked out until September and am not scraping around looking for income. Once September hits, my schedule opens up to allow for two months of nothing but installations ($1000 - $4000 per day gross revenue, 6 days a week) and can therefore justify charging more to do cleanings during the busiest time of year. Why make $400 when you can potentially make $4000??
The fall rate works out to be somewhere between $275 - $360 per cleaning depending upon the zone you live in, but you will still need to wait a couple weeks. If they think its too much, that's okay, because I'll do better having more room for installs but it teaches people who want ME to do their work that you need to have it done during the appropriate time of year. As the install season winds down in early December, the repair season carries me until the service plans open back up again. Smart hugh?