The formula for how much you should charge for something is based on your ability to sell it.
Thus, if you are not good at sales, you can’t charge much; you have to sell it by having a cheap price because you have low sales skills.
If you are good at selling, you can charge more because you have the ability to sell it at that price.
Are you (and your sales team) good at selling what you sell?
Amen Brother!