You don’t have to be the better contractor. You can do the EXACT same work and beat the shit out of your competition. All you have to do is show that you give a little bit more than the guy you are competing against.
If you are always losing jobs to price, you are not selling your business properly. You have to make sure you are providing the ultimate service. Service that most people don’t expect…that’s when you win new business, at your asking price!