People pay for good service. That said your price is your price, be confident back it up, take extra care not to incur additional costs and offer exceptional service.  When people are getting their car towed it is usually not a good situation, having empathy, assuring your customers that you are going to take care of them and everything will be okay, price will not become as big of issue.  People complain; your fuel costs you can't control, blame the govt, OPEC, hiring drivers with good records will lower insurance, overhead, etc... Maintain your trucks it will lower your cost in the long run! Partner up with a local shop if you don't do your own maintenance and work out some trade work, discounted work also find some commercial, fleet accounts can supplement the day to day to increase bottom line.