This is the challenge we all face. Back in the day, companies had people who understood production. Today, smaller companies don't have those folks on staff. Even large companies don't. It's up to us to educate prospects of the value we can bring which, hopefully, differentiates us from the competition. 

We were bidding on a job some years ago where we had competitors bidding less than half our bid. We responded with a spreadsheet listing every person and piece of gear we intended to use. We didn't put prices on the spreadsheet. We suggested our prospect send the spreadsheet to all the other bidders so we all priced against the same specs. Bottom line - the low bidders dropped out.

What is going on is with new technology and easy to understand tools, you are right, Millenial business owners are flocking to their own or doing video themselves. Anyone over 50 in their minds do not "undetstand" how to make a video that young people watch on social platforms. Also they can make most of these videos themselves with apps like TikTok putting this technology like green screen out for free. I been going to older Mom and Pop busineses who  embrace knowledge from video production companies. Its is a whole new world with smart phones doing what what a 10 grand camera and production suite can do. At least in the minds of most younger business owners. If you do not adapt to this mindset, then you might ad well sell your equipment and lock your doors. I been doing this for 45 years now and seen it all.

Oh, yes.  I can relate to this challenge!  Everyone is a makeup artist too because they watched a youtube video and did their friend's wedding.  It is a constant challenge with amateurs  watering down the rates of the true professionals.  Like John said, we must really educate the people so they know what should and shouldn't be.  I think we must really point our the differences and show how what we charge will actually end up costing them less in post. Since we have the experience necessary in front of the camera therefore making your job easier behind the camera.  Makeup truly works hand in hand with the camera.  We can easily make or break the shoot.  I say spend a little more up front so it doesn't cost you more on the back end. 

I've been in this game for 40 years: television shows, commercials, corporate videos, and events. There is always an influx of newbies every few years. They always come in with low prices, better technology, and say they are professionals. Most wash out within a year. The problem (IMO) is that true professionals need to provide continuous education to the video industry- plus- to the businesses that we serve. There was a time when being a member of an industry association proved that you were a professional. A kid can watch YouTube to learn, build a website, and create a decent promo and go after business. Small business owners may not know the difference in what is the standard for a professional video producer, but they will find out quickly...the hard way. Be professional. Educate your prospects. And, promote the industry of professionals continuously. I may not be a perfect fit for a particular client...but as a professional, I will educate my prospects and refer them to a professional who is a better fit.

No matter what, there is always someone who do a job cheaper than you. At the same time, cheap comes out expensive in the end. The only thing more expensive than a professional is an amateur. I like my clients to sometimes try the "cheap guy". Most of the time, they come running back and will never question your prices again

Kids wanna play with all their toys on every shoot and they don't care (or don't know any better) whether they're charging properly for them or not.  It's what happens when you live at home & got your equipment package as a college graduation gift....you have no reality when it comes to profit/loss, cost of living, expense management, etc.  Customers/clients are more than happy to take advantage of that inexperience and put up with less-than-stellar results when it's not costing them much...

it's unavoidable my friend. i can remeber when the cost of a camera was the price of a house. Now you can buy a really good camera for under $10k, which mind you was the minimum cost to put together a music video back in the 90's.Rates are dropping across the boards in many professions. The value of that professional touch has diminished. Y'all can call this new generation names but some of them are really good at what they do.Even the editing suites have changed dramatically. Now with $300 you can download FCPX and log in on youtube and learn it for free. My FCP pro certification cost me $1500. LOL.A New Day is here. Im just not changing my rates.I'm just gonna Keep lowering the content deliverables. LOL

If a client is primarily interested in cheap, then perhaps that is not a client you want.

I was once that shooter you condescend, and now work for clients that feel my skill, good attitude, ease of production, and developed aesthetic minimize risk and have great value. Inexperienced youth can not meet these client needs.

So let kids learn, and have fun out there! None of us deserve this job. It is an honor.

Trust that you are doing the best cost effective and creative work for your Clients & they will not be tempted to under/cut you. Also, we all have to adjust to the current economic situation and possibly alter our approach and work with them to achieve what they want & need. And blame the market place and not the people starting out, who have the same goals and desires that we all had when we were looking to break into to this business. Don't Kill the Messenger !