How do you handle comments about how expensive your service is?

Maybe in the contract part of the agreement, explain the high costs to operate and insure the equipment. And that is why there is no free stuff and fees that are set. look at grocery store prices are high. I have experienced a bad tow. Car was damaged etc, 

customers service is everything, with that said, most don't even know that most insurance companies have a rider in policy for random towing allowances and they can normal get towed for free of reduced pricing. Just let them know prior to the tow to check their policy.
hope this helps.

Up front pricing eliminates confusion when the job is done. This applies to any service based business.

Our customers are told up front what it will cost according to what needs to be done to fix their problem. 

Making sure your customers always know what it will cost them before hand is important.  Then the decision is theirs to make whether they want to go ahead with the service or product that you offer.  They can always shop around and compare prices.

Well. I’m very at front with everyone and I don’t negotiate prices, because that’s the best way to be in business, I realized that the I need to be the same person with everyone no matter what and some people appreciates that.

You run a business and is no need to negotiate prices on your services.

I would not ask you to work for free why would you assume I would or could. Also if something happened to you vehicle while we were towing you would want to be compensated in order for us to be able to take proper care and make sure you are covered is very expensive and we charge accordingly.

apologize about how expensive it is to run a tow business and recommend checking there insurance for tow coverage or joining AAA for next time.   The more computerized cars are the chance may increase for a tow and most need flatbed service now.

Looks like you just answered your own question. Service is everything, but we all know the overhead costs of having a business. Maintenance, Insurance, Taxes, and in your case fuel, Employees.

hi there it all depends, i have royal customers they get more much discount if its not a repeated customer i will charge but volume makes big difference if your truck sits not bringing no money i rather charge a little less bring more work try to give extra service which wont hurt your revenue if you give free stuff to customers you will get repeated customers