In my opinion, competitive pricing will ALWAYS be the key. I'm just as good as the next guy down the road. I'm better in some areas and not quite as good in others. There's always someone out there that knows more. How effecient you are with your time definitely makes a difference, though. If you keep your prices low and can get the job done in 30 minutes with a 1 hour minimum charge, you can technically double up your wages per hour and still be a miracle to your customers with the low price AND being able to get out of there and on to your next customer EARLY. (They tend to like that.)
Yes, there's an appreciation for experience, but just because you've been doing your job for 30 years doesn't mean that someone who's been doing it for 15 doesn't know just as much and could possibly do it more effeciently than you can. Never underestimate your competition.