I believe that honesty is the best policy. I practice that with everything I do. Alot of times one needs to educate the customer on why. Most of the time they don't know and some don't care. Let's take a look at what's free at HEB for example: customer service, bathrooms, stocked shelves, clean floors, and a place to come and purchase what ever you like, but you have to purchase it is what I'm getting at. Most of your clients have a job and don't go into work for free and neither do you. Use your market, know your competition and stay aggressive. Be honest, courteous, love your customer & what you do. Expect to get paid for your efforts and time but stay humble. 
Live and Love!

Best,

Daniel Lozano
Volvo of San Antonio
xxx xxx-xxxx direct
[email address]