This is all part of learning how to grow your business. When I first got my business...it was taken over by me. So there was already a small clientele and a few accounts. This situation reminds me a LOT of how I felt in the beginning.
I felt the previous owners prices were high...simply because people were telling me they were high. As time went on, I realized really quick that it's in fact not my prices...but just the clientele that they had. They had a cheap clientele.
Now, I've upped my prices big time. I have packages that go for $500-$800. Do I do a ton of them...no, of course not. But, I do them. Most of my business is on daily drivers and they typically pay $165-$215 for a 1-step exterior, and full interior.
Wash & Wax's for me are $79-$99. And that only includes a wash, and literally wax on the paint. That's it. Are there cheaper places around me...absolutely! Do I care, definitely not. There's probably about 5 places on the very same street as me...they all charge less, but they do less work. Explain that!
It just comes with time. Forget the Wash & Wax customers. Get the full details. I probably do 5 wash & wax jobs every few months...maybe. That would be a high estimate. But I do about 4-6 full details a day. Each vehicle is at least $165, and up to $315 on the average.
Also keep in mind...that if people know you're just starting out, they will take advantage of that. They can see your desperate. Be confident! Sell yourself as well as your service. People will come to you because they like you. Just get through these cheap jobs, and more customers will follow. Don't budge on price! In fact...if they think your Wash & Wax is too expensive, then enlighten them on the higher up packages that are much more worth the money!