agree with Kinver
i know its tempting when its slower in Jan and Feb to discount - but IMHO thats a wrong move, you end up doing the same amount of slowed up work cheaper when you actually need more work at the same rates as always
you are better concentrating on getting the leads rather than pimping yourself and pretending you are busier and earning less
think about Jan & Feb etc before you get there, look at your same months from previous years - what did you do for who, why did they use you in those months and why were they having stuff cleaned in those months?
then work out how to get more of those customers, not customers just doing it as its half price. They maybe tenants who have got to have it cleaned then, or commercials using up their last budget before the tax year is out etc etc
no area is the same as someone elses although we all have work to go at and can all make a living, competition and local afluence etc all comes into play
look at your own business and work out how you can maintain a flow of work to keep you ticking over and use your more spare time to get all your marketing good for the rest of the year - keep your time productive and dont over think talking people into accepting you at your normal rate, discounting to such low amounts will always inspire negativity about the job and eventually what happens is your service will lower to compensate the lower earnings whether you consciously do it or not - it will happen
if your rates are reasonable - you shouldnt need to sell yourself, just be honest about how you work and it will be plainly obvious the rates are right. You can and never should compete with 'spray and suckers/one stage cleaners' - if you are doing it right and going through the cleaning pie of stages and spending the right time on the job, offering the same cost as them will send you out of business. If you want to be the lowest quote when they ring, buy a Vax or Rug Doctor and then you will have the right set up for that and can do loads in a day at £8 a room!!
and how do you know if your rates are right? if you are in doubt, mystery shop some local cleaners you know to be doing it right and find out!!! you wont get lots of info on prices from the experienced cleaners as they wont work that way but word it right and you should get enough info to help
or just ask some cleaners far enough away from you who wont mind discussing it with you
but dont just go cheap - it affects us all and makes you look cheap