This is a fantastic question! I love it! I have had similiar experiences. The most important thing is NOT to sell off of just rate. This is because then you submit yourself to economic contraction or expansion. Your income will be unpredictable. The ANSWER: Sales Training. We as sales owners have to find the "PAIN POINTS." Sounds like you have done a fantastic job doing that. NOW, you need to sell it or be sold. EVERY product and business I have had has ALWAYS been higher then competition and never has stopped me from thriving. Sales is vital, you need a team of sales folks hitting the phones, door knocking, marketing, offering so much value that you are no longer competing, but you are dominating. I"m doing this NOW in my business!