Always make sure your service is relevant to your core customer. Adapt or die. As your initial customer bases ages, you must be an obvious choice for a new wave of customers. In other words don't keep selling buggy whips when most of your customers are driving cars. You may need to target a different customer base. Align your services to modern installations and not what was on-demand in 1963. Collaborate with services that share your customers but do not compete in your space. Notice I didn't recommend changing your prices. Price is not always why a prospect chooses another service, it could be a misperception of relevance. Those individuals who choose price first are not your customers.