Know your worth
If you are the only plumber in town, your prices are going to be higher than if there were 20 others to choose from. This is because your worth to the residents of the town, over and above the actual cost of what you do, is very high. Your worth would also be high if there were 20 other plumbers but you were the only one who knew how to fix a leaking tap.
If you offer professional or intellectual services, and, for example, you are the only accountant in town your fees will follow a similar pattern to the plumber, based on scarcity and unique skills.
People will pay more for what they value, such as:
Unique and exclusive
People also prefer to choose a business with shared personal values, for example: family business, eco-friendly etc.