The biggest reason I charge no more than what I do is because I'm trying to build a business. Fortunately I don't have calls from people who are distressed and can not pay. Those are very rare for me. Like I said, $50 per hour is the LEAST I'll go for. I have been on a few jobs that I made $150 per hour. Since I have been privy to Roto-Rooter's price list I now have some kind of idea of what to charge for various jobs which is extremely helpful. Just knowing what to charge makes me feel better about charging the going rate. For me, it's prices I'm not used to paying and the kind of money I'm not used to making. I'm exceedingly happy to be able to afford a few nice things now and still only work a couple of days a week on average. Where I moved there are ALOT of new expensive vacation homes going up. I've talked to several of the contractors but so far I've not been able to get any of them to put me to work unless I want to start out at $10-12 per hour... I'm better off working for myself with a job here and there and make in a day what I'd be making in a week working for those guys.... as for the sump pump question (similar to a water heater swap out to me)... depending on how hard it is to get it in and out and whether I have to pick up and deliver the water heater I start at $200 and go up from there... plus the cost of materials with a very small mark up to cover supplies.