How can surveying firms increase the perceived-value of their services?

Working at Surventrix, I've discussed value-based pricing for surveyors frequently lately, always explaining that pricing is more about value than cost.

This is especially relevant to surveyors starting their own business, or experienced businesses looking to increase pricing yet remain competitive.

There has always been a question of when and how to raise prices without sending clients running to your competitors. The topic is especially relevant at the moment.