Yep Grumpy, I would agree, that is the ultimate golden chalice or holy grail that we would all like to attain.
By the way using internet lead services exclusively isn't that about the opposite of what you are accomplishing now? ie - surgical razor, aren't the lead services basically exactly the butcher cleavers you are talking about?
Keep one thing in mind, because you have a tendency to zero in with microscopic precision on some aspect of the discussion that isn't even being discussed.
When I am referring to the benefits of a "meeting your price strategy" I am not by any means referring to that strategy being the cornerstone of your marketing. I'm not talking about running ads that shout price matching to the heavens to lure customers, which sounds like what you are thinking since you are scared you are only going to attract those types of customers. Quiet the contrary, I am only referring to offering that technique as a suppliment to your current marketing, which if done properly should bring you some additional shots at some customers you would not be talking to, not by any means drastically changing the target or demographic of your current customers.
The perfect example to how this benefits you was something that happened to me a few months ago.
I got a call from a potential customer say on a Monday and set an appointment to look at the job for Wed. On Monday evening the customer called me back to say they had to cancel our appointment because they had made a decision with somebody else already. I responded positively that that was fine, however you know that I would still be happy to look at the job because I would match anybodies price but usually I never do because I always seem to beat everybodies prices right off the bat no matter what. (Is this true? Hell no. That is the marketing point, it is marketing to get the appointment by playing to the customers perceptions) I continued with I would be happy to take a look and at the worst all you would be out was some extra time and maybe the worst that happens is that after you have my estimate and if it is higher at least at that time you would know for sure that you made the right decision to go with the other guy.
I met with the customer and he shows me the project and shows me the other guys estimate. How hard do you think it was to point out every little detail about the steps of the job and ask the customer if the other guy had included that in his estimate? By the time it was over the guy was so confused as to what he was really getting for the money with the other guy and was so positive at what I was giving him that he hired me and paid more than then he was going to pay for the other guy. Was the other guy doing everything I was going to do? Probably, who the hell knows, nobody details every miniscule thing such as using this type of screw over this one, but having the chance to tell the customer about it made all the difference. That was a "price match" customer that I got only because I offered him the "price match" marketing ploy, and I didn't match anybodies price in the end. And if in the end the estimate he had was so low and there was no way to convince him that he needed to pay more for me to do the job, I would have simply walked away from it.
I know where your fears are coming from. But keep in mind I am not referring to running some value coupon ads or val-pac stuff with "PRICE MATCHING" sprawled out all over it, because any idiot could figure out that you are going to get a bunch of customers who are heavily price shopping. I'm not saying to go after those types of customers, but be able to take advantage of the totally under valued power of the price match marketing gimic to increase your exposure to additional leads.