Speaking of “top to bottom,” your employees also represent your company. You need to set a standard of excellence in your company, train to that end, and establish accountability.
Lowballers and overall pricing pressures always have and forever will be thorns in the side of many a landscape contractor. You face a lot of competition, so there will never be a day where you can charge as much as your silly heart desires. But learning how to create value in the eye of the consumer should at least help you avoid engaging in an unsustainable race to the bottom.