I believe in value billing. That means that I bill my clients what my advice and service should be worth to them. They get something they are happy with, and I get rewarded properly for my efforts.
However, greed for business can trip us up. I get offered more than I accept. Some I turn it down because the value of the work is not high for the customer or client, and therefore the reward for me would not be enough. I will not charge a client a lot more for something as good she could get somewhere else. I direct her to the somewhere else.
The greater danger for some of us is in being tempted to accept business that is outside our normal area and which may be beyond our current experience; even beyond our expertise.
I pick and choose what work my business undertakes. I do not do everything “in-house” of course. If it is work I can give my colleagues and supporting workers who can do it well, of course I accept. It is that stuff which we do not know enough about which can trip us up badly.
We can certainly recommend others in our stead if we are not confident. We should never be afraid to say “no”.