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I charge quite a bit higher than the local rate. I do get lots of knock backs on the smaller semi's. The good thing though is that if somebody pinches one of my customers, well they would only pinch 1 and not 5 or 6 in one go as it would be hard for them to find my customers as they're all dotted about. I think it's one of the main benefits of charging higher.
Customer loyalty is key and a quality service, you need to charge higher to cover your travel time extra fuel and vehicle wear and tear, which I think will become more the norm across certain areas of the UK due to not being able to gain compact work for newbies coming into the industry.