HCE,
it really boils down to a numbers game. get the phone to ring enough to be able to walk away from 6-8 out of 10 calls and make your money on the remaining 2-4 calls. Work less, make more.
Kind of a buy low, sell high idea.
if you only generate 10 calls/week, you can't really afford to walk away from 8 of them. Generate 100 calls/week. And you can make a great living on the 20 you get. Generate 1000 calls/week and you can get rich on the 200 you do. So long as your pricing in profitable.
But look at what they are doing to warrant those rates. People are paying them. Who? Why? How can you get your rates more in line with theirs?
Good luck.