Here is the shocker: Most people are decent, know if their carpet is super soiled, feel bad about neglecting it, and if you come across as honest and straight forward, do not have a problem with paying more for extra work. When I come to clean, I asses the carpet and only charge extra if I know it will require a lot of extra work.
If that is the case in SF, then consider yourself lucky.
Charging more with little resistance and up-selling attempts are 2 different animals.
When it becomes an upsell attempt, it all boils down to one important question, and that is, if you are not successful in your attempt to increase your ticket, and at the same time, you know that conditions warrant extra work, are you going to do the right thing and do it anyway......free "upgrade" because you value new customers blah blah blah...... or are you going to only perform the lesser service in spite, which is only spiting yourself and your integrity in reality?
It's a complex question.
My point was, to avoid the complexity and moral issues, it's better to simply accept the instances of having to do it when conditions warrant it but the customer does not want to pay more, if your success rate from the pricing/up-sell strategy is high enough.
For every 20 customers, how many would you on average sell on the additional service level?
How much extra income would that generate?
How many times will you have to bite the bullet and do it anyway?
Gotta look at the big picture of such a pricing campaign.
Some may be able to pull it off, and some may not.
The morality question is only negated by accepting the mindset to always do what is best, despite the depth of the pockets, and hope the campaign as a whole offsets the amount of times you have to do it on the arm.
Not easy to swallow, but I think easier in the long run.