People already complain my rates are to high.
@sapphirescales gets a lot of flack on here, but you should pay attention to what he says. He charges premium prices and makes money but his customers aren't complaining a lot about his prices because he's providing good service
to people for whom his prices are not an issue.
If you're competing against Craigslist techs/pizza techs/trunk slammers/the man in the van, then yes your prices are too high because you're competing for cheap customers. What you want is to be the person who's providing good service to the
good customers - the ones who have money, who value what you're doing, and to whom it's worth it to go to one place and pay the price to have it taken care of rather than spending the time shopping around for the cheapest option because they have more time than money. The people who serve and want to serve those cheap clients are
hustlers because they are
always hustling - for the next dollar, next customer, next way to shave a few pennies, etc. I know this because I'm trying to finish extricating myself from working with someone like that and it makes me insane.
Think about what a
good customer looks like, about what the customers you want look like, about what the customers you're pursuing or getting look like, and figure out what you need to do to move from the current set to the ones you want and the ones that are good.
Then go and buy the legit software. If people complain that it or you are too expensive, explain that it's expensive because you do it right, legitimately and without cracked software or shortcuts and it costs that much because that's how much it costs for your time and the tools to do it right. Explain that you purchase the tools you use because you want the vendors to keep providing and improving them.