Over the years I found that I've also undercharged. What's helped me out is before I consult with a client, I give them a brief rundown on how I charge for work. So I'll say something like, "before we meet to discuss plans for your cake, please know I have a $100 cake minimum for all sculpted cakes, and the price generally goes up accordingly in regards to design, cost of materials, labor, how many people it will feed and delivery...if you would like to take some time to think it over I understand, or if you'd like to proceed and book a consultation I'd be glad to set a date and time" this works well in an email too. You could also use what ever other formula you use to price your work, I use the minimum price to set the stage for the rest of the conversation. I find it lets people off the hook easily so they don't feel stupid for not understanding that the work is expensive. I think that's where alot of the attitude comes from. And prefacing your sale like this gives your client a better idea of the cost of your work. This way I don't waste my time laboriously discussing a cake that someone won't buy because of sticker shock. They know I'm expensive right out of the gate. they take it or leave it. Also too, I charge separately for consultations, again, time is money. If they book with me i refund the money into the final cost. If they don't book with me, atleast I'll leave with a check for my time. These days I only take on the projects that will pay for my time, and/or clients that appreciate my work.