Short answer: by turning down projects that are below your threshold.
Intermediate tactics:
* No matter how your SOW/MSA is structured, don't quote prices in terms of $/hour.
* When you get rate pushback, follow up with a bid for a smaller or more constrained project. Slip scope. Never slip your rate. You'll never get it back.
* Include a support retainer or annual/quarterly maintenance price, instead of giving that away for free.
Intermediate tactics:
* No matter how your SOW/MSA is structured, don't quote prices in terms of $/hour.
* When you get rate pushback, follow up with a bid for a smaller or more constrained project. Slip scope. Never slip your rate. You'll never get it back.
* Include a support retainer or annual/quarterly maintenance price, instead of giving that away for free.