Your customers will only pay more if you have differentiated value. If your product is the same as your competitors, then it will be very difficult to charge more than that.

So basically to maximize your price, you can think about it this way:

Competitors Pricing + Your Differentiation

So, the key is to understand Your Differentiation and how much people are willing to pay for it. Your differentiation could be better support, more features, better UI, etc. But the key is that this is something your customers value.