I've stopped giving people "Options"
If I see evidence of pet, I upfront tell them to do the best job I need to apply a deodorizer. If I see a more severe pet situation, it becomes my 3 step pet process as well.
My price has increased steadily by about 20% over the past year. Schedule is staying full, reviews flowing in, I feel happy with what I'm charging and clients still tell me I'm about 50% cheaper than Stanley or ZeroreZ.