If I decided right now not to mark up another item sold, my labor rates would definately need to to be increased.
I also feel what I sell an item to a customer for is my sale price and they have no business knowing what my cost was. I feel same about any product I purchase from someone else. If I don't like the price I can try to get it somewhere else. If my customer doesn't like my price they can get it somewhere else. My price also comes with installation, may or may not be included in an item price, but if I get no profit from material mark up - then installation cost has to go up if I want to have same net profit. With a contract even if materials are itemized - so what - the bottom line should be the total of the contract and not get hung on a specific item or two - maybe that one item they think they are getting hosed on is offset by another item they are getting a steal on.
Our markup is an internal book mark up we are contractors one bottom line price to the customer but never cheat yourself on your total estimate, and you may be able to survive in this tough business