We all sell packages.  Some of us just have enough common sense to name them. I disagree that if you have packages you're not a custom shop.   

If I called anyone on this forum and asked for a 1 Home Theater solution, each one of you could name all of the products that would go into the room in a Good, Better, Best scenario inside of a 5 minute phone conversation.  

We all have products that we use everyday, and that we like to provide to customers.  

By packaging the system you're doing alot of things right.

1.  You're accounting for all of your costs, without the pressure of rushing through a quote.
2.  You're giving the customer the ability to pick the budget that best fits his needs/wants, and still giving him a system that you're happy with because you've designed it.
3.  You're eliminating "bugs" in the system(s) you sell because your technicians will be working with the same products over and over, that familiarity will make you more efficient and will result in better installations and less service calls.

Just because you've put packages together doesn't mean that it's not custom. It's just put together properly with everything accounted for.

From a sales standpoint, you will sell your "middle" package most of the time, so make sure that's the system that you want to install the most of.

IMO, if you're not selling packages, you're wasting valuable time that you could be spending doing other things like prospecting for new sales or fishing.