When professional photographers are shooting in black & white, they'll often employ the use of color filters to create a more striking image. Variations of this technique are often used in Photoshop before the image is converted to grayscale. For example:
1: Create a Hue/Saturation layer above the color image, and reduce the saturation to -100 to get rid of the color. Then, in between this layer and the color image, create another adjustment layer, such as Curves or another Hue/Saturation -- basically anything that can adjust individual color channels until you get the effect you want.
2: Instead of creating two adjustment layers, create one Channel Mixer layer, check Monochrome, then adjust the different color sliders. This is my personal preference, but it takes a little practice to get it right.
Once the image is as you want it, you may want to convert it to grayscale if you're working in single color printing. These techniques are sometimes overkill, but for a professional result, you should try and control the conversion process as much as possible.