In 60 Seconds
- •A price shopper is not a bad lead. They are an educated lead. They just lack the context to understand your value.
- •The Rule: He who gives the price first, loses. Never give a price over the phone/text without first establishing scope.
- •The Pivot: When asked 'How much?', pivot to 'It depends. To give you an accurate price and not overcharge you, I need to see X.'
- •Apples to Apples: If they are comparing you to a 'Chuck in a Truck', you must highlight the differences (Insurance, Warranty, Parts Quality).
- •The Down-Sell: If budget is truly the issue, offer a 'Lite' version of your service immediately. Don't let them walk away.
"How much for a new AC?"
If you answer "$8,000", they hang up. If you answer "It depends," they get annoyed.
Handling the Price Shopper is a delicate dance. You must respect their question while refusing to commoditize your service.
The Psychology of Price
People rarely buy the cheapest option. They buy the Lowest Risk option.
When they ask about price, they are actually asking: "Am I going to get ripped off?"
Your goal is to build Value until Price becomes secondary.
The Scripting Frameworks
1. The Phone Pivot
- Lead: "How much do you charge for a water heater?"
- You: "Great question. We have standard units starting around $1,500 and high-efficiency ones up to $4,000. It really depends on your venting situation. I don't want to give you a fake number. Can I pop by for 10 mins to check the venting?"
- Why: You gave a range (transparency) but pivoted to the appointment (conversion).
2. The "Apples to Oranges" Defense
- Lead: "The other guy quoted me $500 less."
- You: "Okay, that's a good price. Did that include the permit and the expansion tank?"
- Lead: "I don't know."
- You: "Here is why that matters... [Explain Risk]. I'd hate for you to fail inspection and pay double later."
- Why: You planted doubt about the competitor's quality.
3. The "Budget" Down-Sell
- Lead: "I literally only have $5,000."
- You: "I understand. To hit that number, we can switch to the 'Silver' package. It has a 2-year warranty instead of 10. Does that work?"
- Why: You kept the margin intact but adjusted the scope.
Automated Price Handling
In your SMS/Email follow-ups:
- Don't hide financing: "Payments as low as $99/mo" sounds cheaper than "$10,000." Lead with the monthly number.
- Show the "Price of Waiting": "Inflation is raising parts costs 5% next month. Lock in today's rate."
Verification Checklist
- Ranges Ready: Does your team have a "Cheat Sheet" of price ranges so they don't stutter?
- Financing Link: Can you text a financing application link in 5 seconds?
- Competitor Intel: Do you know what "Chuck in a Truck" charges? (So you can counter it).
Common Mistakes
[!CAUTION] Getting Defensive Never get angry. "Well, you get what you pay for!" That sounds arrogant. Be helpful. "I totally get it, budgets are tight. Let's see what we can do."
- Emailing Estimates Blind: Never email a price without explaining it on the phone/video first. They will just look at the bottom line number and faint.
- Ignoring Value Adds: Did you mention you wear shoe covers? Did you mention the background checks? These little things justify the premium.
FAQ
Q: Should I put prices on my website? A: For simple things (Tune-up $99), Yes. For complex things (Remodels), No. It scares them away.
Q: What if they refuse to book without a price? A: Give a wide range. "Typically between $500 and $1,500." If they won't accept that, they aren't your customer.
Sources and References
- Chris Voss: Never Split the Difference - Negotiation tactics.
- ServiceTitan: Pricing for Profit - Structuring your flat rate.
Changelog
- 2024-06-14: Initial publication.
Read Next in This Hub:
- Estimate Follow-Up - Managing the quote.
- Intent-Based Follow-Up - Context matters.
Related System:
- Follow-up Systems - Automating the nurturing sequences.