• Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
  • CONTRACTORS
  • ENGINEERS
  • RADIANT & HYDRONICS
  • INSIGHTS
  • MEDIA
  • RESOURCES
  • EMAGAZINE
  • SIGN UP!
cart
facebook instagram twitter linkedin youtube
  • CONTRACTORS
  • BATH & KITCHEN PRO
  • BUSINESS MANAGEMENT
  • HIGH EFFICIENCY HOMES
  • TECHNOLOGY
  • WATER TREATMENT
  • PMC COLUMNS
  • PMC COLUMNS
  • Dave Yates: Contractor’s Corner
  • John Siegenthaler: Hydronics Workshop
  • Kenny Chapman: The Blue Collar Coach
  • Matt Michel: Service Plumbing Pros
  • Scott Secor: Heating Perceptions
  • ENGINEERS
  • CONTINUING EDUCATION
  • DECARBONIZATION | ELECTRIFICATION
  • FIRE PROTECTION
  • GEOTHERMAL | SOLAR THERMAL
  • PIPING | PLUMBING | PVF
  • PME COLUMNS
  • PME COLUMNS
  • Christoph Lohr: Strategic Plumbing Insights
  • David Dexter: Plumbing Talking Points
  • James Dipping: Engineer Viewpoints
  • John Seigenthaler: Renewable Heating Design
  • Lowell Manalo: Plumbing Essentials
  • Misty Guard: Guard on Compliance
  • RADIANT & HYDRONICS
  • RADIANT COMFORT REPORT
  • THE GLITCH & THE FIX
  • INSIGHTS
  • CODES
  • GREEN PLUMBING & MECHANICAL
  • PROJECT PROFILES
  • COLUMNS
  • SPONSOR INSIGHTS
  • COLUMNS
  • Codes Corner
  • Natalie Forster: Editorial Opinion
  • Guest Editorial
  • MEDIA
  • PODCASTS
  • VIDEOS
  • WEBINARS
  • RESOURCES
  • INDUSTRY CALENDAR
  • DIRECTORIES
  • EBOOKS
  • PM BOOKSTORE
  • CE CENTER
  • MARKET RESEARCH
  • CLASSIFIEDS
  • EMAGAZINE
  • EMAGAZINE
  • ARCHIVE ISSUES
  • CONTACT
  • ADVERTISE
  • PME EMAGAZINE ARCHIVES
search
cart
facebook instagram twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
  • CONTRACTORS
    • BATH & KITCHEN PRO
    • BUSINESS MANAGEMENT
    • HIGH EFFICIENCY HOMES
    • TECHNOLOGY
    • WATER TREATMENT
    • PMC COLUMNS
      • Dave Yates: Contractor’s Corner
      • John Siegenthaler: Hydronics Workshop
      • Kenny Chapman: The Blue Collar Coach
      • Matt Michel: Service Plumbing Pros
      • Scott Secor: Heating Perceptions
  • ENGINEERS
    • CONTINUING EDUCATION
    • DECARBONIZATION | ELECTRIFICATION
    • FIRE PROTECTION
    • GEOTHERMAL | SOLAR THERMAL
    • PIPING | PLUMBING | PVF
    • PME COLUMNS
      • Christoph Lohr: Strategic Plumbing Insights
      • David Dexter: Plumbing Talking Points
      • James Dipping: Engineer Viewpoints
      • John Seigenthaler: Renewable Heating Design
      • Lowell Manalo: Plumbing Essentials
      • Misty Guard: Guard on Compliance
  • RADIANT & HYDRONICS
    • RADIANT COMFORT REPORT
    • THE GLITCH & THE FIX
  • INSIGHTS
    • CODES
    • GREEN PLUMBING & MECHANICAL
    • PROJECT PROFILES
    • COLUMNS
      • Codes Corner
      • Natalie Forster: Editorial Opinion
      • Guest Editorial
    • SPONSOR INSIGHTS
  • MEDIA
    • PODCASTS
    • VIDEOS
    • WEBINARS
  • RESOURCES
    • INDUSTRY CALENDAR
    • DIRECTORIES
    • EBOOKS
    • PM BOOKSTORE
    • CE CENTER
    • MARKET RESEARCH
    • CLASSIFIEDS
  • EMAGAZINE
    • EMAGAZINE
    • ARCHIVE ISSUES
    • CONTACT
    • ADVERTISE
    • PME EMAGAZINE ARCHIVES
  • SIGN UP!
ColumnsBusiness ManagementKenny Chapman: The Blue Collar Coach

Kenny Chapman: When price doesn't matter

Don’t let fear rule.

By Kenny Chapman
When price doesn't matter
March 12, 2019

Price is a topic everyone wants to discuss and everyone has an opinion about, and you are probably wondering why I am even implying there is a circumstance when price doesn’t matter. Before you start thinking I’m crazy, let me explain.

Pricing your services correctly is extremely important when it comes to profitability, but the way some owners (and managers and techs) view pricing is ridiculous. Yes, I said it. Some owners (and you might be one of them) are afraid to raise their prices even slightly out of fear all their clients will immediately flee and start doing business with the competition! This is crazy thinking.

I’ll tell you what’s really important: The value behind the price. This includes your overall level of client service, online reputation, professional training and the effective use of technology.

More than ever, people are expecting communications with your company to be quick, easy and efficient. Clients are used to getting electronic updates, confirmations and messages, having easy payment processing, etc.

I see companies all the time that aren’t as profitable as they should be because they are so focused on price that they aren’t focused enough on what they are actually providing for that price. Your clients and potential clients pay more for convenience, quality, professionalism, better communication, reputation, brand and ease of use every day. Why should our industry be any different?

Why should price be such a defining factor in the minds of owners, managers and technicians in our great industry? You can’t be more expensive than your competition, provide subpar client service and expect to stay in business. But you can be more expensive than your competition, provide a better experience and value and be a very successful company.

So, how do you go about providing more value in order to justify price?

 

Deliver the ultimate client experience

The best way to give the most value to your client is to make sure it’s all about them, more specifically, their needs and wants. Your team members need to really listen to clients and make it as much of a personalized experience as possible.

This comes in the form of asking great questions and going the extra mile whenever possible. A huge mistake I see salespeople and technicians make is failing to actually communicate the value they are providing.

For example, if a tech tightens a toilet seat, they need to let the client know they did it! Just because it’s easy to them doesn’t mean it’s insignificant to the client. Seriously, I cannot stress this point enough. Communicating the value you are providing does wonders for solidifying client loyalty and making price insignificant.

Creating a culture of service is something I always recommend, too, because this leads to a focus on value for clients. Celebrate when someone provides excellent client service and gets a glowing review. Share stories in meetings about going above and beyond for a client. Stress the importance of uncovering client needs and wants, and that your goal is not just about making a sale, it’s about making them happy (which typically leads to a larger sale, anyway). Funny how that works.

 

Provide professional sales training

I’m not just saying this because my company provides professional sales training as one of our offerings. I’m promoting sales training in general because most technicians do not see themselves as salespeople, instead getting into the home service industry because they are good at the technical aspect of the job.

Many never saw themselves as client service-driven individuals; they just knew they wanted to fix things for people and make a good living for themselves and their families. As a result, they haven’t invested in themselves as salespeople. They might’ve gotten advanced technical certifications, but never thought about getting any sort of client service/sales certifications.

This responsibility then falls on company owners and managers to give them the skills they need to represent the company well by connecting with clients and presenting themselves in a professional manner. Investing in training truly is a smart investment; if executed correctly, it provides massive return.

Additionally, don’t forget about your office team members. They are often undertrained, yet are usually the first contact point for a new client. Office staff need sales and client service training just as much as (if not more than) techs and field salespeople. Keep in mind if CSRs aren’t effective on the phone, your tech or salesperson might never get the chance to even talk to that client!

 

Stay current with technology

More than ever, people are expecting communications with your company to be quick, easy and efficient. Clients are used to getting electronic updates, confirmations and messages, having easy payment processing, etc.

My wife and I recently hired an electrical company to install some new fixtures for our home, and they were great overall, until it came time to pay them. It took multiple calls back and forth just to give them our credit card number. They were unable to accept payment at time of service, and then didn’t answer their phone when we tried to call them to give them the credit card number, so we had to be sure to answer the phone when they called us back.

It should never be difficult for a client to give you money or communicate with you! This company probably had no idea that a seemingly small detail that could be taken care of with the use of better technology actually had a negative impact on our overall perception of their service and value.

 

Own your online reputation

You also need to make it as easy as possible for people to rave about you online. With technology comes the importance of your online reputation and positive reviews, which are gold when we talk about price mattering less.

Your potential clients want to know a company with good, honest people will be coming to their home, and there’s nothing better to create trust and value than solid third-party verification. People used to rely on friends, family and neighbors to recommend someone trustworthy. Now, they are consulting perfect strangers and valuing their opinions about your company. I’m not saying word-of-mouth is dead, obviously, but things have definitely changed in this realm! Reviews are “mass word-of-mouth,” truly.

Now, consider areas in your business where technology could provide your client with a better experience. Sometimes, it’s the use of newer software or simply taking a different approach to make some part of the service experience easier for your clients. If it’s easy for them, they’ll be a return client; if it was difficult for them, they’ll probably go elsewhere. Regardless, it’s not a matter of price; it’s a matter of ease.

People pay more for brands they like because of the perceived value. People pay more for expedited shipping because it’s convenient, easy and it meets their specific needs. People do business with people they know, like, trust and who provide the best service; when you get to this point, price doesn’t matter as much to a client.

Work on creating value for clients in these four areas, stop worrying about if your price is higher than your competitors, and focus on being the best company in your service area. When you do these things, price isn’t as important because people want to do business with you and your company — not because of your price — but because they know you are the best. That’s when price doesn’t matter.

KEYWORDS: business coaching pricing

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Chapman

Kenny Chapman, "The Blue Collar Coach," is an award-winning industry coach and trainer, as well as founder of The Blue Collar Success Group, a business-development organization for in-home service contractors. He is the author of In-Home Sales Acceleration and The Six Dimensions of C.H.A.N.G.E. and specializes in helping business operators become true business owners. Visit Kenny's website for free sales and leadership resources, or call 877-968-2244 to see how Kenny and the BCSG team can help you improve your company and better your life.

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • Worker using the Milwaukee Tool SWITCH PACK drain cleaner

    Pipeline profits: Drain cleaning, pipe inspection create opportunities

    Drain cleaning and inspection services offer lucrative...
    Plumbing News
    By: Nicole Krawcke
  • Uponor employee, Arturo Moreno

    The reinvestment in American manufacturing and training

    Plumbing & Mechanical Chief Editor Nicole Krawcke and...
    Plumbing News
    By: Nicole Krawcke and Natalie Forster
  • March 2024 Women in Plumbing hero image of woman engineer overlayed by circle of hexagon shapes with numbers from 1 to 10

    Celebrating 10 Influential Women in the Plumbing Industry

    Celebrating Women's History Month and Women in...
    Plumbing News
    By: Nicole Krawcke
Subscribe For Free!
  • eNewsletters
  • Online Registration
  • Subscription Customer Service
  • eMagazine
  • Manage My Preferences

Bell & Gossett Illustrates Path to Net-zero at AHR Expo

Bell & Gossett Illustrates Path to Net-zero at AHR Expo

IPEX celebrates grand opening of new Florida distribution center

IPEX celebrates grand opening of new Florida distribution center

AI can boost efficiency and profitability for plumbing, HVAC contractors

AI can boost efficiency and profitability for plumbing, HVAC contractors

NIBCO Press Solutions

NIBCO Press Solutions

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the Plumbing & Mechanical audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of Plumbing & Mechanical or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • J.J. Keller CMV vehicles on road
    Sponsored byJ. J. Keller & Associates, Inc.

    The dash cam game-changer for small business safety

Popular Stories

Underfloor heating installation with drain sewer hole in bathroom close up on water floor heating.

Using hydronics to leverage time-of-use electrical rates

Watts Nexa mobile image

Behind the Wall: Where smart plumbing gets smarter

Six tankless water heaters that feed the nutraceutical manufacturer’s operations.

How to deliver large volumes of hot water quickly and intermittently

PMCE Home-X April 29 Free Webinar: From Legacy to Leadership: Preparing Your Home Services Business for the Next Generation

Events

November 13, 2024

Future Proofing MEP: Navigating the 2026 High Efficiency Water Heating Standards

Join our deep dive into DOE’s new standards so you can future-proof your MEP practice.

EARN: 0.1 ASPE CEU; 1 AIA LU/HSW; 0.1 IACET CEU*; 1 PDH

View All Submit An Event

Poll

Will business be up or down in 2025?

Do you anticipate business in 2025 to be up or down in comparison to 2024?
View Results Poll Archive

Products

The Water Came To A Stop

The Water Came To A Stop

See More Products

Download the FREE Water Conservation, Quality & Safety eBook: Plumbing Trends Increasing Safe Water Availability

Related Articles

  • Strong relationships between colleagues and with clients

    Kenny Chapman: Relationships matter more than results

    See More
  • Chapman

    Kenny Chapman: How price positioning impacts your sales

    See More
  • Chapman

    Kenny Chapman: The innovation factor can be disastrous

    See More

Related Products

See More Products
  • 51CHeeKvw4L._SX322_BO1,204,203,200_.jpg

    Hydronic Radiant Heating: A Practical Guide for the Nonengineer Installer

  • building-code.gif

    Significant Changes to the International Building Code 2015 Edition

  • the water book.jpeg

    The Water Came To A Stop

See More Products
×

Keep your content unclogged with our newsletters!

Stay in the know on the latest plumbing & piping industry trends.

JOIN TODAY!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
    • Supply House Times
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • Instagram
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing

search
cart
facebook instagram twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
  • CONTRACTORS
    • BATH & KITCHEN PRO
    • BUSINESS MANAGEMENT
    • HIGH EFFICIENCY HOMES
    • TECHNOLOGY
    • WATER TREATMENT
    • PMC COLUMNS
      • Dave Yates: Contractor’s Corner
      • John Siegenthaler: Hydronics Workshop
      • Kenny Chapman: The Blue Collar Coach
      • Matt Michel: Service Plumbing Pros
      • Scott Secor: Heating Perceptions
  • ENGINEERS
    • CONTINUING EDUCATION
    • DECARBONIZATION | ELECTRIFICATION
    • FIRE PROTECTION
    • GEOTHERMAL | SOLAR THERMAL
    • PIPING | PLUMBING | PVF
    • PME COLUMNS
      • Christoph Lohr: Strategic Plumbing Insights
      • David Dexter: Plumbing Talking Points
      • James Dipping: Engineer Viewpoints
      • John Seigenthaler: Renewable Heating Design
      • Lowell Manalo: Plumbing Essentials
      • Misty Guard: Guard on Compliance
  • RADIANT & HYDRONICS
    • RADIANT COMFORT REPORT
    • THE GLITCH & THE FIX
  • INSIGHTS
    • CODES
    • GREEN PLUMBING & MECHANICAL
    • PROJECT PROFILES
    • COLUMNS
      • Codes Corner
      • Natalie Forster: Editorial Opinion
      • Guest Editorial
    • SPONSOR INSIGHTS
  • MEDIA
    • PODCASTS
    • VIDEOS
    • WEBINARS
  • RESOURCES
    • INDUSTRY CALENDAR
    • DIRECTORIES
    • EBOOKS
    • PM BOOKSTORE
    • CE CENTER
    • MARKET RESEARCH
    • CLASSIFIEDS
  • EMAGAZINE
    • EMAGAZINE
    • ARCHIVE ISSUES
    • CONTACT
    • ADVERTISE
    • PME EMAGAZINE ARCHIVES
  • SIGN UP!