Brian Kaskavalciyan raised prices multiple times without losing customers by doubling down on value: automation, personalized gifts, and a lifetime warranty that covers 20-year-old windows at no extra cost. Confidence in what you deliver makes the price stick.
I raised pricing and my closing rate didn't go down, and I raised pricing again and my closing rate didn't go down. And so it was kind of a leap of faith that that was what was going to happen for us. And every time you do it, you get nervous that you're not going to sell anything, but sure enough, you do. And then it's just about having confidence in the services that you're delivering. We're constantly reinvesting in the company with things that deliver an exceptional customer experience and the automations that we put out and in the letters that we send our customers and the gifts that we send our customers after the job, our lifetime warranty that we, you know, we're a 75-year-old company. I mean, it's very frequent that we're servicing people's 20-year-old windows for nothing, and that's part of the value that we are bringing. So it's about having confidence when you take your price to market that you've got a lot of value to give
