Chris Collins argues that underpricing services under $100 forces owners to underpay technicians, creating turnover. He says businesses need clear pricing strategy and advisors to stay competitive, and warns against playing reactive instead of proactive.
You got to have a pricing strategy and advisors in place and understand how to be able to have a profitable business and pay the most. I don't know how many times you do a strategy session and people still have an el are under 100 bucks more often than it ever should be, and they're losing technicians and they, they can't imagine paying somebody 40 bucks an hour. But you have to have the capacity to be competitive, not be the one reacting and playing from behind. And most of the industry is playing from behind.
