A short YouTube video by Louis Massaro advising service providers on handling price objections by educating customers about value. Uses a landscaper anecdote to show that customers often test price by negotiating and that a higher price can reflect different total cost/outcomes; the emphasis is on communicating why the higher price is justified rather than simply lowering the fee.
I know the feeling. I know it's scary. Jobs aren't getting booked. Customers said they got a lower price. Do you know I say that to people. Landscaper comes, it's going to be this much. Really? It's a little high. That's my little tactic to see if we'll take off another 50 bucks or whatever it might be. People do that, it doesn't mean they're not going to go with you. All it means is that we haven't done a good enough job yet of educating them on why we charge a little bit more on why. Just because our price and their price are different doesn't mean that the overall cost at the end of the day is going to be the same.
