Being a “Low Price,” or “Low Ball” service technician is repulsive to the flat rate contractor. Time and material technicians feel the same about flat rate service techs. Here’s my confession:
I was a “Low Price” / Time and Material service technician.
On the first day of work, the owner of the company introduced me as follows:
This is Todd Liles. This is the man that is going to get us from $50 an hour to $75 an hour.
At the time, that seemed like a near impossible task for the company. A 50% jump in prices just because the guy is joining the team!? I consider myself something of a body language expert, and the faces of the other techs said 3 things:
- I don’t like this guy. Who the hell does he think he is?
- Why in the hell would people be willing to pay more money for the same work?
- How in the hell I’m I supposed to ask for more money?
What’s interesting about those 3 thoughts is that I have seen it repeated hundreds and hundreds of times. In every PRESS PLAY Training Series that I teach; techs plumbers, and owners are thinking the same thing. As with any good salesperson, I took those thoughts as an objection to be conquered. How can I help these people? From that question, I learned 3 truths about the “Low Ball” service technician.
Truth #1 – The Low Price Technician does not like change.
Before you can change his mind, you must win his heart.
Truth #2 – The Low Price Plumber does not understand what the homeowner values.
Before he will charge more money, he must see value as more than just turning wrenches.
Truth #3 – The Low Price Tech does not have the tools he needs.
Before he will ask for more money, he has to know how to ask for more money.
The 4th Bonus Truth
Truth #4 – Give the Low Price Service Plumber what he needs, and he can become the High Value Service Technician.
Interested in converting your “Low Ball” service techs into “High Value” service techs? CLICK HERE TO DISCOVER HOW Special thanks to the following people for contributing their thoughts and feelings: Matt Michel, Todd Burton, Dave Bridges, Gary Freeman, Robin Sykes, and Steve Scott. *Thank you to those who will submit their thoughts after this post was published.
An Interview with Matt Michel of the Service Roundtable
[…] no way that will work in my small market. There is no way that we can get that pricing in our town. The competitors in this town are cut throat and they are selling cheap. Thomas, there is no way I can do what your asking me to do. There is no way we can do what your […]