The price objection is the most misread moment in home services. When a customer says you’re too expensive, they’re rarely talking about money. They’re telling you they don’t trust you yet. And trust doesn’t start when the tech quotes the job. It starts the second they call, and it builds through every step, the greeting, the questions, the follow-through. Miss those, and no price will ever be low enough.

Customers rarely come out and say, "I don't trust you." What they tell you is your price is too high. We all know that objections, primarily price objections, are because the customer doesn't see the value or trust you that you are the person to take care of this problem. Trust is critical in any sort of customer interaction. And building trust starts way before that technician ever arrives at the door. It starts in the contact center when that customer talks to someone on the phone and they assure them that they're going to send a technician out to solve their problem. It starts in dispatch when we're updating customers. We're doing what we say. We're put together. We're not forgetting things or not updating customers. All of these things are critical. And then when the technician arrives, before he ever presents a price or a set of options to the customer, you're building trust throughout that whole call. How do you greet the customer? How thoroughly do you ask questions to understand what the true problem is and/or other things that this customer may be dealing with? And since you're there, you might as well take care of them. We have to always be thinking about how the entire call sequence, how that builds trust with our customers so that we can build that trust and then fulfill it by doing great work.