The $14 Caulk: How Your Price Tells Customers How Good You Are
From PDR College podcast- Paintless Dent Repair / Removal Business and Marketing · 01:25:52
Show by Keith Cosentino & Shane Jacks
Why does the $14 tube of caulk feel better than the $4.50 tube—even after the carpenter you trust tells you to buy the cheap one? Keith Cosentino and Shane Jacks dig into the power of price positioning and how the number you put on a repair shapes what customers believe about the quality of your work. First, an honest update on Shane's recovery and the mental side of a long injury—when the hardest part isn't the pain, it's wondering whether you'll ever be the same guy again. Then it's back to where PDR College started: the old California vs. South Carolina pricing debate and the infamous S550 question. Keith shares his trip down the caulking aisle, a customer who chose the $1,700 quote because the other three were $500, and why $2,000–$3,000 cash panel repairs are real today. They also cover why premium pricing only works when the whole business lines up behind it, why "I'm going to spend a lot of time on that" is the worst answer to a price objection, how to handle "I've got a guy who'll do it for $75," why "for what they paid" is just an excuse, and a surprise crack in an aluminum 992 quarter panel. Stick around to the very end for a hint about another advanced skill seminar.
More episodes of PDR College podcast- Paintless Dent Repair / Removal Business and Marketing
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- $65 an Hour: What It Costs When You Skip the Price Talk
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- The $3,500 Sweet Spot: Why the Worst Hail Damage Pays the Worst
- Emotion vs. Transaction: When a Good Customer Turns...less so
- Pocket Pickles: Is Your Presentation Costing You PDR Sales?
- PDR College Podcast Episode 1 PRICING. YOU'RE DOING IT WRONG.
- PDR College Episode 2 -HOW TO GET MORE RETAIL BUSINESS
- PDR College Podcast Episode 3- Best Practices for Your Retail Business
- PDR College Episode 4 - HOW TO LEAVE YOUR LOCAL AREA FOR HAIL and HOW TO COME HOME FROM HAIL
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