How do you respond when prospective customers say, "I've got three other bids on the exact same equipment you're quoting me on, and you're $2,000 higher than everyone else?"

Differentiate Between Price and Cost

Ask the customer, "Is it the price you're concerned about or the cost?" They'll usually ask, in so many words, "Aren't they the same thing?" Explain to them, "The price is your initial investment; what you pay for the installation. That's what most people focus on.

"The cost is your overall cost of ownership. That includes such things as the ongoing maintenance, your utility bills to operate it, repairs, and its eventual replacement. Over the lifetime of the equipment, your cost of ownership will far outweigh the initial price you paid for it.

"I do everything in my power to keep your overall cost of ownership to a minimum. Would you like to know what I do, why I do it, how much it adds to the cost of the job, and how it saves you money?"