Why You Should Not Compete On Price

I'm about to show you the horrifying reality about competing on price. We have cheap labor. There's always someone who willing to do it cheaper and we're really struggling here. We need to learn how to sell with a higher value and that's gonna start with our mindset.

Generally speaking, when we start competing on price, we're doing price drops on the retail side or we're giving things away or free upgrades, and we end up forfeiting our commission. What I want you to do now is to do the math based on the number of roofs you sold, the average amount you've given up on a project.

Figure out that difference and how much, how many more roofs you need to sell. Smart salespeople who just learned to sell at the higher price, even if their close rate isn't as high, end up in a better position with happier customers in an amazing experience because you can fund the growth. This is the horrifying truth of what it means for you and your company to race to the bottom.

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