Price.
It’s the word that can make or break a conversation with a potential client.
Every trade business faces it at some point. You put together a fair, honest quote for a job, and the client comes back with:
“We really like you, but someone else is cheaper.”
It’s frustrating. Because deep down, you know your work is better, your service is better, and your reliability is better. But the other guy’s number looks smaller on the page.
So how do you compete without cutting your price every time?
This month at Rise Advisory, we talked about exactly that in two of our YouTube shorts (Price vs Value and Be Smart About Price) exploring how tradies can handle price pressure while still growing profitably.
Let’s unpack the key lessons from those conversations.
Price Will Always Be There, But It Doesn’t Have to Define You
The first thing to understand is simple: price will always be part of the equation. You can’t avoid it.
As Jerome explains in Price vs Value, “We have to acknowledge the elephant in the room. Price will always be a need.” Clients will always compare quotes and look for what seems like the best deal.
But being the cheapest is rarely the best long-term strategy. The goal isn’t to eliminate price from the conversation. The goal is to shift the focus to value.
Because when clients understand what they’re really getting for their money, the conversation changes completely.
Understanding the Real Needs Behind the Quote
Every client has different needs. Some want speed, others want quality, others want certainty.
As Jerome points out, closing more deals often comes down to understanding the genuine needs of that particular client.
If you’re working directly with homeowners, your focus should be on explaining the attributes of your service that meet their specific goals, not just the technical details, but what those details mean for them.
For example:
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Don’t just say, “We use high-quality materials.”
Say, “We use materials that last twice as long, so you won’t be calling someone else back in 12 months.” -
Don’t just say, “We’re fully insured.”
Say, “If anything goes wrong, you’re 100% covered, no surprises, no stress.”
Everyone wants to be heard, seen, and valued.
When you demonstrate that you understand their situation, you’re already ahead of half your competitors.
Why Communication Creates Confidence
Having a strong brand, clean van, and good-looking logo all help. But they’re not enough on their own.
The thing that truly builds trust is communication.
“The ability to pick up the phone, text, or email and have a follow-up, that’s where the rubber hits the road,” Jerome says.
Clients don’t just want a quote; they want to feel like they’re dealing with someone professional. A simple follow-up message or call can go a long way toward creating that confidence.
Think about the last time you dealt with a supplier who never got back to you. Did you feel good about giving them business? Probably not.
Now imagine how much more comfortable your clients feel when they know you’ll communicate clearly, show up on time, and keep them updated.
That confidence often outweighs small differences in price.
Demonstrate Competence, Don’t Just Claim It
Confidence in your trade business starts with competence.
You don’t have to say, “We’re the best.” You just have to show that you’re competent, consistent, and reliable.
As Jerome says, “The number one strategy is to demonstrate that your product or service actually meets the client’s needs. That’s what builds confidence”.
Whether it’s a gallery of completed jobs, testimonials from happy clients, or even just a well-structured quote that explains exactly what’s included, proof matters.
People want to feel confident that they’re making the right decision. And most of the time, that feeling is worth more than saving a few hundred dollars.
Add Perceived Value Without Dropping Price
Here’s something every business owner should know: you can make your offer feel more valuable without actually changing your price.
This is what Jerome calls adding perceived value.
A few examples:
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Add a guarantee. If you already stand behind your work, put it in writing. “We fix it free if there’s an issue within 12 months.”
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Offer small add-ons. Include a quick clean-up service or follow-up inspection that doesn’t cost much but adds peace of mind.
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Clarify your communication. Let clients know when and how you’ll update them throughout the job. This small promise makes your service feel more professional and trustworthy.
These small touches shift the client’s focus from price to value. And when people feel like they’re getting more, they stop comparing numbers.
When You’re Partnering With Other Trades
In Be Smart About Price, Jerome talks about another common situation, working alongside another trade to win a job.
In these cases, price can still have an impact. But instead of seeing it as competition, see it as collaboration.
If the other business is investing heavily in marketing or lead generation, sometimes it makes sense to adjust your gross margin slightly to help them secure the work.
As Jerome puts it, “We all have to buy business sometimes, so let’s be smart about it.”
By supporting that partnership, you create a win-win situation:
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The client gets the right solution.
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Your partner trade wins the job.
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And your business stays part of the project.
When everyone wins, those partnerships tend to come back again and again.
Shift Your Mindset: From Competing to Positioning
If you always compete on price, you’ll always attract clients who care most about price.
But if you position your business as the one that listens, communicates, and delivers value, you’ll attract clients who care about quality and trust instead.
That’s not just a marketing tactic, it’s a business strategy.
The goal is to move the conversation away from “how much?” and toward “what do I get for that investment?”
Once you start having that kind of conversation, you’ll find that clients are willing to pay more, wait longer, and stay more loyal. Because they’re not just buying a service, they’re buying confidence.
Key Takeaways
You don’t need to drop your prices to win more work.
You need to raise the perceived value of what you offer.
That means:
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Understanding what your clients really need.
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Communicating clearly and following up.
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Demonstrating competence, not just claiming it.
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Creating confidence through service, not discounts.
As Jerome said, “When the client wins, the third party wins, and your trade business wins, we’re on the winning side of the equation”.
So the next time someone asks you to “sharpen your pencil,” don’t panic. Smile, listen, and shift the conversation to value.
Because when your clients see value, not just price, everyone wins.
