In today’s show, we are putting Joe Cunningham in your passenger seat to discuss an understanding of why the price is what it is so that you feel confident in overcoming pricing objections. Joe Cunningham is no stranger to pricing objections. In the industry for decades, he is an experienced, award-winning veteran of the home services industry. Joe has created multiple curriculum for organizations including his own Success Track Network. He was one of the first million-dollar sales experts in the HVAC trade in the 80’s. Today, he helps contractors, distributors, and technicians who want to succeed with his proven processes and trainings. On this episode, Joe walks through the components that make up price to build confidence in the value you are bringing and the importance of the education process at the table. Be sure you listen next week to part two as we continue the conversation.