A lot of technicians think customer resistance starts at the price.

Chris Elmore says it starts much earlier.

In this episode, Chris uses a vivid analogy to explain what happens when a technician gives a customer bad news without preparing them first. The result is confusion, defensiveness, and the urge to escape... just like someone reacting to an unexpected explosion. The point is not the drama of the analogy. The point is what surprise does to trust.

This conversation breaks down why great technicians still lose customers during the presentation phase, and how to prevent that by setting expectations earlier in the call.

Chris explains how the right questions create context, how context creates contrast, and how credibility, agenda, and price help settle anxiety before the diagnosis is ever delivered. He also shows why PRESS PLAY is more than structure... it is a way to make the final recommendation feel logical instead of alarming.

If you want smoother calls, less pushback, and more trust when it is time to present options, this episode will help you understand what is really happening inside the customer's mind.

If this episode hit home, follow, review, and share it with a technician who wants to run smoother calls and build more trust in the home.

Windshield Time exists to help techs grow their skills, their confidence, and their careers.

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