When a customer chooses the cheapest option, is it really because of price or because of how it was presented?

In this episode of Windshield Time, Chris Elmore and James “J-Dub” Walker reveal why customers default to low-price decisions—and how techs unknowingly reinforce that bias.

Packed with real-world roleplay and proven frameworks, this episode teaches you how to present pricing with confidence, educate customers without confusion, and protect the value of your premium work.

You’ll learn how to:

-Present prices top-down to anchor value -Avoid confusing customers with too many options at once -Leverage the psychology of loss aversion and consensus -Build trust while still selling premium -Reframe pricing conversations to highlight long-term value

Mentioned in This Episode:

→ Only 18% of customers actually buy the cheapest option → Why techs often “lead the witness” toward low-cost picks → The importance of slowing down when presenting pricing → Robert Cialdini’s Influence  → Real roleplay examples that build confidence in price delivery

📥 Download the FREE Objection Handling Playbook — loaded with scripts and strategies to help techs close more calls: https://www.servextra.com/objection-handling-playbook-download/

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