Windshield Time

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.

-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

→ 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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In the trades, busy season feels like chaos—calls stack up, the pressure ramps, and the temptation to rush is real. But here's the truth: cutting corners doesn't save time—it costs you.

In this episode of Windshield Time, Todd Liles and Chris Elmore share why slowing down and sticking to the process is the fastest way to consistency, trust, and long-term wins. If you're feeling the heat in your business right now, this episode is your reset button.

-Stick to full processes—even when you're slammed -Avoid costly callbacks caused by rushed work -Present all options during peak season to boost value -Build trust between schedulers and techs with better communication -Use scarcity and urgency to increase perceived value

→ Callbacks and the cost of cutting corners → Full option presentations—even during demand surges → Schedule trust: defining emergencies and honoring boundaries → Why speed without clarity breaks your team → The mindset shift that prevents burnout and boosts results

📥 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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Ever presented your findings… and watched the customer go quiet? In this episode of Windshield Time, Chris Elmore and James "J-Dub" Walker unpack what really causes that reaction—and how to prevent it.

From the very first question you ask, you're either setting context or setting a trap. If you want the customer to trust you when it matters most, you've got to build contrast early and deliver findings with clarity, confidence, and control.

You'll learn how to:

-Ask better questions that build trust and uncover expectations -Use age, maintenance, and filtration to create context -Structure findings as a story—not a list of problems -Separate the "meaning" conversation from the "money" conversation -Keep control of the call while giving customers space to process -Turn presentation anxiety into confidence and clarity

Mentioned in this episode:

• The "bomb blast" effect: why customers shut down

• The 7-step findings presentation framework

• How to avoid the "I also found…" death spiral

• The importance of linking symptoms to causes

• When to give customers space—and when to stay close

• Why you shouldn't present findings with pricing attached

📥 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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"Why do we have to charge so much?" If you've ever asked that question—or had a customer ask it—this episode is for you.

In this candid breakdown, Chris Elmore and James "J-Dub" Walker unpack what it really costs to run a service call, why pricing isn't based on greed, and how to explain value when customers don't understand what they're paying for.

This is the financial literacy episode every tech and salesperson should hear.

You'll learn how to:

-Break down fixed costs vs. variable costs in simple terms -Explain why two water heaters are not the same job -Understand what it actually costs to acquire a customer -Protect profit without cutting corners or rushing the job -Use long-term value (like memberships) to stay profitable -Talk to customers—and owners—about price with confidence

Mentioned in this episode:

• The 100 Pennies exercise for understanding margins

• True cost breakdowns: marketing, overhead, labor, materials

• Membership math: how repeat visits lower cost per call

• Why price is based on need, not greed

• The problem with "just knocking $500 off"

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Just because you've been there before doesn't mean the process changes.

In this episode of Windshield Time, Chris Elmore and James "J-Dub" Walker break down the common trap techs fall into with returning customers—skipping steps, rushing intros, and assuming too much.

You'll learn how to:

Because familiarity doesn't excuse laziness—it demands excellence.

-Adapt your intro without losing professionalism or control -Balance familiarity with structure for a better customer experience -Avoid lazy shortcuts that damage repeat trust -Stay consistent—even when the customer knows your name -Ask instead of assume, and elevate repeat visits with small details

Mentioned in this episode:

• PRESS PLAY adaptations for return visits

• The "ERR" framework: Empathize, Reassure, Redirect

• The danger of familiarity: where techs often cut corners

• Customer loyalty stories (and where they break down)

• Why consistency > one-time excellence

• Real-world examples from the field—and a cocktail named Lady Hancock

📥 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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Not every objection is about price. Sometimes, customers are already frustrated the moment you pull up.

In this episode of Windshield Time, Chris Elmore and James "J-Dub" Walker unpack the invisible minefields techs face—frustrated customers, callbacks, pre-diagnosed opinions, and homeowners who try to control the process.

You'll learn how to:

-Navigate awkward customer situations without taking the blame -Use the "ERR" method: Empathize, Reassure, Redirect -Avoid apologizing for things you don't own -Guide customers back into your process—without a fight -Stay calm, confident, and in control—even on callbacks or late arrivals

Mentioned in this episode:

• The ERR framework: Empathize, Reassure, Redirect

• "Time, Crime, or Grime" — why customers don't want you inside

• The danger of owning problems that aren't yours

• How redirecting avoids conflict (and earns trust)

• Personality profiles and their role in tension

• Why every conversation is low-level negotiation

📥 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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The best sales pros don't just follow a script—they read the person in front of them.

In this episode of Windshield Time, Chris Elmore and James Walker break down how understanding personality types (like DISC) helps techs adapt faster, build trust, and close more calls without sounding robotic.

You'll hear exactly how to spot a Driver at the door, how a Stable personality might hide their objections, and how to adjust your tone and questions to connect faster with each type.

📥 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/

What You'll Learn:

• Identify customer personalities using tone, pace, and body language
• Match your communication style to D, I, S, and C types
• Handle objections based on the customer's natural behavior
• Ask better questions that reveal who you're dealing with
• Adjust your energy to connect faster and close with confidence

Mentioned in This Episode:

→ DISC Behavioral Profile: Driver, Influencer, Stable, Compliant

→ How each personality type responds under pressure

→ Roleplay examples of matching tone and tempo

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Ever been told, "I'm getting a few other bids" or "I want a second opinion"—and didn't know what to say next?

In this episode of Windshield Time, Chris Elmore and James Walker break down how to confidently handle process-driven objections like multiple bids or second opinions. You'll learn how to avoid getting defensive, build credibility early, and ask the right questions to keep control of the conversation and close the sale without pressure.

📥 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/

What You'll Learn:

• Why multiple bids and second opinions are usually about trust, not price
• How to build credibility early and minimize objections before they come up
• What to say without sounding pushy or defensive
• Why rolling over and emailing the bid almost always kills the sale
• How to LEAP through the objection: Listen, Empathize, Ask Questions, Problem Solve

Mentioned in This Episode:

→ LEAP Objection Handling Framework

→ The 3-Part Trust Filter: Value, Company, Installation

→ How to isolate what the customer really wants from a second opinion

→ Why credibility starts the moment you pull up in your truck

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Money objections are tough, especially when you hear "I can't afford it." In this episode of Windshield Time, Chris Elmore and James Walker dive into one of the most emotional objections techs face in the field.

You'll learn why affordability objections feel so awkward, how to overcome your own money biases, and how to turn a vulnerable moment into a confident path forward.

📥 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/

What You'll Learn:

• The fundamental difference between "too expensive" and "can't afford it"
• Why affordability is more emotional than other objections
• How to drop your own money biases before every call
• What to say before you offer financing
• The LEAP framework for guiding tough conversations

Mentioned in This Episode:

→ LEAP Framework: Listen, Empathize, Ask Questions, Problem Solve

→ Smart ways to present financing without offending

→ Real stories from the field (including one with a hidden Ferrari)

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Ever heard "I need to think about it" and watched your sale walk out the door?

In this episode of Windshield Time, Chris Elmore and James Walker unpack one of the most common—and misunderstood—objections in the field. Learn what that phrase really means, why it's usually a smokescreen, and how to respond without being pushy, salesy, or awkward.

You'll walk away with tools to turn vague brush-offs into confident conversations that move the sale forward.

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

What You'll Learn:

• How to decode "I need to think about it"

• The LEAP Framework for handling objections

• A 5–10 Minute Soft Close strategy

• Clarifying questions that uncover real concerns

• How to stay confident, calm, and in control

Mentioned in This Episode:

→ LEAP Framework: Listen, Empathize, Ask Questions, Problem Solve → Clarifying Question Sequence → Windshield Time Sales Training for Techs

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