The idea that all of our customers want to get a quality installation for the best possible price is agreed on by most of us. So why not give the customer want they want? The reason that most of us are unable to accommodate our customers is our inability to sell the value of our quality installations. We let the customer assume that all the prices they will get will be based on the same quality installation. We know that is not true, but without selling ourselves we do let this happen.
The prospects don't realize that you are buying components and putting together a comfort package to fit the application the customer has given to you. The prospect thinks that they are buying a finished product because they have seen the advertising by manufacturers encouraging them to purchase their equipment on television and in magazines.