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Ditch the Price Defense

As a contractor, you may have found yourself in a position where you feel the need to defend your pricing. This common reaction often stems from a fear of losing business or being perceived as too expensive. However, constantly defending your prices can be counterproductive and damaging to your business in the long run. In this article, we will explore the reasons why you should stop defending your prices and provide you with alternative strategies to enhance your sales approach and build stronger client relationships.

Pre-Qualification: Start with a Strong Foundation

Defending your prices is often a result of poor pre-qualification. To avoid this, ensure that you have open and honest conversations with clients about their needs, expectations, and budgetary constraints. By laying the groundwork for a mutually beneficial relationship, you can present your prices confidently, knowing that they accurately reflect the value you bring to the project.

Understand Your Client's Needs: Focus on Pain and Pleasure

Another reason contractors feel the need to defend their prices is a lack of understanding of the client's needs. By focusing on the client's pain points or desired outcomes, you can demonstrate how your services align with their goals. This approach will make price less of a concern and help you build trust with your clients.

Remember, clients are motivated by pain and pleasure – addressing their pain points or helping them achieve their desired results will make your pricing seem more justified in their eyes.

Save Your Energy: Stop Wasting Time Defending Your Prices

Defending your prices is not only unnecessary but also a waste of time and energy. If you find yourself consistently justifying your prices, it's a sign that you're not connecting with clients on a deeper level. Instead of defending, redirect the conversation by asking open-ended questions, such as "What do you think our next move should be?" This approach allows you to revisit the client's pain or pleasure points and engage in a more meaningful conversation.

Become a Better Salesperson: Embrace Open and Honest Communication

To truly excel in your sales approach, focus on open and honest communication with your clients. By establishing a strong foundation through pre-qualification, understanding your client's needs, and avoiding price defenses, you can build stronger relationships and close more deals.


Defending your prices is an unnecessary and counterproductive approach in the contracting industry. By refining your sales process and focusing on pre-qualification, understanding your client's needs, and engaging in open and honest communication, you can position your business for greater success. Stop defending your prices and start building stronger relationships with your clients today.

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