Every appliance repair technician has heard it: “I got a quote for $150 less from another company. Can you match that price?” It’s frustrating, especially when you know your work is worth every penny you charge. But the reality is when customers focus solely on price, everyone loses. The customer often ends up with subpar work that costs more in the long run, and quality technicians findthemselves working for unsustainable margins or losing jobs to competitors who cut corners.
The solution isn’t to engage in a race to the bottom. Instead, it’s time to shift the conversation from price to value and help customers understand thedifference.
The Hidden Costs of “Cheap” Repairs
When a customer chooses the lowest bidder, they are unknowingly signing up for more than they bargained for. Consider a customer whose washing machine started making unusual noises. She called three repair companies and went with the cheapest. The technician spent 20 minutes swapping a belt without performing proper diagnosis. Three weeks later, the machine dies completely. The real issue, a failing bearing that the rushed technician missed, now requires another $400 repair.
Cheap repairs often mean rushed diagnostics, reused parts that fail quickly, and technicians who lack proper training and accountability. The cheap repair suddenly becomes the most expensive option. Think about the unlicensed handyman who offers rock-bottom prices, but lacks insurance when things go wrong or the operation that undercuts everyone that then disappears when their quick fix fails.
What Real Value Looks Like
The real value of appliance repair isn’t just fixing the immediate problem; it’s about doing the job right the first time with lasting results. The process is initiated before the technician's arrival through a thorough intake performed by attentive customer service representatives. This is followed by proactive triage to support an effective initial visit, ultimately resulting in an accurate diagnosis. A skilled technician invests time upfront to understand not just what’s broken, but why it broke. They test multiple components, check for related issues, and identify potential future problems before they become expensive emergencies.
Professional standards matter too. Licensed technicians carry insurance that protects your customer’s home and belongings. They stand behind their work with meaningful guarantees. They arrive when promised, communicate clearly about what needs to be done, and explain their work in terms customers can understand.
How to Communicate Value Effectively
The key to successful value-based conversations is focusing on what the customer receives, not defending the higher price. Instead of saying “We cost more because we’re better”, try: “Let me explain what’s included in this investment and why it protects you long-term.”
Use concrete examples. Display your certifications and explain what they mean. Share testimonials from customers who chose a cheaper option and later wished they hadn’t. Create a comparison that breaks down what different quotes include – diagnostic time, part quality, warranty terms, insurance coverage, and follow-on support.
When facing the “I got a cheaper quote” objection, respond with curiosity rather than defensiveness: “That’s interesting. Can you tell me what their quote includes so I can make sure we’re comparing the same things?” Oftentimes, customers discover they are not comparing equivalent services.
Knowing When to Walk Away
Not every customer is a good fit for value-based pricing. Emergency calls where customers need their refrigerator working for a family gathering may prioritize speed over longevity. Some customers will always choose the cheapest option, regardless of the consequences.
Learning to identify and gracefully decline these situations protects your business model and preserves your energy for customers who appreciate the quality work. A simple “I understand price is your primary concern, and we may not be the best fit for this project” allows you to maintain professionalism without compromising your values.
Building a Value-Based Business Model
Transitioning to a value-based positioning requires more than just raising prices. It starts with ensuring the work truly delivers superior value by investing in the right tools and software, such as Rossware’s ServiceDesk; investing in ongoing training, such manufacturer-sponsored training and membership in industry associations like United Appliance Servicers Association; developing quality relationships with parts distributors and other suppliers; and developing systems that support consistent excellence. For example, using advanced software features ensures customers receive timely updates on their repairs, while ongoing training ensures the technicians are ready to use the latest diagnostic tools. The team needs to understand and communicate this value confidently.
Invest in customer education through content, conversations, and demonstrations that help people understand what quality appliance repair looks like. When customers understand the difference between a proper diagnostic process and parts-swapping guesswork, they are more likely to value that approach.
Long-Term Benefits
Operating on value rather than price attracts better customers. These customers appreciate craftsmanship, respect the expertise, and become loyal advocates for a business. These customers refer friends and family, leave positive reviews, and create a sustainable foundation for growth.
Value-based pricing also enables higher margins that support investment in training, tools,and systems that further improve the quality of service. It creates a cycle where better service justifies better pricing, which enables even better service.
Most importantly, it transforms the relationship with work. Instead of rushing between low-margin jobs, take pride in solving complex problems and building lasting relationships with customers. When customers value the expertise and quality of service, the work becomes more satisfying and profitable.
The appliance repair industry needs skilled professionals who stand behind their work and price it appropriately. By focusing on value over price, you’re not just building a better business – you’re elevating the entire industry standard.
