It Costs Money To Make Money
I own a store that sells and services fireplaces. A guy calls the store.
Caller: “Do you guys clean fireplaces?”
Me: “Yes, we do!”
Caller: “Okay, and how much do you charge?”
Me: “$200.”
Caller: “Two… hundred?! What do you do for that much? I’ve got to hear this.”
I explain the whole cleaning process, as well as the safety inspection process.
Caller: “All right, well, that’s a little steep for me. I’m going to call around.”
Me: “No problem!”
I tell my employee about this funny call I just got. A minute later, the phone rings again, and the caller ID confirms it’s the same guy. This time, I have my employee answer.
They proceed to have the same conversation, except the caller asks when we could come out. We say we have an opening next Monday, and he says he has to check his schedule and he’ll call back.
About thirty minutes later, the same guy calls again. I answer, assuming he’s realized that everyone charges about the same price and we can probably come out the soonest.
Caller: “Do you guys clean fireplaces?”
I mentally face-palm.
Me: “Yes, we do!”
Caller: “Okay, and how much do you charge?”
Me: “$200.”
Caller: “Geez… Why does everyone charge $200?”
Me: *As cheerfully as possible* “Well, to be fair, sir, this is the third time you’ve called us.”
Caller: “Oh, really? I’m sorry. But wait a second. Why do you guys charge so much? This couldn’t be more than an hour of work.”
Me: “You’re not just paying for the technician’s time. You’re paying for the gas to get there, the truck, the tools, etc. You’re also paying for the car insurance, liability insurance, worker’s compensation, our rent for the store, and the wages of the employees available here to answer your call or help you when you come to the store. We also have an electric bill, gas bill, and water bill.”
I’ve had this type of question a lot, and this answer has almost always been met with understanding and usually winning the customer’s business. This time, however…
Caller: “Well, why do you pass those costs on to me? Why don’t you pay for it?”
Me: “Where do you suppose I get the money to pay for it myself?”
Caller: “From the money you take in as a business!”
Me: “Just not your money?”
Caller: “No, I mean… Ugh, okay, I get it. All right, well, $200 is just too much. I’m going to call around. I promise I won’t call you again.”
Me: “Fair enough. Have a nice night.”