Bye-Bye Tire Kickers: Marketing That Handles Price Objections Before the Call

From the Yellow Chair

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Every contractor has experienced it – that sinking feeling when you're tagged in a neighborhood group post asking for the "cheapest HVAC company." Or the frustration of price-shopping calls that waste your time. What if you could transform your marketing to eliminate these tire kickers before they even reach your CSRs?
In this value-packed episode, Crystal breaks down exactly how successful contractors position their brands to attract clients who appreciate quality over price. She delivers a masterclass on premium positioning with her signature straight-talking approach: "You can't charge Ruth's Chris prices when you look like you're running through Whataburger on a Saturday afternoon after mowing the yard."
The key insight? "Price is only an objection in the absence of value." When your marketing establishes clear value from the first touchpoint, price objections naturally diminish. Crystal walks through practical strategies to build this value perception: creating consistent, professional branding; using compelling before-and-after content; showcasing powerful customer testimonials; and carefully selecting language that positions you as premium rather than "cheap."
For contractors struggling with sticker shock and tire kickers, this episode provides actionable tactics to transform your lead quality. You'll learn how to confidently discuss pricing, what marketing language attracts premium clients, and how to train your CSRs to handle price objections. The result? Higher close rates, better customers, and a business that competes on trust rather than price.
Ready to stop racing to the bottom and start attracting clients who value what you provide? This episode is your roadmap to building a brand that naturally repels tire kickers and magnetizes your ideal customers. Subscribe now and share this episode with fellow contractors who deserve better than bargain-hunting leads.

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Chapters

1. Welcome and Introduction (00:00:00)

2. What Are Tire Kickers? (00:02:32)

3. Price is Only an Objection (00:07:45)

4. Premium Brand Building Strategies (00:11:56)

5. What to Say in Marketing (00:16:55)

6. CSR Tips for Handling Price Objections (00:20:51)