Why Techs Accidentally Sell the Cheapest Option (And How to Stop)

Think your customer chose the cheapest option because of price? Think again.

In this episode of Windshield Time, Chris Elmore and James “J-Dub” Walker uncover what’s really happening during pricing conversations—and how most techs unintentionally guide customers toward the cheapest option without even realizing it.

Packed with real-world roleplay and proven sales frameworks, this episode shows you how to present pricing with confidence, protect your value, and sell premium without pressure.

You’ll learn how to:

-Present prices top-down to anchor value
-Avoid confusing customers with too many options at once
-Leverage the psychology of loss aversion and consensus
-Build trust while still selling premium
-Reframe pricing conversations to highlight long-term value

Mentioned in This Episode:

→ Only 18% of customers actually buy the cheapest option
→ Why techs often “lead the witness” toward low-cost picks
→ The importance of slowing down when presenting pricing
→ Robert Cialdini’s Influence 
→ Real roleplay examples that build confidence in price delivery

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If something we covered hit home for you, drop a comment below.

Let’s keep turning windshield time into learning time.

FIND THIS EPISODE ON:

Spotify: https://open.spotify.com/show/5DlsGAB...

Apple Podcasts: https://podcasts.apple.com/us/podcast...

Or catch all episodes at: [https://www.servextra.com](https://www.servextra.com/)

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