When I first went into business for myself it was a complete disaster.
I had all the tools I needed to get the job done, but had a hard time competing against so many other established companies.
I will admit that it made me depressed for a while. I reduced my prices low enough to undercut everyone else, and yet it still didn’t work! My wife gave me an idea that sounded crazy at first, but since I had nothing else to lose I decided to try it. She said that if lowering my prices didn’t work, I should raise them, and make them higher than any other HVAC contractor. I thought it would never work, but my wife did grow up around rich people so I followed her advice and made myself the most expensive HVAC contractor in town. Somehow, it worked! My wife said that rich people don’t like going for the cheapest HVAC service, they feel more comfortable paying for an expensive one. This made no sense to me, but she was right, and as soon as my HVAC prices went up, so did my business. The way rich people see it, you get what you pay for, so to them the cheapest HVAC tech equals the worst possible service. By making myself the highest priced HVAC tech in town I got more calls, because people now assumed I had the best service in town! They say that business is all about how you present yourself, and it’s true even in the HVAC industry, because when you charge the most people think you must be the best.