Sep 25, 2026 · 11 min · 9 segments
If you've ever set a price based on what you'd personally pay, what the competitor down the street charges, or a number that just felt right, this one's for you. None of those methods have anything to…
the number that feels scary to you is almost never the number that scares your customer and pricing from your own wallet instead of your actual cost structure costs you more than any discount ever could you win the job and lose the money and you did it a hundred times before you even see the pattern Here's how most home service owners set their prices.
They look at what they charge now, add a little because things cost more, and call it a new price.
Or they look at what a competitor down the street is charging and land somewhere in the same range.
Or they think about the job they're quoting and ask themselves, would I pay for that? And price accordingly.
The problem with pricing from your own wallet is that your wallet and your customer's wallet are not the same thing.
The homeowner who called you has a system that's failing and a family that needs it fixed.
What feels expensive to you standing in a kitchen quoting a job is not what feels expensive to a homeowner with no hot water whose kids have school tomorrow.
What is the customer going to say? And so I would either not show the top level price, try to cut every corner I could to make sure the price was lower, or just show them the base option, cross my fingers, and hope that they didn't think it was too high.
the number that feels scary to you is almost never the number that scares your customer and pricing from your own wallet instead of your actual cost structure costs you more than any discount ever could you win the job and lose the money and you did it a hundred times before you even see the pattern Here's how most home service owners set their prices.
They look at what they charge now, add a little because things cost more, and call it a new price.
Or they look at what a competitor down the street is charging and land somewhere in the same range.
Or they think about the job they're quoting and ask themselves, would I pay for that? And price accordingly.
The problem with pricing from your own wallet is that your wallet and your customer's wallet are not the same thing.
The homeowner who called you has a system that's failing and a family that needs it fixed.
What feels expensive to you standing in a kitchen quoting a job is not what feels expensive to a homeowner with no hot water whose kids have school tomorrow.
What is the customer going to say? And so I would either not show the top level price, try to cut every corner I could to make sure the price was lower, or just show them the base option, cross my fingers, and hope that they didn't think it was too high.
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