Jul 14, 2026 · 27 min · 12 segments
Solicitors and dentists don't discount their rates to win customers. So why are gas engineers constantly undercutting each other? Dean Jones has built his business by refusing to race to the bottom…
Dean JonesGuestTarek PriestHost
You know, you've got to get the pricing absolutely spot on to attract and get the work to start with, but also to make your business profitable.
I- in my view, I kind of view pricing as, like, about how you're choosing which customers to serve, what level of service that you're doing, and also about, you know, the confidence that you're kind of projecting about your service.
So we price to do the best job possible, so we wanna be doing things to the highest possible standards and everything's fitted correctly and, and to the manufacturer's instructions.
We wanna try and raise the industry standards and just massively help out doing things like that.
So your pricing has gotta be pretty good, and if you price for the cheapest jobs, s- there's always someone out there who'll do it cheaper every time.
So y- if you're on that race to the bottom, as they call it, where you're doing things for this price, this price, someone will undercut you, and you'll attract a certain type of customer that wants the cheapest, not the best.
They can see the value in perhaps paying a little bit extra to have things done right and have the peace of mind that they've got somebody to ring up, who will come back, sort out any issues that the manufacturers aren't picking faults with and just doing the right thing.
You know, you've got to get the pricing absolutely spot on to attract and get the work to start with, but also to make your business profitable.
I- in my view, I kind of view pricing as, like, about how you're choosing which customers to serve, what level of service that you're doing, and also about, you know, the confidence that you're kind of projecting about your service.
So we price to do the best job possible, so we wanna be doing things to the highest possible standards and everything's fitted correctly and, and to the manufacturer's instructions.
We wanna try and raise the industry standards and just massively help out doing things like that.
So your pricing has gotta be pretty good, and if you price for the cheapest jobs, s- there's always someone out there who'll do it cheaper every time.
So y- if you're on that race to the bottom, as they call it, where you're doing things for this price, this price, someone will undercut you, and you'll attract a certain type of customer that wants the cheapest, not the best.
They can see the value in perhaps paying a little bit extra to have things done right and have the peace of mind that they've got somebody to ring up, who will come back, sort out any issues that the manufacturers aren't picking faults with and just doing the right thing.
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