How to Handle Price Shoppers Without Discounting

If you run a plumbing, HVAC, or electrical company, you already know the type of call I’m talking about.

The price shopper.

They call and get right to it:

“How much do you charge to…?”

Drain clear.

Water heater.

AC tune-up.

Whatever.

And most CSRs freeze.

They either:

• panic and blurt out numbers
• talk themselves into a corner
• or reflexively discount to stay in the game

You don’t have to discount to win price shoppers.

Because most “price shoppers” aren’t actually hunting for the lowest bid.

They are hunting for the:

• safest option
• clearest answer
• least risky choice

They just use price as the language for fear.

So let’s talk about how to handle price shoppers, without racing to the bottom.

First, Understand What a Price Shopper Really Is

Most customers aren’t accountants.

They’re humans trying to avoid:

• being overcharged
• being ripped off
• hiring the wrong company
• making a bad decision

So they use the one question they know how to ask:

“How much is it?”

It’s not really about the price.

It’s about certainty.

Once you understand that, the whole conversation changes.

Where Most CSRs Get It Wrong

Bad price-handling sounds like this:

❌ “It depends…”

Or worse:

❌ panicked discounts

Or even worse:

❌ “We can’t give pricing over the phone.”

That triggers fear.

Fear kills booking rate.

And now you’re just another company on a long list of companies that sound defensive.

We don’t want defensive.

We want confident.

The Goal With Price Shoppers Is NOT to Win the Argument

The goal is simple:

Make the customer feel safe enough to move forward.

No pressure.

No hype.

No hard sell.

Just leadership.

Here’s the Right Way to Handle Price Shoppers

Let’s break it down step-by-step.

Step 1: Acknowledge the Question Calmly

Start here:

✔

“Yeah — totally fair question.”

This lowers resistance.

You’re not fighting them.

You’re meeting them where they are.

Step 2: Add Clarity + Reassurance

Then explain simply:

✔

“So the way it works is this — the visit today is $X. That gets a licensed technician out to diagnose the issue and review options with you before any work is done. You stay in control the whole time.”

Now the customer understands:

• what happens
• what they pay
• where the decision point is
• that they’re not trapped

Fear drops.

Trust rises.

Booking follows.

Step 3: Redirect to the REAL Problem

Then ask a calm, curious question:

✔

“What’s going on with the system today?”

Now they stop defending.

They start telling you the story.

You now have the emotional connection.

That’s the pivot.

Let’s Look at Real Examples

Example 1: Drain Cleaning Price Shopper

Customer:

“How much to unclog a drain?”

Great CSR:

“Great question. The visit today is $X. that gets a licensed drain specialist out to diagnose what’s causing the blockage and go over options so you’re never guessing. Tell me a little about what’s happening with the drain.”

You didn’t dodge.

You didn’t oversell.

You took leadership.

Example 2: Water Heater Quote Hunter

Customer:

“What do you charge to install a water heater?”

Great CSR:

“Totally fair question. The visit is $X, and that gets a licensed technician out to inspect the setup and go over options so you know exactly what’s involved before you spend a dollar more. When did it stop working?”

Calm.

Clear.

Forward.

Example 3: Aggressive Shopper

Customer:

“Company B said they’d do it cheaper.”

Weak CSR argues.

Great CSR?

✔

“I totally understand wanting to compare options. Most of our customers care about making sure it’s done right and guaranteed. The visit today is $X, and from there you stay in control. Want mornings or afternoons?”

You don’t compete on ego.

You compete on trust + competence.

Why This Works

Because:

Certainty beats price.

When people feel safe

they stop shopping.

When they feel unsure

they keep dialing.

Important Reality Check

Some price shoppers will never book.

They only want cheap.

You don’t need those customers.

Let them go.

Because:

The worst job is the one you wish you didn’t book.

What You DON’T Want CSRs Doing

✖ apologizing for price

✖ sounding nervous

✖ oversharing tech details

✖ pressuring

✖ hiding information

✖ racing the competition

Confidence matters.

A lot.

Training Your Team to Handle Price Shoppers Well

Drill these habits:

✔ acknowledge

✔ reassure

✔ explain the process

✔ redirect to the issue

✔ guide the booking

Do roleplay.

Play real calls.

Coach tone, not just words.

Tone creates trust.

Trust creates bookings.

How Handling Price Shoppers Impacts Booking Rate

Better confidence

= higher booking rate

= fuller schedules

= happier techs

= healthier revenue

All without discounting one dollar.

Final Word

You don’t win this game by being the cheapest.

You win by being:

• honest
• steady
• reliable
• professional
• and human

Lead with confidence.

Serve with integrity.

Guide customers forward.

Price shoppers won’t scare you anymore.

And your booking rate will show it.

FAQ: Price Shoppers in the Trades

How do you handle price shoppers without discounting?

Build trust. Explain the process. Reassure. Guide forward.

Do price shoppers ever become good customers?

Yes, when they feel safe and respected.

Should CSRs give pricing over the phone?

Give clarity where you can, paired with reassurance and process.

Why do price shoppers shop?

Fear, uncertainty, and lack of trust, not always money.

Does tone matter?

Tone is everything.