Matthew, all great points. Which I do agree with.
Before I would even entertain a price match, let's match it line by line. In the 40-plus years in this business, I have never seen a job matched up the same exact way. There is always something left out or the parts are not the same, or the warranty is not the same, or there's something else that makes their job different from mine.
We all know how so many play the game. ABC Auto gives a customer a price for a water pump, thermostat, hoses and labor. The customer calls a competitor and asks, “How much is a Water Pump?" (Neglecting to mention all the extras) The competitor gives a down and dirty price on only the pump and labor. Which makes the "perception" that ABC auto is priced too high.
With tires is worse. This particular company advertises online pricing for the tires only. When you book your appointment and arrive at that tire store, they then explain the labor to install, and upsell the wheel alignment. Often making thier price higher than mine or other shops.
Here's the bottom line for me; I don’t sell parts and labor. I sell relationships and trust. And through the years, I have been successful with that strategy. I learned a long time ago that If I want to have a quality shop and afford to pay my employees a very good wage, I need to attract the consumers that appreciate the work that we do.
Now with that said, if I get an objection about price, I will offer options. I find that when people are left in control and decide between A or B, and not yes or no….A Sale is Made.
Thank you for the great conversation! This is how we learn and grow!