Why Techs Accidentally Sell the Cheapest Option (And How to Stop)
Windshield Time
When a customer chooses the cheapest option, is it really because of price or because of how it was presented? In this episode of Windshield Time, Chris Elmore and James “J-Dub” Walker reveal why customers default to low-price decisions—and how techs unknowingly reinforce that bias. Packed with real-world roleplay and proven frameworks, this episode teaches you how to present pricing with confidence, educate customers without confusion, and protect the value of your premium work. You’ll learn how to: -Present prices top-down to anchor value -Avoid confusing customers with too many...
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Busy Season Chaos? Stick to the Process or Pay the Price.
Windshield Time
In the trades, busy season feels like chaos—calls stack up, the pressure ramps, and the temptation to rush is real. But here’s the truth: cutting corners doesn’t save time—it costs you. In this episode of Windshield Time, Todd Liles and Chris Elmore share why slowing down and sticking to the process is the fastest way to consistency, trust, and long-term wins. If you’re feeling the heat in your business right now, this episode is your reset button. You’ll learn how to: -Stick to full processes—even when you’re slammed -Avoid costly callbacks caused by rushed work -Present...
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How Great Techs Present Findings Without Losing the Customer
Windshield Time
Ever presented your findings… and watched the customer go quiet? In this episode of Windshield Time, Chris Elmore and James “J-Dub” Walker unpack what really causes that reaction—and how to prevent it. From the very first question you ask, you’re either setting context or setting a trap. If you want the customer to trust you when it matters most, you’ve got to build contrast early and deliver findings with clarity, confidence, and control. You’ll learn how to: -Ask better questions that build trust and uncover expectations -Use age, maintenance, and filtration to create...
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What Most Techs Don’t Realize About Price, Profit, and Staying in Business
Windshield Time
“Why do we have to charge so much?” If you’ve ever asked that question—or had a customer ask it—this episode is for you. In this candid breakdown, Chris Elmore and James “J-Dub” Walker unpack what it really costs to run a service call, why pricing isn’t based on greed, and how to explain value when customers don’t understand what they’re paying for. This is the financial literacy episode every tech and salesperson should hear. You’ll learn how to: -Break down fixed costs vs. variable costs in simple terms -Explain why two water heaters are not the same job...
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How Familiarity Can Kill Trust (And How to Avoid It)
Windshield Time
Just because you've been there before doesn't mean the process changes. In this episode of Windshield Time, Chris Elmore and James “J-Dub” Walker break down the common trap techs fall into with returning customers—skipping steps, rushing intros, and assuming too much. You'll learn how to: Because familiarity doesn’t excuse laziness—it demands excellence. -Adapt your intro without losing professionalism or control -Balance familiarity with structure for a better customer experience -Avoid lazy shortcuts that damage repeat trust -Stay consistent—even when the customer knows...
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Disarming Difficult Customers: The 3-Step Framework That Actually Works
Windshield Time
Not every objection is about price. Sometimes, customers are already frustrated the moment you pull up. In this episode of Windshield Time, Chris Elmore and James “J-Dub” Walker unpack the invisible minefields techs face—frustrated customers, callbacks, pre-diagnosed opinions, and homeowners who try to control the process. You’ll learn how to: -Navigate awkward customer situations without taking the blame -Use the “ERR” method: Empathize, Reassure, Redirect -Avoid apologizing for things you don’t own -Guide customers back into your process—without a fight -Stay calm, confident,...
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Why Great Salespeople Read People, Not Scripts
Windshield Time
The best sales pros don’t just follow a script—they read the person in front of them. In this episode of Windshield Time, Chris Elmore and James Walker break down how understanding personality types (like DISC) helps techs adapt faster, build trust, and close more calls without sounding robotic. You’ll hear exactly how to spot a Driver at the door, how a Stable personality might hide their objections, and how to adjust your tone and questions to connect faster with each type. 📥 Download the FREE Objection Handling Playbook — loaded with scripts and strategies to help techs close...
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The Truth Behind Multiple Bids and How to Win Anyway
Windshield Time
Ever been told, “I’m getting a few other bids” or “I want a second opinion”—and didn’t know what to say next? In this episode of Windshield Time, Chris Elmore and James Walker break down how to confidently handle process-driven objections like multiple bids or second opinions. You’ll learn how to avoid getting defensive, build credibility early, and ask the right questions to keep control of the conversation and close the sale without pressure. 📥 Download the FREE Objection Handling Playbook — loaded with scripts and strategies to help techs close more calls:...
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How to Handle the Most Emotionally Charged Objection in the Trades
Windshield Time
Money objections are tough, especially when you hear “I can’t afford it.” In this episode of Windshield Time, Chris Elmore and James Walker dive into one of the most emotional objections techs face in the field. You’ll learn why affordability objections feel so awkward, how to overcome your own money biases, and how to turn a vulnerable moment into a confident path forward. 📥 Download the FREE Objection Handling Playbook — loaded with scripts and strategies to help techs close more calls: https://www.servextra.com/objection-handling-playbook-download/ What You’ll Learn: ...
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What to Do When Customers Say “I Need to Think About It"
Windshield Time
Ever heard “I need to think about it” and watched your sale walk out the door? In this episode of Windshield Time, Chris Elmore and James Walker unpack one of the most common—and misunderstood—objections in the field. Learn what that phrase really means, why it’s usually a smokescreen, and how to respond without being pushy, salesy, or awkward. You’ll walk away with tools to turn vague brush-offs into confident conversations that move the sale forward. 📥 Download the FREE Objection Handling Playbook — loaded with scripts and strategies to help techs close more:...
info_outlineIn today's episode of Windshield Time, hosts Chris Elmore and Harold "J-Dub" James Walker Jr. discuss raising the customer's awareness by utilizing the prescription pyramid to build a compelling case of services for the client. If you're looking for a nugget of wisdom to up your service game, we may just have it here today. Take one small step and you can have it. Listen now!
Chapters:
00:00 Introduction
02:59 Personal Updates
06:00 Insights from Recent Industry Visits
08:56 Quotes and Their Impact
11:58 Raising Awareness and the Prescription Pyramid
14:45 The Stability of the Pyramid Structure
17:44 Understanding the Prescription Pyramid
19:46 The Importance of Awareness in Customer Engagement
23:59 General vs. Specific Awareness
28:17 The Role of Checklists in Raising Awareness
32:10 Buliding Trust Through Evidence and Awareness
Key Takeaways:
1) Understanding customer language and building trust is key to building trust
2) Checklists are essential for thorough diagnostics and raising awareness
3) The difference between expectation and reality defines customer value
4) Technicians must be aware of common issues in their service areas
5) Effective communication involves both head and heart
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The coaches at Service Excellence have worked closely with more than 1,000 service companies and learned from them how to avoid every mistake that can be made. So, if you'd like to talk deeper on this subject and others, use Chris or James' contacts below!
Chris Elmore: 254-733-7109 or [email protected]
James Walker: 254-230-5266 or [email protected]
Go out and Turn Learning into Earning!