What Most Techs Don’t Realize About Price, Profit, and Staying in Business
Release Date: 05/28/2025
What Customers Really Decide in the First 10 Minutes of a Service Call
Windshield Time
Customers decide more in the first 10 minutes than most technicians realize. Company reputation may get you the call — but your credibility determines everything that happens after the door opens. In this episode of Windshield Time, Chris Elmore and Brandon Cockrell break down the quiet, powerful signals that make customers trust you…or question you. From the moment you park the truck to the way you introduce yourself, customers are reading your appearance, confidence, preparation, and clarity. You’ll learn: The credibility signals customers notice instantly Why “borrowed...
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How Technicians Lose Customers Without Even Realizing It
Windshield Time
Most technicians think their job is to fix the system. But great technicians know—the real mission is to serve the person behind the problem. In this episode of Windshield Time, Chris Elmore and Brandon Cockrell break down why The People Are the Priority in every home service call. They explore why techs fall into target fixation, how base programming shapes reactions under pressure, and what it takes to rewire your habits through empathy, communication, and emotional awareness. You’ll learn: Why technical perfection means nothing without connection The firefighter analogy that...
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Why People Don’t Listen to You (and How to Fix It)
Windshield Time
Most people don’t want your advice. They don’t want you to fix their problem. They just want to feel understood. In this episode of Windshield Time, Chris Elmore and Brandon Cockrell unpack what it means to be a Super Communicator — someone who knows how to connect with people’s needs before trying to change their minds. They’ll show you how DISC profiles, empathy, and body language can help you connect better — with your team, your customers, and your family. Because once you know whether someone needs to be helped, heard, or hugged, you stop talking past people… and...
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How Habits Shape 40% of Your Day (and Your Success)
Windshield Time
Most of your day runs on autopilot — about 40% of it, to be exact. In this episode of Windshield Time, Chris Elmore and Brandon Cockrell dig into the Power of Habit — how tiny routines decide your results long before motivation does. From trading a morning Dr Pepper for water to learning how Tony Dungy rebuilt a football team through simplicity, this episode shows how to change your routines without changing your goals. You’ll learn: The cue–routine–reward loop that controls behavior Why 40% of your day is habit, not choice How to build a morning routine that sets your...
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How Curiosity Closes More Calls (and Builds Real Trust)
Windshield Time
In the trades, most techs learn to fix things...only a few learn to notice things. In this episode of Windshield Time, Chris Elmore and Brandon Cockrell reveal the hidden skill that separates average technicians from elite ones: curiosity. Curious technicians ask better questions, read environments faster, and earn trust without forcing it. Observation helps you see what others miss — and that’s where real connection starts. They’ll show you how to: -Use observation to anticipate customer needs and objections -Ask natural, curiosity-driven questions that open conversation -Spot key...
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How Top Technicians Produce Revenue without Losing Integrity
Windshield Time
What’s the difference between a good technician and a complete professional? In this episode of Windshield Time, Chris Elmore and Jesse Olson break down the final role in the Four Technician Roles framework: the Revenue Producer. Most techs think revenue means “selling.” It doesn’t. As Jesse says: “Revenue without excellence is the grind. Excellence without revenue is a hobby.” Being a Revenue Producer means owning your time, your results, and your responsibility to the company and the customer. It’s not about pressure — it’s about stewardship. You’ll learn: What it...
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Good Techs Fix. Great Techs Solve and Communicate.
Windshield Time
Every service technician can fix things...but not every tech is a true problem solver. In this episode of Windshield Time, Chris Elmore and Jesse Olson break down what problem solving really means in the trades. It’s not just diagnosing and repairing — it’s about translation, communication, and trust. Too many techs either exaggerate the danger or minimize the value of their work. Both erode trust. Customers don’t just want something fixed — they want to understand the problem, the risks, the options, and why your solution is worth it. Chris and Jesse explain why translation (not...
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The Overlooked Skills That Make Great Service Technicians
Windshield Time
What separates an average technician from one customers love and leaders promote? It’s not just technical skill — it’s the discipline and soft skills that build trust. In this episode of Windshield Time, Chris Elmore sits down with Jesse Olson and David Grennel. David shares his personal transformation — losing 70 pounds, reshaping his habits, and sharpening his communication — and how that discipline turned him into a stronger technician and leader. Jesse and Chris highlight why appearance, preparation, and confidence shape customer trust, and how great technicians go beyond fixing...
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The 3 Roles Every Service Technician Must Master (And Why Skills Alone Won’t Cut It)
Windshield Time
Every service technician learns the trade, but not every tech becomes great. Why? Because technical skills alone won’t cut it. In this episode of Windshield Time, Chris Elmore and Jesse Olson (owner of The Happy Outlet) break down the 3 roles that separate great technicians from average ones: Client Delighter: Customers remember the experience more than the repair. Problem Solver: Clear communication and long-term solutions matter as much as technical fixes. Revenue Producer: Stewardship, efficiency, and profitability fuel growth for both the company and the tech. You’ll also learn...
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Where Profit Slips Away in Home Service Businesses (And How to Fix It)
Windshield Time
Most home service owners think about growth in terms of calls booked, revenue, and trucks on the road. But profit often slips away in the small, hidden gaps inside the business. In this episode of Windshield Time, Chris Elmore and James “J-Dub” Walker break down the areas where money leaks out of HVAC, plumbing, and electrical companies — and how leaders can tighten up processes to keep profit in the business. Here’s what you’ll learn: The most common places profit gets lost in service companies Why callbacks and breakdowns in communication eat away at margins How to connect...
info_outline“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
-Understand what it actually costs to acquire a customer
-Protect profit without cutting corners or rushing the job
-Use long-term value (like memberships) to stay profitable
-Talk to customers—and owners—about price with confidence
Mentioned in this episode:
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The 100 Pennies exercise for understanding margins
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True cost breakdowns: marketing, overhead, labor, materials
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Membership math: how repeat visits lower cost per call
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Why price is based on need, not greed
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The problem with "just knocking $500 off"
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