The Science and Art of Pricing


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Course curriculum

  • 1

    1. Introduction

    • Introduction (3 mins)

    • The Science of Pricing (13 mins)

  • 2

    2. Service Pricing

    • Service Pricing (10 mins)

  • 3

    3. Calculating Costs

    • Calculating Costs (15 mins)

  • 4

    4. Competitive Factors

    • Competitive Factors (8 mins)

  • 5

    5. Contractor Pricing Methods

    • Contractor Pricing Methods (20 mins)

  • 6

    6. Price Is Irrelevant

    • Price Is Irrelevant (7 mins)

  • 7

    7. Make It Memorable

    • Make It Memorable (7 mins)

  • 8

    8. Increasing Tech Revenue

    • Increasing Tech Revenue (12 mins)

  • 9

    9. Guiding Our Techs

    • Guiding Our Techs (13 mins)

  • 10

    10. Options Are Not Optional

    • Options Are Not Optional (11 mins)

    • Quick Survey Before You Go

  • 11


    • Handout: Takeaways From Science And Art Of Pricing

    • Quick Handout Survey

Jeremy Lowe, Instructor and Author
VP of Content and Training in Callahan Roach 
Co-Author: Sara Pintilie


2 Hours |  11 Videos

Figuring out how to set you labor rate can be difficult and overwhelming. Many HVAC, plumbing, electrical and other service-industry contractors choose their labor rate based on incorrect pricing models, like picking the lowest price in your market or trying to beat their competitors’ rates. These tactics usually leave money on the table and the contractors in the dark on their financials. 

In this 2-hour course, we explain how to accurately create the best service labor price for your company, using both scientific and psychological methods. This advanced class is for contractors who own multiple trucks ­and already have a good understanding of their breakeven. We teach about sliding breakeven, how to departmentalize your overhead and ways to increase your profits. We provide real-world examples to help you correctly price your services. 

Being a student of your business will always be the best way to increase your revenue and value in the market and this course will teach you step-by-step ways to do that.

What you will learn: 

  • Types of pricing methods used today
  • How to price our services
  • How competition factors into your decisions
  • Understanding market demographics
  • How our value affects price
  • Increasing revenue with our pricing by using options
  • Helping our techs to improve our profits

Who is this class for? 

  • Contractors who already understand their breakeven. 
  • Anyone who wants to learn how to price beyond breakeven. 
  • Contractors who want to learn more advance pricing methodologies, such as market skimming, yield pricing or surge pricing. 
  • Contractors who want to improve your profit margin without always raising your rate. 
  • Contractors who have difficulties with having their techs sell agreements and/or upgrades. 
  • Companies where their average service ticket revenue is too low. 

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Social proof: reviews

5 star rating

A must watch video if new to the industry!!

Elva Gutierrez