Stop Defending Your Price & Start Explaining the Value
Modern Craftsman
Modern Craftsman
4.9 • 1.1K Ratings
🗓️ 17 July 2025
⏱️ 31 minutes
🧾️ Download transcript
Summary
In this episode, Tyler talks about the disconnect between what builders show in an estimate and what clients truly need to understand. He dives deep into why leading with transparency, breaking down the budget, and walking clients through each line item creates trust, protects your margins, and actually helps win more jobs. By shifting from defending your price to explaining your value, you transform how clients perceive your worth—and how your business operates.
Show Notes:
Transparency in Pricing and Client Trust (0:00)
Differences in Contractor Approaches (3:47)
Value Proposition and Client Education (6:12)
Justifying Costs and Building Trust (9:05)
Protecting Margins and Meeting Client Needs (14:20)
Client Education and Value Engineering (24:11)
Community Support and Personal Reflections (29:17)
Video Version:
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Transcript
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| 0:00.0 | So the builders who are thriving are the ones who step away from defending their price and start |
| 0:05.9 | explaining their value. |
| 0:11.1 | Welcome back, everyone, to another midweek modern craftsman podcast. |
| 0:15.0 | I hope that everyone enjoyed their holiday, their July 4th. |
| 0:20.7 | We had nice weather, but we had a very long weekend, |
| 0:23.3 | that of which I am not ready to dig into, but instead, what I'm going to speak about today |
| 0:31.0 | is a conversation that I had with a new consulting client. And one of the topics that we covered was what you should be showing |
| 0:40.2 | clients, what you don't need to be showing clients on estimates, on budgets, and why I believe |
| 0:47.1 | full transparency is king. It creates the trust, which is why my clients hire me. |
| 0:55.8 | So we're going to dig into that topic more comprehensively here today. |
| 1:01.5 | But at the end of the day, for me, it's all about establishing and maintaining that trust through transparency and why that big number at the end or the beginning of your budget |
| 1:13.3 | really means nothing without understanding all of those small numbers and why they are equally, |
| 1:19.9 | if not, more important than the big number. So most builders, most of my consulting clients that I speak with, they provide their clients or their customers with this big number because they don't want to dig into what makes up that number. |
| 1:40.3 | They don't want to have the conversations as to their markups what's making up those numbers |
| 1:45.4 | what their profits are what their margins are they just they want to present them with the number |
| 1:50.8 | they don't want it to be a la carte and that number is the number and oftentimes that's what |
| 1:57.6 | clients believe that they want to see right the rest of it doesn't really |
| 2:02.6 | matter they want to see what that big number is and often that's the determining factor in if we |
| 2:09.4 | get hired or we don't get hired and to me uh i did have that mindset for a long time i I was taught that mindset. I was even, you know, based my model off of an article that I read in JLC, probably a dozen years ago off that model, even with pre-construction. But I have changed probably the past five, seven years. |
| 2:35.2 | I don't do it that way. |
| 2:36.6 | I give them everything they need. |
| 2:38.2 | They see my markups. |
... |
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