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Argument for:

When someone asks if you can price match, it usually means they want to use you, but the final obstacle is the cost.

By agreeing to the price match, you are highly likely to get the work.

Argument against:

Cutting your price can be detrimental to you and your business.

It cheapens the service and can lead you down a path of always competing to be the cheapest decorator in town.

And that’s a game that nobody wants to win. 

What to do if you decide to price match:

Whatever you discount by you need to make up for that in other areas.

Your original price was a fair one.

It was based on the running costs and profit expectations for your business.

If you are going to reduce the price, you need to compromise on something in order to stay commercially viable.

People’s first thought is to cut things from the quote. Reduce the prep, use cheaper paint etc.

This is ok, but it’s not ideal, as ultimately, it’s going to mean you’re doing work to a standard lower than your reputation demands.

Another popular option is to get them to work within your time frame.

If you have a last-minute slot, or you need to work odd hours, this can be mutually beneficial.

The one to be wary of is when the customer says they’ll recommend you to their friend or post about you on social media etc.

In my experience, most people over value the influence they have on social media and within their network of friends.

Them talking about your decorating work won’t reach that many people.

And if it does bring in enquiries, then guess what…their friends will expect you to price match too.

Then in 6 months’ time, you’ll find yourself busy, but not profitable.

When it comes to working for someone who thinks they are a social media influencer, DON’T BELIEVE THE HYPE! (Local businesses looking for cheap work tend to play this card)

Just because they have 10,000 followers, it doesn’t mean you need to knock £100’s off the bill so they’ll tag you in a post.

Remember that reaching 10,000 people with a FB ad only costs £50-£100. Them tagging you on a post will likely only reach a few hundred.

And to be honest, if they’re happy with the decorating work, they’re probably going to post about it anyway!

So, what should you do?

Well, personally, I think you should avoid price matching wherever possible.

And the most effective way to ensure you’re never asked to price match, is to organise your quote so that you simply can’t be compared to the competition.

How do you do this?

It’s all in the details.

You need to specify all the things you do that make you different.

This way, the customer is never comparing a like for like quote.

On the one hand, they have Decorator Steve sending a ‘quote’ on Whatsapp, saying he’ll the job for £200 + materials.

And on the other hand, they have you, talking about your preparation processes, dustless sanding, filling, adhesion primers, durable trade topcoats, warranties and liability insurance.

All in a nicely presented pdf. sent via email.  

Yes, Steve might be cheaper, but he can’t be compared to you, because he’s not offering half the value that you are!

But, unless you detail this out in the quote, the customer won’t know. And they’ll naturally assume you are both offering similar services.

So, I’m going to say it….

If you just text a price to a customer, you can’t blame them for going with another decorator who texted a cheaper price!

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