I've been in this business long enough to learn, that there will always be somebody, somewhere that advertises or boosts a cheaper price. You ask, "How do we compete, against these cut-throats?"
The answer is: You can't. For the most part whether it be the public or a car dealership. Our natural instinct is to "go with the bargin". Unfortunately, the bargin as we all know can cost up to three times or more of what it should have.
My advice to all of you that may find yourself hearing from potential customers, that so & so is $10.00 cheaper is:
Address the issue firmly, without an aire of attitude. That you are a professional repair person. You do not expect nor do you want to sell the customer a replacement windshield. Explain that not all repairs may be cosmetically perfect, that any repair that you do will be structurally sound and you will back this with a warranty, for as long as they own the automobile. Explain that you can do this because you feel that you use the best resins on the market and have had the training needed to achieve quality results on every repair that you do. Explain, you don't offer a "low ball" price, nor do you charge excessively for a high line automobile such as a BMW or Mercedes. All windshields deemed repairable by you, are just that. A windshield. And your charges, are equal and just for the farmer, carpenter, clergy, or political figure. You do not discriminate using a wealth level as an issue. Your a professional.
If you utilize this philosiphy yo will not need to compete against the $9,95'ers. Your professionalism will endure, your reputation will be known, and your business will grow. It takes time, but its much better than working for a third of what you are worth. So.. in closing a thought to ponder, "the person charging $9.95 has to do 3 repairs or more to match what you get for one". His down side is, he has 3 times as many repairs subject to fail as you do for the same money. $mile when you drive by his shop....

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