10 BUSINESS AND TRAINING

If you’ re still competing on price, you’ re already losing

Coach Craig, business coach – ActionCOACH

The switch every professional plumber must make daily in order to maintain and develop.

Let’ s not sugar-coat anything: as soon as you are forced to accept losing a job is“ I should have been cheaper”, you are in dangerous territory and this article will explain why.

In the plumbing industry, competition on price is not a business strategy; it is a slow slide to frustration, long hours and shrinking margins. And the worst part? You aren’ t even competing on a level playing field.

You’ re up against unqualified, unregistered operators who ignore compliance, cut corners and disappear when things go wrong. No standards. No response.

So, if your plan is to match the market, you ' re not matching the market at large, you are sinking to a level which does not make business sense for the professional qualified plumber.

The real problem isn’ t competition, it’ s positioning There will always be someone cheaper. Always. The question is not to beat them on price. The question is why are you being compared to them in the first place?

Here are five business strategies to stop competing on price( and start winning on value):

1. Position yourself as the premium, trusted expert If the client doesn’ t see a difference, they will choose the cheapest option. Your job is to make the difference obvious before price is even discussed.

How:

• Branded vehicle, uniform, professional appearance

• Clear communication( before, during and after the job)

• Certifications and compliance upfront

• Testimonials and Google reviews

Consider that people don’ t compare BMW to a second-hand hatchback. Why? Because the positioning is completely different. Your goal: Stop being comparable. Differentiate yourself and position what makes you different.

2. Productise your services( stop selling time, start selling solutions) Most plumbers sell like this: R650 per hour + materials. That’ s a commodity.

Instead, package your services:

•‘ Geyser Installation Package, includes compliance, warranty and inspection’

•‘ Leak Detection and Repair Solution, fixed price with guarantee’

•‘ Annual Plumbing Health Check Plan’

Now you’ re not selling time, you’ re selling certainty and outcomes. You will quickly realise that people pay more for a solution with a guarantee than for hours worked.

3. Build a reputation engine( reviews, referrals, repeat business) The strongest pricing power comes from one thing: Trust before you arrive. You want clients saying:“ I don’ t care what he costs – just get him in.”

Build trust by:

• Ask EVERY happy client for a review

• Follow up after every job

• Create referral incentives

• Stay in touch with past clients

• Educate your clients and point out risks of poor workmanship. Do not lecture them – give it to them plain and simple in clear language!

By using the trust-based approach you will quickly discover your business changes and leads no longer compare price but accept value.

4. Install systems that deliver consistency( this is your secret weapon) Here’ s where most plumbers lose – inconsistency:

• One job great, next job rushed

• One client wowed, next one frustrated

For further information, feel free to contact Coach Craig on + 27( 0) 79 388 5709 or www. craiglourens. co. za

That kills pricing power. You need to fix that and the systems which do it for you. For example, as a minimum, have:

• Job checklists for everything

• Quoting templates

• Customer communication scripts

• Team standards( Standard Work Operating Procedures)

Consistency builds trust, and trust justifies premium pricing.

5. Know your numbers and price with confidence If you hesitate when quoting, the client feels it. And then they push.

You must know, at least:

• Cost per hour

• Break-even point

• Target profit margin

• Material markups Then price accordingly. No apology. No discounting reflex.

This is key as uncertain pricing invites negotiation. Confident pricing commands respect.

The big shift( the one that changes everything) Cheap plumbers chase work. Smart plumbers attract work. Business owners control the terms of the work.

If you implement these five strategies, something powerful happens – you control your business, and the business does not control you.

• You stop explaining your price

• You stop competing with unqualified operators

• You start choosing your clients

And you discover that scalable businesses don’ t compete on price. They compete on consistency, reliability and reputation.

“ If you’ re still competing on price, you’ re in the wrong conversation. Change the conversation, and you change the game.” PA

PlumbingAfrica_June2026 | Page 12

If you’ re still competing on price, you’ re already losing