When a client tells me they got cheaper quotes and asks if I can “do any better,” I always take a breath, smile, and remind myself that this is part of the game we all signed up for. But the way I see it, the answer isn’t just about defending my price — it’s about understanding what I’m actually offering. Most people jump straight to blaming the industry, blaming the “cheap guys,” blaming the undercutters, but I think you have to look inward before you look outward.
The first thing I want to know is simple: how different is the price, really? There’s a big difference between someone being a little cheaper because they’re hungry for work and someone being drastically cheaper because they’re cutting corners everywhere. And yes — we work in decking and exterior carpentry, so shortcuts absolutely exist. Fast installs, low-grade material, cheap labor… it all shows up eventually. But price differences don’t mean much until you understand what’s behind them.
That leads to the next thing no one talks about: is your product actually better, or are you just more expensive because you know your numbers? This is the question almost no “internet business gurus” address. Everyone loves to say, “People charging less are destroying the industry.” But here’s the uncomfortable truth: sometimes the problem isn’t them. Sometimes the problem is you. If your build quality is the same as the guy charging less than you, then he isn’t the issue. He’s beating you — fair and square — because his business model is working and yours isn’t.
And here’s the reality that guides everything I do: there are only two ways to make money in this business — high volume or high quality. You pick one. You cannot be both. If you’re high volume, you’re fast, you’re affordable, and the product is decent but not premium. You’re running through jobs and stacking profit through speed. There’s nothing wrong with that if that’s the lane you choose. If you’re high quality, you’re slower, more methodical, more expensive, and your product reflects that level of care. Again — completely valid if that’s the lane you choose. The problem is when people try to charge premium prices for average work. That’s the death sentence. If you’re expensive and your product is the same as everyone else’s, you will not survive. Clients aren’t stupid. They shop around. They compare. You will lose — every time.
So when a client brings me a cheaper quote, I don’t immediately assume the other contractor is doing bad work. I don’t trash them. I don’t get defensive. I simply explain that my pricing reflects what it takes for me to deliver the deck I’m proud to stamp my name on. If someone else can offer the same craftsmanship, the same materials, the same experience, for less — then maybe they’re the right fit for that client. But I’m not interested in lowering my standards just to win a job. I’m interested in giving clients a product they won’t need to replace, repair, or regret later.
At the end of the day, clients who want the cheapest price aren’t looking for what I build, and I’m okay with that. The clients who want something done right — those are my people. They understand why I charge what I charge. They value longevity, reputation, communication, and craftsmanship. They’re not just buying a deck; they’re buying peace of mind.
So the next time someone tells you another contractor quoted less, don’t panic. Don’t justify yourself to death. Don’t race to the bottom. Just ask yourself the real question: Is my product truly worth what I’m charging? If yes — stand your ground. If no — fix the product or fix the price.
Because in this line of work, you get to choose your lane…
but the market decides if you stay in it.
Bully Media Inc 