Tip Sheet

Say the Price … and Shut Up! (VIDEO TIP)

Stop over-explaining your repair prices. Do this instead.

Published

4 weeks ago

February 17, 2026

David Squires Instore February 2026 Issue

YOU’RE LOSING SALES at the counter and you don’t even know it. Not because your prices are too high — because of how you’re delivering them. Every explanation, every justification, every apologetic qualifier is making the number feel bigger than it is. Repair-pricing expert David Geller has a stupidly simple fix that works on pure psychology. It takes five seconds, costs nothing, and you can start using it tomorrow.

David Squires

David Squires is the Group Editorial Director of SmartWork Media. He believes that the first role of business media is to inspire readers.

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