If your customer’s only criteria for buying from you is your price, along with several other contractors following suite, customers have no other choice. Then it’s a situation where everyone’s racing to the bottom.
The competition is intense at the low end, everyone and his cousin is there.
Then someone with some real sales skills comes along and asks the customer a lot of questions. The customer feels heard, like someone cares – he opens up and shares what’s important, and how he wants this deal to go; essentially telling the sales person everything he needs to know to close the deal.
Sales should more accurately be called “questions and listening.”