The Price of Value: Lessons from My Journey
I used to think value was simple. When I started my career as a mechanic, I believed the value I provided was in the work I did—turning wrenches, fixing cars, and getting customers back on the road. If I worked hard and did a good job, that was enough, right? Turns out, I had a lot to learn about how value is perceived.
The Early Misconception
Back in my days as a technician, I would get frustrated when customers didn’t seem to appreciate the effort that went into a repair. I’d fix a complex issue, something that took skill and years of experience to diagnose, yet all the customer saw was a number on an invoice. I thought, “Don’t they understand how much went into this?” The truth was—they didn’t. And that was my first mistake: assuming people recognize value the same way I do.
During this time, I was also fixing cars privately at home, and I was always busy. I assumed it was because my prices were lower than the dealerships and repair shops. I thought people came to me just to save money. But I was wrong. What I later realized was that customers were coming to me because they trusted me. I genuinely cared about their vehicle and their experience. I wasn’t just fixing cars—I was listening to their concerns, explaining things in a way they understood, and making sure they felt confident in their decisions.
I had unknowingly built my business on trust and care, not just pricing. Looking back, I could have charged as much as I wanted, because customers valued having someone who not only did quality work but also truly cared about them and their needs. That’s when I learned one of the biggest lessons about value: it’s not just about price—it’s about perception and trust.
The First Shift in Perspective
When I became a service manager, I started seeing things from a different angle. Now, I wasn’t just fixing cars; I was responsible for customer experience, team performance, and profitability. I quickly realized that value wasn’t just about technical expertise—it was about perception, communication, and trust. If a customer didn’t see the value in what we did, it wasn’t their fault. It was ours for not making it clear.
One of my biggest mistakes as a new manager was assuming that a great repair alone was enough to justify the price. I didn’t take the time to educate my team on how to communicate value to customers. When a customer questioned a bill, my instinct was to defend the work rather than explain the benefit. That approach didn’t build trust—it built resistance.
The Turning Point
The real change came when I started working with advisors on how to present value the right way. Instead of just stating what was done, we focused on why it mattered. Instead of talking about labor and parts, we talked about reliability, safety, and peace of mind. Customers didn’t just want a car fixed—they wanted confidence in their vehicle.
This lesson hit even harder when I moved into coaching. Now, I was selling something even more intangible: expertise, guidance, and results. I had to learn how to communicate the value of my services in a way that made sense to dealership owners and managers. Saying “I can improve your service department” wasn’t enough. I had to show them the numbers, paint the picture, and make the benefits crystal clear.
What I Learned About Value
Value is perceived, not just provided. It’s not enough to do good work—you have to communicate why it matters.
People pay for outcomes, not processes. Customers don’t care about what goes into the repair as much as they care about how it improves their life.
Trust amplifies value. When people trust you, they see more value in what you offer.
Price is only an issue in the absence of value. If people question the cost, they don’t see the benefit—so make it clear.
Bringing It All Together
Today, I coach service managers on these same principles. I teach them how to make customers see the value in every visit, how to communicate their worth to their team, and how to price their services without apology. Because when people understand value, price becomes a secondary conversation.
If there’s one thing I’ve learned, it’s this: value isn’t about what you do—it’s about what people believe they’re getting. And the sooner you understand that, the more successful you’ll be.
What’s a time you struggled with communicating value? Drop a comment—I’d love to hear your story.