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How Much Should I Charge? by Ellen Rohr
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Ellen Rohr's How Much Should I Charge? contains pricing basics for HVAC companies. This is the second of Ellen's books and I enjoyed it every bit as much as I did the first (Where Did The Money Go). Since I started in this business in 1970, I've watched many contractors go belly-up since. Most of time, their businesses failed because they had no idea how much to charge for their goods and services. They based their prices not on their own cost of doing business, but on what some other guy was charging, figuring that this was as much as the market would bear. The crazy thing, though, is that more often that not, that second guy was also going out of business, and for the same reason. It's been like watching a race to the bottom.
If you're sick of running that race, read this book. It has the power to save your business.
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