Ramblin’ Rhyno: The Truth About Pricing
Editor’s Pick:
*”Somewhere between charging what you’re worth and getting told ‘no’ is where every real business owner finds out who they really are.” — Ramblin’ Rhyno
Looking back, when we hit record on that very first HVAC R&D episode, I don’t think either one of us had a clue what kind of ride we were about to get on.
I just knew there were things that needed saying — especially when it came to how we price ourselves in this trade.
Back then, it was easy to get caught up worrying about who was on the mic with me or trying to sound “official.”
But looking back now, what mattered most was the conversation itself. The raw, real stuff that technicians, sales guys, and owners needed to hear.
The truth is, pricing isn’t a spreadsheet problem.
It’s a self-worth problem.
“The market doesn’t set your value — you do. The market just decides if it’s ready to pay it.”
We tossed that line out early in the show, and it still hangs with me today.
If you’re waiting for some mystical “market” to tell you you’re finally good enough to charge more, you’ll be waiting forever.
Set your price based on the value you know you bring — not the fear you carry around.
Because fear… that’s the real villain in most HVAC companies’ books.
“Too many of us are scared of a ‘no’ and that fear is writing our invoices for us.”
If you’ve ever walked back to the truck kicking rocks because you discounted yourself before the customer even said a word, you know exactly what I mean.
That fear doesn’t just steal your profit — it erodes your confidence a little bit at a time.
It’s wild to look back and realize how many people think pricing should be based on what their competitors are doing.
News flash: Your competition doesn’t pay your bills.
“Pricing isn’t about what your competition is doing; it’s about what you’re building.”
Every time you sharpen your skills, invest in better tools, or create a better experience for your customer, you’re building something.
That “something” deserves to be priced accordingly — not discounted because of what the guy across town is charging.
And let’s be real — in the early days of HVAC R&D, we saw way too many folks grinding themselves into the dirt thinking busy meant successful.
“If you’re busy all the time but still broke, you’re not running a business — you’re running a charity.”
Busy is a hell of a drug. It makes you feel important, but it doesn’t keep the lights on.
Profit does.
Looking back at that first episode, I’m proud that we weren’t afraid to punch some uncomfortable truths right in the nose.
Even if we didn’t have the slickest studio setup yet. Even if the show was still finding its voice.
Because real conversations, the kind that actually help people, have to start somewhere.
“Confidence in your value is contagious — it trains your customers how to treat you.”
That’s still one of the best lessons to come out of that early grind.
If you carry yourself like you’re worth it, customers pick up on it. They mirror it.
But if you carry yourself like you’re scared or unsure?
They’ll mirror that too — straight into your bottom line.
Ramblin’ Rhyno Sign-off:
Looking back on that first drop, it wasn’t about perfection. It was about lighting a fire under the industry we love.
Sometimes all it takes is one honest conversation to start a movement.
Thanks for riding with me from the beginning.
And if you’re new to the journey — welcome to HVAC R&D, where we’re still just getting started.
#ChargeWhatYoureWorth
#RamblinRhyno
#HVACRnD
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