
Back in 1989, when I started Sunrise Seamless, I was taught to be honest and upfront. But I kept losing jobs to slick, high-pressure salesmen.
A consultant convinced me to try their tactic: a fake “sale” that had “just expired,” but we’d “honor it” if the customer signed that day. The truth? There was no sale. Just an inflated price, then a “discount” down to our normal price.
I tried it once. I hated it.
Around that time my Aunt Wanda called for an estimate. When I asked how I should price for family, the answer was simple: “Give her your best price up front.”
That day I decided: every customer gets the Aunt Wanda treatment. Clear explanation. Best price up front. No fake discounts. No tricks.
We’ve followed that rule ever since.
Steve Whittaker – Owner, Sunrise Seamless