Something that tends to amaze me is everyone thinks about taking classes in upgrading their trade qualifications, be it code courses, electronics etc... but very few think of taking a course in sales as a natural part of the trade. It is not only a natural part but in truth a very intergate part of the trade today. I mean this not only for the owner and estimators of the company but also the guy in the service truck, if you know how to sell your service/product then you can compete with anyone including the low-baller.
I myself had the Dale Carnegie course in sales ( about 25 years ago) and it has been something I use in business (even when I was on the service truck) to today. I know what I market today is not the lowest cost item on the market and I don't go about promoting it as such I promote it using other methods. When I talk on the phone to a client they feel that they are really important to me and I care a lot, which I do and I believe many of you do to only I learned how to show it to the client without them thinking I am doing it on purpose.
Think at time about educating yourselves and your people in methods of educating your clients.