… had a guy come to the house to give us an estimate on new windows.

Wow, very expensive. When my wife and I flinched at the price he … did nothing.

He said their prices were firm and the same for everyone.

And you know what, I’m glad. Had he dropped the price based on our response I would always wonder how low he would actually be willing to go.  By standing firm, he makes me feel that it’s fair (even if we are priced out of hiring him).

When it comes to prospects saying yes – whether you sell windows or something else entirely – helping people believe they got a fair deal is as (more?) important as the price itself.