It'd be fair to say a lot of builders and remodelers shy away from the 'price question.' In fact, across most industries, it's one of the least favourite topics to deal with.

Business owners either feel it belittles their reputation to constantly have to justify their price, knowing lower-priced options often come with hidden risks, or feel equally helpless defending their prices against less expensive options.

Judith Miller, of J. Miller & Co., tells her clients to deal with the challenge head-on. You'll not only gain the respect you're looking for, but will win more projects while you're at it.

"I think we should all say, 'This is going to probably cost a little bit more than you expect it to cost.' " she suggests.

"I then immediately try to put the question back into their court and have them define what it is they're looking for [by asking], 'What do you think it's going to cost? What's the value you're going to get out of it?' "

Judith Miller, the self-described 'forensic accountant' for the construction industry, knows a thing or two about helping builders and remodelers win more projects profitably.

Having spoken at NAHB events and taught at the state university level, she helps contractors create a more efficient business for themselves.

And one way they accomplish this is winning the project at a price that profitably matches your quality and service.

"[By putting the question back in their court] it creates a conversation where [the contractor] can begin to gauge the leads interest, their level of sincerity, their ability to pay, and how committed they are to the project going forward," Judith adds.

"It's also a way of gauging their sincerity early on, by mentioning a number that may be higher than their comfortable with, and see what questions they come back with."

By having her clients deal with the question right away, you can immediately size-up your lead, while they're doing the same with you. It puts you on equal, and professional footing, while creating an opening for a conversation about price.

Sure beats giving them a ballpark estimate and being instantly compared on price, doesn't it?

And dealing with the issue as soon as possible is crucial.

"I say, very strongly and very clearly, you differentiate yourself on anything but price," contends Judith, "because the minute you start differentiating yourself on price you are opening your whole company up to tire-kickers.

"I know people whom I work with, whose clients come to them, don't even ask them about the money, and say, I know you're going to be expensive, but I want you to take care of me," she continues.

"When you think about remodeling, for example, you're thinking about taking care of not just the project, but the puppies, and the kids, and the kittens, and the housekeepers, and all the other things.

"And when you think about custom homebuilding you're thinking about the soundness of the structure that the family is going to live in. So you really need to make that clear. It's not about price."

"First of all," she says, "recognize that money is a sacred topic and a frightening one to most people. The sooner you bring it up, the more clearly you'll be discussing your expectations and theirs.

"The second thing is it's about relationships and you have to provide the quality that you're charging for. You have to take care of your clients in the way you promised them. You can't drop the ball on that, because client satisfaction is the most important measurement to know how well you're doing."

Judith continues, "I think what we all should focus on in service industries, is relationships.

"Are you and I going to be able to work together to solve the inevitable problems that are going to come up? Because we gauge quality, not just by what's on the walls, but by how the problems are solved in the process."

Don't shy away from the 'price question.' Recognize it as a legitimate question from a market that is concerned about what it's getting for it's money ... even though they aren't always well-equipped to measure the differences in price.

By opening up the conversation right away, as Judith suggests, you create the opportunity to discuss price, quality and service with your leads ... rather than just leave it to price.

As Judith says, you need to be clear -- it's not about price.

Go to www.SuccessfulHomeBuilders.com today and you can listen for FREE how one builder/remodeler eliminated time-wasting free estimates from his business -- for good!