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    1. Columns

    10 Reasons People Pay More than the Minimum

    Feb. 11, 2020
    They want to strut, or prove their environmental woke-ness, or just save on a more efficient system. Read on for more of Matt's 10 reasons.

    People only want the cheapest, right?  That’s why Wal-Mart rules the world and upscale department stores are no more. That’s why Starbucks faded as people got lower priced java from the convenience store.  The truth is people pay more than necessary all of the time.  There are at least 10 reasons why.  Here they are…

    About the Author

    Matt Michel | Chief Executive Officer

    Matt Michel was a co-founder and CEO of the Service Roundtable (ServiceRoundtable.com). The Service Roundtable is an organization founded to help contractors improve their sales, marketing, operations, and profitability. The Service Nation Alliance is a part of this overall organization. Matt was inducted into the Contracting Business HVAC Hall of Fame in 2015. He is now an author and rancher.