Jim Penman warns franchisees to avoid giving hourly rates on the phone.
Hourly rates create complaints because the client links “two hours” to a list of outcomes you cannot promise.
This article shows how to book the quote, set a safe time window, and protect both the client experience and your profit.
Watch the video above, or keep reading for the key lessons and insights.
Why Do Hourly Rates Cause Complaints and Pricing Pressure?
When a customer asks, “How much per hour?”, it sounds like a fair question.
Jim Penman says the hourly rate “doesn’t actually say much about how much you’re going to get done”.
That gap creates instant expectation problems.
If you tell someone you will be there for two hours and you quote the price, they start building a mental checklist.
They think, “I should have got this done, this done, this done.”
If your two hours run out before their list runs out, they feel unhappy, and they complain.
Hourly rates also drag you into the wrong part of the market.
Jim says Jim’s Group aims for franchisees, with time, to make “at least $60 per hour”.
Most people will not accept an hourly rate that high.
They expect something closer to “$30 an hour or something ridiculous like that.”
So you either undercharge, or you argue, or you lose the job.
A fixed quote solves both problems.
A quote focuses the conversation on outcomes, not time.
It also rewards efficiency.
Jim explains that by being efficient and pricing the job on a quote, “we can actually get a much higher hourly rate.”
That starts with the right goal on the phone.
When you speak to the client, your aim is not to price the job.
Your aim is to “get to see them” and “make an appointment basically.”
Once you are on site, you can see what you are dealing with and give a fair quote.
Customers can start that process through Jim’s services, which routes them to the right division.
A clear scope and a clear price also help when you work under the Jim’s Group Work Guarantee, because both sides agree on what “done” looks like.
How Should Franchisees Handle Price and Time Questions?
Treat phone pricing as a risk, not a shortcut.
Jim says even an estimate can turn into an argument once you arrive.
He gives a common example.
The client says, “It’s just a, it’s a really immaculate lawn, and nothing’s wrong with it.”
You turn up and “it’s that high, it’s full of bones and dog droppings.”
Now you have to raise the price, and the client complains.
So keep the phone call tight.
Book the appointment.
Then, manage time expectations the same way you manage price expectations.
Jim’s rule is clear: “Never give a precise time.”
Do not say, “I’ll be there at 11 o’clock.”
You cannot control traffic, delays, or jobs that take longer than expected.
Give a window of at least two hours.
Instead of 11 o’clock, say “between 10 and 12.”
Do not say “after four” either, because the client hears that as “between four and five past four.”
Say “between four and six” or “four and seven” if you need to stretch it.
If you start running late, communicate early.
If you know you will miss a “between two and four” window, do not wait until “half past three.”
Call the client as soon as it becomes clear, around “half past one, two o’clock.”
If you cannot reach them, text them.
Jim says this simple step saves jobs.
He sees jobs lost and complaints raised because someone rang, but did not text.
If you arrive and the client is not there, repeat the same process.
Ring them.
If you cannot get through, text them.
If you want more practical context on quoting for profit, read 10 years of business secrets from a successful Jim’s Mowing franchisee.
FAQ: Hourly Rates, Quoting and Time Windows
Should I Ever Give an Hourly Rate Over the Phone?
Avoid it where you can. Book a quote so you can price the job based on what you see.
What If the Customer Insists on a Rough Price?
Give a broad range only if you must, and explain that it depends on site conditions. Then book the quote.
Why Does Jim’s Group Push Quoting Instead of Hourly Rates?
Jim says hourly rates create mismatched expectations and pricing pressure. A quote focuses on outcomes and supports fair earnings.
How Wide Should My Arrival Window Be?
At least two hours. Use “between 10 and 12” style windows, not exact times.
What Should I Do If I Will Be Late or Cannot Reach the Client?
Call early, then text if you cannot get through. Do not leave it until the end of the window.
If you want a clear quote for a job at your place, start with Jim’s services.If you are considering the other side of the phone call, you can also learn more at Buy your own Jim’s franchise.