How do you handle comments about how expensive your service is?

Keeping it professional is one of the main concerns when talking about price vs. value, especially in the automotive industry, whether it be service, towing, or sales. The general public thinks of tow truck driver and mechanics as under-educated, dirty and generally unprofessional, giving a false impression that "anyone could do this job, so why should I pay?". Anyone I've met would have no problem paying for a service that's clean, professional, and efficient. Communication with the client is important as well, so that they understand what they're paying for. You're not going to win anyone over by telling them about all the monthly expenses you have, that's not their concern. Transparency, professionalism, and expertise go a long way. Good luck!

I know the feeling.  I get that all the time but I look at it like this, you get what you pay for.  I do extremely good work but people expect it to be cheap.  I do the work to the best of my ability.  Your company should be no different.  They can always go somewhere else and not get a great service.  There will always be someone doing it cheaper.  I just don't let that bother me because if they want it done cheaper, they are probably not going to be very happy no matter what you do.

You have to sell value in whatever you are selling. As far as "free"..I always ask what they do for a living and then ask if they work for free. Usually gets the point across.

Service, Quality, Trust & professionalism isn't free. We must always try to deliver the best! 

You have to be able to explain to them that your overhead is “X” and the cost of a driver for 5 hours (2 and half hours each way) costs “Y”. Keep in mind all of this explained to them may be more than they want to know. Simply giving them as good of an experience as you can will be good enough. Only those that are being difficult will push you to the point you have to give them a balance sheet. With that being said, think about it like a restaurant with a wait staff. If the food is fantastic, they most likely knew that before they came in and they know they are going to pay a premium price for that food. They typically pay that and still leave a tip. They get it and so do your customers if you take care of them.

This is an easy one, providing you give the customer premium service. Clean well appearing tow vehicles, courteous drivers, prompt service etc. Simply explain that you provide the best possible service at the most reasonable price. The cost of doing business governs our pricing. The people that want free service you really don't want as a lifelong patron anyway. Cheap things aren't good and good things aren't cheap. 

As long as you are inline with other Towing companies in the area and provide good service and treat customers the way you would want to be treated you should be OK.  We have been in business for years in Richland, MS and would be glad to work with you if your customers need service work completed on their Trucks, Trailers or need New/Used Parts.  Call Rusty at LaPine Trucks at xxx-xxx-xxxx

sometimes you have to really explain your cost.  Add up your cost where they can see and explain you make sure their vehicle is taken care of under your towing  sometimes I have to show my invoice so they can see what what my vehicle cost me   We always try to be transparent. The only way you can be trusted 

I would have to defer to my brother Doug on this question. He is a co-owner of the business and he also is in charge of the service/towing aspect of the business. 

We are a relatively small, family business that has been in the area for 40 years, though; by and large we don’t get too many complaints but whenever you work in the public eye it’s bound to get messy once in awhile...we try to be very up front and transparent with our pricing before we even leave for a job, so there is usually no room for quibbling...

Believing that you have done your due diligence to give them an estimate and explain any extra costs that the tow might entail.
There a few ways to answer customers that put their misfortune on your back. 
Like, “that is why most of our customers purchase tow insurance to defray the cost of towing.”  Or, “We have incurred great expense and cost to commit to you safety and assurance for your problem.”
Other then that, it’s the nature of business. People who see you as a champion will praise you. People who are angry at the inconvenience of a car breaking down will lash out at you. 
It is best to instruct your drivers to not try to answer those questions and possible insults, but to refer them to one (you) who has “pat” answers like the ones above.