These calls are likely the customers who are stuck in a jam, needing a quick fix, and need some sympathy for their situation. We'd say: 1) here are our prices; and with that we're gonna take care of you with 'end-to-end premium full-service' (get you home safely and check on you through the process safely); and 2) (when they experience sticker shock), "sure folks, no problem, all our services and all prices are clearly listed on our website, we are not the cheapest service around and there are lots of other choices out there, so feel free to shop around and we'll be here if you need us". And, 3) go back and look at your marketing and advertising plan; are you investing in "image" and "branding" promotions, selling your company (externally and internally) as the best at what you do, and what are you doing to generate steady ongoing business from non-emergency sources?