Flat Top, sometimes you really need to approach the project as an impartial consultant... advocate on behalf of the roof, not the customer's point of view.
I guess you could say that MY biggest fault is that I educate the customer to a point of saturation, however I really do want them to know what makes a crappy roof vs. a good roof vs. a great roof (& there are price points all along the way).
I'd like to say that all of my customers go with the "great roof" option, however that would mean they pay the extra for full felt removal & go with dimensional shingles vs. strips.
Quality does have a price, however it's really up to the customer as to whether they like a "good, better or best" level of repair work.
Question for GTP: Do you like the "sell from the bottom up" or "sell from the top down" price point?
--The theory here on bottom up is that a customer will stop you when they hit their price ceiling.
--The theory on top down is they don't want to look like a chump & while you can lower a price on the customer, it's impossible to go back up.
roofing.quote[at]yahoo.com if you care to share with your ideas & insight.