Why does the $14 tube of caulk feel better than the $4.50 tube—even after the carpenter you trust tells you to buy the cheap one? Keith Cosentino and Shane Jacks dig into the power of price positioning and how the number you put on a repair shapes what customers believe about the quality of your work.

First, an honest update on Shane's recovery and the mental side of a long injury—when the hardest part isn't the pain, it's wondering whether you'll ever be the same guy again. Then it's back to where PDR College started: the old California vs. South Carolina pricing debate and the infamous S550 question. Keith shares his trip down the caulking aisle, a customer who chose the $1,700 quote because the other three were $500, and why $2,000–$3,000 cash panel repairs are real today.

They also cover why premium pricing only works when the whole business lines up behind it, why "I'm going to spend a lot of time on that" is the worst answer to a price objection, how to handle "I've got a guy who'll do it for $75," why "for what they paid" is just an excuse, and a surprise crack in an aluminum 992 quarter panel. Stick around to the very end for a hint about another advanced skill seminar.

You can deliver an incredible dent repair and still lose the customer before you ever touch a tool. In this episode, Keith Cosentino and Shane Jacks turn a hilarious story about homemade pickles into a practical lesson on how presentation builds—or breaks—trust in your PDR business.

From first impressions and shop appearance to explaining estimates, written warranties, and connecting with customers, they examine the details that help people understand what your work is worth. They also discuss turning unrepairable dents into future opportunities and share a candid lesson about underpricing a difficult dealership repair.

This week's challenge: look at your business through your customer's eyes and find the "bag of pickles" that's making a great service harder to buy.

Shane fell ten feet through a ceiling he was building and landed on a glass desk. Broken scapula, an exploded L1, a cracked L2, and titanium in his back. He's three and a half weeks out and back on the mic, so that's where we start.

Then the topic: emotion versus transaction.

Everybody teaches you to connect with the customer on the way in. Nobody tells you what to do when that same customer turns on you on the way out. Shane's got a BMW where a glue pull lifted somebody's touch-up paint out of a gouge, and a customer standing in the shop saying his guys did it. Keith's got a boat owner who left five stars, came back and brought the crew donuts, and then dropped to two stars over a $700 estimate.

Same lesson from two directions. You have to be able to switch the emotion all the way on, and then switch it all the way off. Most techs and most shop owners can only do the first half.

We get into why "you touch it, you own it" is the unwritten rule of this business, what the inside of a BMW plant taught Shane about how imperfect a brand-new car actually is, Zig Ziglar on the difference between a reaction and a response, why a one-star review is a banner ad sitting inside your own reviews, and why, if you're going to give something away, you'd better take the goodwill with it.

Plus a Jersey Mike's life hack that has nothing to do with dents and will save your bread.

Jared was the first tech trained at Bullseye dent, and had a 15 year career there. When the parents started getting older it was time to move closer to them. This is his story starting a PDR co from ZERO in a new market!

Support the Show by buying the NEW Blackplague Super Straight Tab System here

Keith finally gets a chance to work with Guedes and see how he approaches and completes his legendary dent repairs!

Support the Show by buying the NEW Blackplague Super Straight Tab System here

Tonight on the PDR College Podcast…

Keith and Shane attempt to record an episode using the internet, which—as you'd expect—immediately bursts into flames and dies in a ditch.

Also a women's basketball team walks across a 2x4

Then there's a proper shoutout update on Paul Kordon and Jesse Brouse, a genuinely wild listener letter from a correctional facility, and a quick detour into Detroit Autorama—where million-dollar show cars are apparently still wavy enough to make a dent guy feel both smug and depressed at the same time.

And finally, insurance adjusters… confirmation bias… and the shocking discovery that if you speak to people like they're humans, sometimes they stop acting like goblins.

Buy your glue and tabs here to support the podcast

Donate to Jesse Brause's cancer fund raiser here

Donate to Paul Kordon's lymphoma treatment here

Let's talk about a trip to Disney where Keith teaches a teenager how to sell using the Disneyland evironment as a training ground.

Buy the new Blackplague Super Straight tabs HERE

During MTE week, Keith was invited to make his second appearance on the Dent Slayer Podcast out of St Augustine FL! Matt Boyette and James Ricci host an amazing show. They publish about once per month on YouTube. If you'd like to watch, check it out here: The Dent Slayer Podcast on YouTube

Don't forget to supprt the PDR College by making your purchases at Blackplague PDR.com