July 9, 2025
S2 Ep 46 The Three Electricians. Mr. Fix it, Mr. Sell It, Mr. Service. Which are you?
Every electrician fits into one of three categories but only ONE of them builds a lasting, scalable business. In this episode of the Million Dollar Electrician Podcast, Clay and Zac breaks down the 3 core identities he sees in every electrical business owner:
Mr. Fix-It – Honest intentions, small paychecks, and no time
Mr. Sell-It – Pushy sales tactics that work… until they don’t
Mr. Service – Trusted advisor, high tickets, legacy business
You’ll also learn:
How one first-time owner hit $75K in his first 31 days
The real reason homeowners don’t buy (hint: it’s not price)
How to build lifetime clients from $300 calls without being pushy
The Service Loop Method that transforms your sales without pressure.
If you’ve ever said:
• “I need more leads”
• “My close rate is low”
• “I don’t know what to charge”
This episode will flip the switch in your mindset and your business!
Which one are you — Mr. Fix-It, Mr. Sell-It, or Mr. Service?
👇 Drop your avatar below and let us know what part of this episode hit you hardest.
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0:00 - The hidden cost of not knowing how to create value
2:30 - The 3 avatars: Noob, Hustler, All-Star
5:00 - Why most electricians underprice their service
7:15 - The truth about time management and value creation
10:00 - The “spray and pray” sales trap
11:30 - Two-call close and the art of earning trust
14:00 - GFCI call to $2,000 sale — real story
15:00 - Mr. Fix-It vs. Mr. Service explained
18:00 - Why customers always object — and what to do about it
19:30 - The framework that changes everything
#ElectricianPodcast #ElectricianBusiness #TradesmanTalk #ElectricalContractor #ServiceElectrician
#ElectricianBusiness #SalesTraining #HomeServiceSales
#ElectriciansOfYouTube #MillionDollarElectrician
#FlatRatePricing #HomeServiceProfit
#ValueBasedSelling #MrFixIt #ServiceLoop
00:00 - Understanding Value Creation
03:38 - The Three Types of Electricians
06:30 - Pricing Pain Points
09:11 - Time Management and Competition
11:42 - Two-Call Close Philosophy
15:23 - Service Provider Types Explained
18:00 - Overcoming Objections and Creating Value
WEBVTT
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The biggest price you pay in your life is not understanding how to create value, not having a framework for it.
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If you could create value, what would stop you then?
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Hello, hello, hello and welcome to the Million Dollar Electrician podcast, where we help home service pros like you supercharge your business and spark up those sales.
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I'm Joseph.
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Lucani, and together with my co-host, Clay Neumeier, we're here to share the secrets that have helped electricians sell over a million dollars from a single service van.
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Now it's time for sales, it's time for scale, it's time to become a million dollar electrician.
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Hey you guys, and welcome back to the show.
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We've got a really exciting podcast for you today and it's a bit different.
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Joe's on vacation, you've got me and you're getting me unedited being interviewed by Zach Garside, who became our email guy helping us out, just like you saw in the interview just a few weeks back with Zach.
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So hope you enjoy this unedited raw footage of just what we do, how we help electricians and how passionate we are to do those things.
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Let's do it together.
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Get this interview.
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Can't wait for you to enjoy it.
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Bye for now.
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You, Clay, are 100% unique from everyone else in your market.
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So together we're going to get to the root of what makes you different.
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I'm going to ask you a series of questions intentionally designed to uncover your unique, differentiating premise.
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Consider questions intentionally designed to uncover your unique differentiating premise.
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Consider me bought.
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All right, buying in.
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Here we go.
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Who is your target audience?
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Our target audience is the electrician.
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I don't say a electrician, I don't say any electrician, I say the electrician because there's a very specific type of electrician here.
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I'm going to big circle this one and say success loves speed.
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Right, and that's so important because the pains that me and my partner Joseph went through in not having support like we have today, which actually helps you understand the business and that leading characteristic of great business is service and it's positioning and it's innovation in that service.
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It's supporting people the way they want to be supported.
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But you first have to understand that I started with Success Loves Speed because I think one of the most undervalued pieces that we all need to know is like if my business and my process is resting on assumptions from something I learned from someone else, like an old journeyman or an old teacher in school that told me I'm supposed to do service a certain way or price a certain way, if you're that electrician, then you're an electrician that's not only using an antiquated process, but at a time where antiquation of process is happening faster than ever before.
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Holy shit, right.
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Not only is that process completely expired, but the process we're teaching will expire in short time too, and so we need to be part of a community and a group that's working together to stay on the cutting edge and continue to take what works and what's been proven for thousands of years of buyer psychology and just what people want, and roll that up into a community and a program that serves people where they're at today.
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Our target audience is made up of three of those electricians the kind that are just getting started.
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They have a lot of those old assumptions in their mind.
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They likely were never taught business.
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They likely have never had a coach yet.
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They're very new to this and they have a great opportunity to just rocket launch, like our client Nathan, who, on March 30, march 1st 2025, started his company.
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On April 2nd, he became the fastest from launch to podcast interview ever in our history.
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At 31 days in business, he did $75,000 and $5 and change in residential service alone by following these principles.
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He said 75K in 31 days.
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Yes, one man show, one van, never been in business before, jumped in this with us before he officially launched.
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I personally did his onboarding call.
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It was an amazing experience and I always have the same thought when this happens.
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I hope this person really grabs the torch and sprints because the plan works if you work the plan.
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But not everyone will work with the same level of intention, with the same diligence to just do those simple things as consistent as possible.
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That's avatar one.
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That's the noob.
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The second is the hustler.
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This person's been in business likely two to five years already.
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Those simple things, as consistent as possible.
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That's avatar one.
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That's the new.
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The second is the hustler.
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This person's been in business likely two to five years already.
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They may have experienced revenue above 250 K in a year, sometimes upwards of seven, 50 K.
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They've got a couple of vans on the road, but still no process.
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No process to serve, no process to hire or train.
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It's just a number of people that they've attracted because they're great electricians, doing great things, but they don't actually have a consistent way of articulating it or executing it.
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As a result, they don't know what they don't know and they're just held back by that.
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These are our favorite electricians because favorite strong.
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These are some of our favorite electricians because a couple unlocks usually result in massive gains and seven figure unlock in a very short time.
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It doesn't take much when there's already momentum beyond 500, but they're just at a ceiling.
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It's like a T-bar ceiling.
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It's a light lift for us.
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We just move the tile out of the way and you're up to the next floor.
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Yeah.
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The third avatar is the all-star.
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The all-star can be in fact, the all-star is already unlocked.
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They're usually five years plus.
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They're a veteran in service and electrical.
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Sometimes they're still charging by the hour, though.
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Sometimes there are just fundamental issues with the way that they execute in their value transactions every day, and at this point they usually have great branding and a team built around it and great morals, great values, great vision, great respect amongst the ranks.
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It's harder to move these guys because there's an existing culture and a team that's already built around that greatness that they already have.
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So we just aim to be the leverage in those groups, just to give them a couple things that can rise them up.
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And the good news for them is it doesn't take much when you have such a strong multiplier.
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A couple little areas just unlock massive gains for them, and usually in the form of profitability.
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Now, what do they want to accomplish in the area where you're an expert?
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From data standpoint, the most popular value piece lead magnet discussion, and it's the first thing we do at any level of person that comes to us is simple pricing.
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It's one of the biggest pains that contractors have.
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We're all in a race to the bottom.
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There's all these new entrants to the market.
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They don't understand value and so value to them is oh, I got this job potential in front of me.
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How do I price it?
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So I get the job for sure, cause I need it.
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I'll just charge a little bit less and I'll do a little bit more.
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That's value, right?
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Yeah, charge a little bit less, do a little bit more.
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As a result, the rest of us, who are never trained in value articulation or what it's like to create value for a customer, we lose confidence in the things because we don't actually have a clarity.
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We don't have the clarity of purpose in that to be able to confidently execute against that race to the bottom, going against the grain, so to speak.
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So what our pricing process does is shows them again, reminds them hey, these are your costs and this is the cost of growth for you and here's what your materials are in there.
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And here's a simple way to actually set up flat rate pricing and be able to execute with confidence against your own what we call price shock.
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So they want to accomplish pricing that's actually sustainable and they want to escape all the fear and scarcity that's inherent within that for the rejection they might face.
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Let's talk about your perspective.
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Get frustrated for a moment and rant about the problem.
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When they want to achieve the goals of more sales, more guys, and they feel challenged or run into barriers.
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What do you see happening?
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One of the biggest things it's the most cringeworthy expressions that I'm sure you and I can relate to is time management.
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In my journey, it's the last thing I ever wanted to pick up a book on and actually read about and learn, and yet it's the single most impactful piece of the entire journey.
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If I can do more of the things that support our growth and do less of the things that hinder it, what would happen then?
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There's a parallel I feel compelled to say.
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I'm sure it'll sit in an email somewhere one day.
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I had a mentor teach me.
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He said Clay, what's the biggest expense in your life?
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And I said a mortgage.
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Most people do.
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And he said tax.
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The next thing, the next question he asked me, blew me away.
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It was profound.
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He said and how much do you know about it?
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Time management's kind of like that.
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We all want a 25th hour.
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We could all agree, right?
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If I asked a room of 10, of 10 000 people.
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Hey guys, you ever think how much more productive you would be with one more hour a day, like if we could just get a 25 hour day?
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Things would be a lot better, right?
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That honey do list would come down, that extra work that's waiting for tomorrow morning would drop off.
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Yep, time management's the last thing we want to talk about, because it starts with us and accountability.
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So that's a massive piece.
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Competition the race to the bottom is a figment of our imagination.
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There is no competition, there's only creation.
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I never understood that and it used to piss me off when my mentors would say it, but it's the truth and we talked about this, ninja cooler earlier.
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That's the example.
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When everyone else is just playing by the social norm rules, the things we accept as truth, usually all we are is just a pivot away like go golfing.
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Think to yourself for a minute, really evaluate this.
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With a community like we have, we're challenging those social norms all the time to just say what do our customers actually want and why aren't we giving that to them?
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Most people see the limits in that, as if how can I compete when everyone's out here charging 80 bucks an hour?
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Well, guess what?
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10 years ago the guy said, how can I compete when they're charging $40 an hour?
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But in every market along the way people have emerged and in every market along the way, those little guys have turned to big guys and said how do you charge 300 an hour.
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How do you charge five 600 an hour?
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People say I get too many price objections.
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I say why don't you believe in your pricing?
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Right, the objection you get is the one you brought with you.
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People don't get selected, right, so email it over.
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There's so many contractors that go out there and they just spray and pray, spray and pray, spray and pray, spray and pray.
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What does that mean?
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That means all my hard-earned leads.
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We talked about this in the podcast, right, I've hard-earned leads, these chicks that I'm supposed to be supporting and turning into plump chickens.
00:11:05.092 --> 00:11:09.499
What I actually did was give them a very short piece of me.
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Even if you had an office person, they talked to the office person.
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They scheduled the appointment.
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No one communicated in between.
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This is the common case, right?
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I went there and in as short a timeframe as possible, because it's a little uncomfortable to linger.
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In as short a timeframe as possible.
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I aimed to estimate present and leave, and a lot of times that leads to me not being done there.
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So I just say I'll email it over.
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I'd hate to impose on your schedule, right?
00:11:35.552 --> 00:11:41.017
Let me ask you a question Like how many of your friends have met the love of their lives through speed dating?
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I literally know a single person.
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Like it didn't work, guys.
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Speed dating gives attraction only you.
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It didn't work, guys.
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Speed dating gives attraction only you.
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Don't build relationships and speed dating.
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Why would you treat clients that way?
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If you want to have more sales and treat each lead better, you have to spend more time with them.
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I got one more example for you that ties perfectly into this.
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We teach something called a two-call close, and if someone's listening to this someday, I hope that they pull this out of the rubble.
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I hope this falls like Rome and one day they're going to find my journal that's in cursive and they won't be able to read it because it's not a writing style they recognize.
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I hope they find this recording and I hope they listen to this man.
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Not only do we go there twice, sometimes we'll go three times and guess what?
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We'll do it for free and I'll say something like this on that third visit.
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Second visit actually is where you'll hear this the first time.
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If we're not clearly the best choice for you and your requirements on this project, I'm going to ball my presentation up, throw it against the wall and help you choose from the other quotes that you receive to make sure that you do get the best fit for your project.
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Electricians always go.
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Why would you do that?
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And I go, because I'm not here to sell electrical, I'm here to build a relationship, a relationship that we earned through our hard-earned efforts and time and money.
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Right.
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Time and money, those are the biggest expenses we have.
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That's where these prospects come from.
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And if that contractor that they select or I help them select, even if they go that route messes up, guess who they're going to call, even if they choose the cheap one, are they going to get the same level of experience?
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No fucking way, not a chance.
00:13:28.749 --> 00:13:36.015
Right, in fact, in our objection handles hey, I'll match their price when they match our level of quality, safety and communication.
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There's no chance.
00:13:37.485 --> 00:13:40.274
So even if they did that job with them, isn't there still a chance?
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They call you for the next one when they match our level of quality, safety and communication.
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Right, service loop.
00:13:46.445 --> 00:13:49.693
Electrical service loop literally means it's actually a double entendre.
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A service loop is a little extra bit of wire you leave in the box for future serviceability.
00:13:54.527 --> 00:13:57.053
But it's a double entendre, as we say in Canada, at least.
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That's French means it has a double meaning.
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It also means hey, in service, we're going to do that little bit extra for future serviceability.
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I don't want today's transaction, I want the long game with you.
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I want to nurture you like a member of my own family.
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As a result, I will go there three times free.
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I will go there four times if need be.
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Guy says when should I stop going for free?
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When they say no, I'd rather part as friends.
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Right until then, I'm supporting them because some of these lifetime client relationships end up being worth six figures, not five, not four, not three.
00:14:33.765 --> 00:14:39.918
Guy in DMs yesterday says to one of my setters industrial background this resi is kind of shitty man.
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You know those small tickets.
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Two 300 bucks.
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You know what I do, know that pain.
00:14:46.010 --> 00:14:56.971
What we do is we don't service the GFI, we service the customer and, as a result, it always takes 45 to 60 minutes.
00:14:56.971 --> 00:15:02.147
As a result, we always identify all of their needs, desires and problems.
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As a result, we always create six options that speak to those with because frames to each and, as a result, our average ticket on those small calls is north of $2,000, not under 500.
00:15:15.756 --> 00:15:18.673
But it comes from consistent service.
00:15:18.673 --> 00:15:24.527
So there's a challenge we know very well there's.
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There's three types of service providers.
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This actually transcends electrical, mr fix it, mr sales and mr service.
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Two are wrong.
00:15:33.830 --> 00:15:37.903
Mr fix it, mr sales, mr service, which two?
00:15:37.903 --> 00:15:38.884
Which two are wrong?
00:15:39.505 --> 00:15:51.024
fix it and sales yeah, mr fix, it actually has the best intentions for that person, but he approaches them with his own buyer mentality and, as a result, they're vastly underserved.
00:15:51.024 --> 00:15:54.767
He values rush in, rush out, charge as little as possible.
00:15:54.767 --> 00:15:57.308
That should be his flaw, not the customer's.
00:15:57.308 --> 00:16:05.894
The way that we present gives customers the choice to be the kind of buyer they want to be and experience exceptional service, no matter what they choose.
00:16:05.894 --> 00:16:09.716
As a result, we always say that's a great choice.
00:16:09.716 --> 00:16:11.238
We don't swing for the fences.
00:16:11.238 --> 00:16:12.623
I don't want people to push platinums.
00:16:12.623 --> 00:16:23.203
I want you to draw up platinums so they know what you can do in the future and you can follow them up and send wonderful email marketing messages about those choices in the future.
00:16:23.203 --> 00:16:28.985
But I'm happy with a basic sale today because either way, that's a great choice.
00:16:28.985 --> 00:16:32.860
Mr Sales, of course that's the guy that's just in for the objection game.
00:16:32.860 --> 00:16:36.533
He wants as big a sale in the shortest timeframe possible.
00:16:37.015 --> 00:17:01.874
What people don't understand is all of us every single one of us open our eyes in the morning and close our eyes at night, and between night and morning we dream of all the things we could have in our lives the things we could touch, we could hold, we could buy we could experience, and in all the hours of the day, we all rest with unspoken, subconscious objections.
00:17:01.874 --> 00:17:03.706
And I've got proof of this.
00:17:03.706 --> 00:17:16.806
The ratio of ads to organic content on social media, which all of us peruse in 2025, unless you're 90, the ratio is between two and four to one ads to organic content.
00:17:16.806 --> 00:17:23.586
What that means is you're exposed to hundreds, if not thousands, of on target, mind you ads every single day.
00:17:23.586 --> 00:17:25.349
This is the crazy part.
00:17:25.349 --> 00:17:37.290
If you've ever said to a friend I think my phone is listening to me because I just talked about this the other day and now I'm seeing Kias everywhere oh my God, it's showing you what you want.
00:17:37.290 --> 00:17:38.921
How are you not buying it?
00:17:38.921 --> 00:17:46.674
It's because you woke up today with the objections already in your mind and you don't even recognize this.
00:17:46.674 --> 00:17:55.306
You're living your days perusing past ads, deciding what to listen to, what not to listen to, and you're starting with an objection.
00:17:55.306 --> 00:17:56.971
Why is that important?
00:17:56.971 --> 00:17:59.387
Because your customers have it too.
00:17:59.387 --> 00:18:00.781
It's not.
00:18:00.781 --> 00:18:01.685
Will they object?
00:18:01.685 --> 00:18:03.606
They're fucking objecting.
00:18:03.606 --> 00:18:05.487
There is an objection.
00:18:05.619 --> 00:18:12.342
Your job is to build a relationship adequate enough to learn what their objection is specifically, so that you can actually help this person.
00:18:12.342 --> 00:18:23.394
Take something off the honey-do list and put it onto your list so they can be served, and I promise you, if you do that, they will feel lighter, their relationship will improve.
00:18:23.394 --> 00:18:29.566
It will be handled in a professional manner where you can actually now have an impact on their life.
00:18:29.566 --> 00:18:35.603
We all have a preconceived notion about what value is.
00:18:35.603 --> 00:18:37.547
This is the tax thing, though.
00:18:37.547 --> 00:18:39.992
Right Like what's the biggest price you pay in your life?
00:18:39.992 --> 00:18:41.142
He said tax.
00:18:41.142 --> 00:18:43.326
I actually challenged that.
00:18:43.326 --> 00:18:44.489
My mentor said that to me.
00:18:44.489 --> 00:18:51.915
I would say the biggest price you pay in your life is not understanding how to create value, not having a framework for it.
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