July 23, 2025
S2 EP 48 The One Pricing Shift That Unlocks Time, Profit, and Freedom
Most electricians are undercharging, overworking, and stuck wondering why they can’t scale. In this episode, Clay and Joseph share the one pricing shift that unlocks time, profit, and freedom and why slowing down might be the most profitable move you make. What You’ll Learn: Why most contractors stay stuck at $500K/year (and how to break free) The “gas station” strategy that makes pricing objections disappear How service can actually buy back your time, not steal it The real cost of un...
Most electricians are undercharging, overworking, and stuck wondering why they can’t scale.
In this episode, Clay and Joseph share the one pricing shift that unlocks time, profit, and freedom and why slowing down might be the most profitable move you make.
What You’ll Learn:
Why most contractors stay stuck at $500K/year (and how to break free)
The “gas station” strategy that makes pricing objections disappear
How service can actually buy back your time, not steal it
The real cost of underpricing (spoiler: it’s not just profit)
How to build loyalty so strong that clients beg to pay you more
📈 This episode is a must-listen for electricians, HVAC techs, and any service pro who wants to escape the grind and build wealth through service.
🎉 WIN OF THE WEEK:
Our client Charlie used to refuse offering options.
Now? He just closed a $35K job, $10K more than his competitor,
and the client was thrilled to pay it.
That’s the power of slowing down and pricing right!
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0:00 - Introduction: Why Most Contractors Stay Broke
2:35 - The $238 Call That Became $20K
6:42 - The Real Cost of Poor Communication
9:15 - Slowing Down to Speed Up Profits
14:01 - Pricing for Lifetime Value, Not Quick Wins
19:36 - The Costco Strategy: Why Options Matter
23:22 - Escaping the Volume Trap with Better Pricing
29:45 - Family, Health, and the Real Why Behind Pricing
34:10 - When You Can’t Take a Day Off, You Don’t Own a Business
41:30 - Final Thoughts: Serve Better, Live Freer
#ElectricianLife #ContractorBusiness #ServiceLoop #PricingForProfit #BurnoutToBreakthrough #HomeServicePro #TradeTalk #MillionDollarElectrician #FreedomThroughService #FlatRatePricing
00:00 - Welcome to Million Dollar Electrician
00:33 - Service That Scales: The Customer Experience
04:22 - Clay and Joseph's Introduction
09:28 - The Value of Communication in Service
15:08 - Pricing Properly for Premium Service
20:38 - Health, Family, Then Business
24:54 - Providing Options and Creating Value
29:42 - Final Thoughts and Success Stories
WEBVTT
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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 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.
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It's time to become a million dollar electrician.
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Today we are going to be talking about service that scales, which might sound really simple, but I was just talking to someone the other day and talking about just how terrible customer service is.
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Like we're getting a pool built in our backyard because we've literally just nothing to dirt Like.
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If you're familiar with Arizona, there's like there's no vegetation, so we had to do something with our backyard and obviously it's going to.
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It's already in the upper 90s here today when we're recording this.
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So we're going to pool belt and the GC sucks at communication.
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We actually had to have him come over to the house and yell at him because he literally won't tell us when someone's coming.
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We have three dogs, a cat, like all this stuff going on in our house, plus just different thing with the kids, and I have no idea when he's coming, who's coming, when they're leaving.
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Should I put the dogs away or do you want my pit bull running after you?
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I don't think they want the pit bull running after you.
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We've had a lot of contractors over the years.
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Do work back in our house.
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In Wisconsin I had an electrician.
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You guys will love this and I'll let you guys introduce yourself In Wisconsin.
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When I first started Relentless Digital.
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We didn't really do anything.
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In our basement it was kind of cold.
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You know, basements up in the north they're always cold and dingy unless you really build them out.
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We got lights installed so that way we could build my office down there.
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And this guy never told us when he was coming.
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He just showed up one day, didn't give us a price ahead of time.
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He cut holes in the ceiling and he did fine there.
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Didn't vacuum the floor, it was carpet, just left a mess.
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Didn't tell us he was leaving, just sent us an invoice later.
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It was carpet, just left a mess.
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Didn't tell us he was leaving, just sent us an invoice later.
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No review link.
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No, how did I do Nothing?
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I mean he was very cheap, of course, because type of service we got.
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But that stuff happens a lot and I think the Facebook you guys see and we surround ourselves with, there's really great operators that operate in that space and they're the ones that are really engaged with all that stuff.
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But there's so much of the industry, home service, whether it's electrical, hvac, plumbing, like they don't even know a lot of this stuff exists and how to really raise the level.
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And I've been chatting with you guys for probably a year, year and a half now.
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Yeah, a year and a half A little bit, yeah yeah, and paying attention to you guys' Facebook group and the success stories you guys have had, and I definitely wanted to bring you guys on.
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So, with that said, we're interviewing Clay and Joseph from Service Loop Electrical today, so I'll let you guys introduce yourself and we'll get started.
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You know what?
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I'll start out just by saying thank you for having us here.
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We had Josh on our podcast, million Dollar Electrician.
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We had a great time, great discussion.
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So thanks for having us, josh, and I'll just explain.
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I'll figure out how I'm going to get you guys to stage here.
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I don't usually press the button.
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This actually works.
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I'm totally down with this view.
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I don't know what I'm doing.
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If you're watching this, I'm sorry.
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Church usually presses the buttons and I don't know what the hell he normally does, but we'll figure it out.
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We'll get that part.
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So service loop literally stands for that little bit extra for future serviceability, and it sounds easy, but it's actually hard, as you noted.
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That's why so few people do it.
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The path of least resistance is an electrical term we use often and, just like all electricians do this, all service providers do this.
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Often we find ourselves in shortcuts from just treating the person in front of us like we want our own mother to be treated.
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And, without boring you guys on the details, the sneak preview of all of this is, of course, we're a couple of master electricians with business addictions, helping electricians serve at the highest level.
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But this stuff applies to everyone the banker, butcher, candlestick maker and everyone in between.
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They all tend to be falling short of service.
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And so I keep saying, at a time where AI is really gripping and it's taken its hold and we're all excited at the next shiny object to maybe answer the phones for us or to DM for us in the chats, to remove another friction point where we ourselves have to serve, I want this episode to be a call to action for those of you true to heart service providers.
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Like King George IV said, the highest form of distinction is service to others.
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And, joe, I want to tag you in because you have a similar story that you need to share about your floor in the basement.
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Oh my God, I love that.
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You're triggering some.
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PTSD here, but here let me dive into it.
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So, similar to you, Josh, I ended up going with a cheaper contractor.
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One of the reasons why I was laughing when you started yeah, naturally right.
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So you know how you're talking about, how basements can be dingy and all that.
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I'm in a basement office that I absolutely love because I put so much into it to make it really comfortable.
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But one thing that I really regret is going cheap on the floor.
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What ended up happening was we went for a provider and he put everything in and about like two months later we started noticing some cracks between the boards Like, okay, maybe it's a little bit, it was one, maybe it's one spot.
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And they started peering in different places on my floor and I reached out to him like, hey, this is happening.
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And he's like, well, I didn't do it, it's not anything I did Just so you know it's not anything I did.
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I was like, okay, but what do we do about it?
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He's like, well, you bought it from you?
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He's like, yeah, but you're the customer, so you're going to have to go in.
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So I called the manufacturer and they said, well, you need the receipt.
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So I had to go back to the guy and be like can I have the receipt for the floor?
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And he goes I don't have the receipt, I don't know where it was, I'll have to find it.
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So then I come back and forth and I he's like yes, I could sell you a new floor if you'd like.
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I can come back and we can just tear it up and we can just do a whole new floor if you want.
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And I'm like that's not what we're going to do, so yeah.
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So I literally had to like say that no, it's not what we're going to do, Not going to happen.
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It's a shame, because I'd like to have a nice, clean floor, but I also don't like being screwed by contractors.
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So my pride decided to let it not happen.
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I don't think it's really.
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I mean, there's stories where it's intent, it seems like it's intentional, where guys just try to sell something that they don't need and whatnot.
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A situation like that.
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It probably doesn't sound like that.
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Just the guy doesn't know what he's doing, he's not serving, he's just you asked for a floor, he gave you a floor, it was a cheap price, and he just keeps moving on to the next job and he doesn't keep his receipts.
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He doesn't keep any of the stuff that actually a great operator would keep.
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So that way the service is five-star.
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This is the cool part, though, and this is how it actually ties specifically to this episode.
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I love doing renovations to my home.
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I love it.
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It makes me so happy.
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I do the electric, I do the walls, I do a lot to it.
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This next project we're taking on is going to be substantial.
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We're putting on additions to the home, we're renovating rooms, we're putting a lot into the home, and I want to almost call him and be like hey, we've got a six figure project we're going to be taking on, and I want you to know that you won't be getting it because of what happened to the floor.
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Hope you have a great day for yourself, take care.
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You know what I mean.
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Like, but that's the thing.
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He could have gotten all this extra work because I've done so much to my home and I could have had him be my consistent guy every single time.
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But because he dropped the ball on service, which could have been as simple as sending a tech out and just putting some floors in, he's lost substantial continuous income Plus the thing.
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That's crazy is he doesn't even know.
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He doesn't even know he lost that work.
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He just goes, pays the marketing company or Google or Facebook to go get more leads, because he needs more leads, because you can't find enough business in his current customer database.
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Clay, remember a customer that I was talking about who bought a maintenance and then ended up going and upgrading.
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So you're one joke.
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My partner and I are just we're broke as a joke and we're just handing out door hangers, going to neighborhoods that are high impact for generators and all it was was just door hangers for maintenance agreements for generators.
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I've sold one agreement on one day of a walk and the guy had me maintain a generator that he had installed by someone else and every single year he would call us back for this maintenance because we would sell the next year in advance.
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And every year he would call us back for this maintenance because we would sell the next year in advance, and every year he would add a little bit to it.
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Like, well, I need something inside the home a little bit.
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And about five years went by and the generator that we kept telling him was going to eventually fail, it completely shit the bed, and what ended up happening was we were able to sit down and present him a whole suite of options from a complete like let's upgrade everything, let's make your home office good, let's really put in a system down to like I'll just put in what you have, but we had so much rapport over that five-year period of time, he bought my top option without even really worrying about it and it was 20,000 plus.
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So you think about going back.
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It was a free door hanger, a $238 maintenance at the time, but just kept leading to more and more and more work and he kept referring me and being a great testimonial all through those years.
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So it doesn't matter how small it is.
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It matters the intention that you put behind it and how well you can keep up with it.
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By the way, guys, we've got a ton of good stuff, and this is going to lead to pricing shortly, and we've got this awesome value piece for anyone that wants help with their pricing, so please stick around.
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I want to go back to this impatient game for a sec.
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Josh, let me ask you a question.
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You probably have a regular fuel station that you go to to put petrol in your vehicle, truck, car, whatever it is.
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But what happens if, when you're driving by, you see a lineup at the pump that you need?
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Do you go and wait in line or do you go to the next station?
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I would usually go to the next one, and me too, and most people answer that the same way.
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It's again this little rush thing that we're doing, rushing through life trying to get the most results.
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You know that's probably not going to save me time.
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No, no, no.
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So there's two ways to go with this, but I'm going to share a key strategy that I would use if I owned a gas station, and this is actually something that's also built really off of Alex Ramosi's value driver framework.
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It's something that we accept to be true.
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There's a few things that we need to control.
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We want to increase desired outcome.
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Josh wants fuel and faster time right, we want to limit the risk.
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Well, the current risk is that Josh would have to wait, and then there's no telling how much time this person takes.
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The negatives on the bottom we're trying to release, remove entirely our time delay, which we just spoke to.
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You don't want to wait.
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That hurts you, that's pain in your life, and you don't want effort and sacrifice.
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So, as an example of that at the gas station, what if this guy then goes in for snacks after he's done fueling and gets some chips and maybe orders a coffee, and that takes a few minutes, and now you've got to back your vehicle up and go to another pump?
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This is all super painful to you in a general experience.
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Right, I'm with you there.
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All super painful to you in a general experience.
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Right, I'm with you there.
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So let me solve this very quickly.
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Some gas station owners might say well, what do we need is faster pumps, because I'll have less lines and I'll invest in the faster pump.
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And that's the way a lot of electricians and other service providers think about their business.
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Well, maybe I make the team faster.
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Right, if we could just do our services faster.
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But there's actually another way to solve this problem.
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What if I put a meter above the pump that communicated how full or what percentage complete that person filling up was?
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And when you were driving by you noticed hey, it's at 90% full.
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The next spot's open.
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Now would you drive to the next gas station you know what's funny?
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The next spot's open.
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Now would you drive to the next gas station?
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You know what's funny?
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Costco actually does not the percentage, but I don't know if they do this for all of them, but I know the one here.
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When you get in line there's four in a row and there's probably six or eight rows, but they have just like some parking garages have this too.
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Actually I've seen this at airports in the bedroom there's a little green or red light above, so when it's in use the red light goes on.
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It's not open.
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It's the same thing with the gas pump, where it's Because.
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Then I know like, oh, I'm not going to go on that line, I'm going to go on this one over here, because this one's got a green one, the second out of fourth slot, and I can slide in.
00:12:30.371 --> 00:12:32.924
So very similar to what you were saying.
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That regardless I know Costco has gotten into politics lately, but regardless, the operation of their business is one of the best in all of business.
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They understand why the hot dog is $1.99 to bring people in, because they buy a bunch of other things Even though they're losing money on that.
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They understand the concept of those sorts of things that cause pain, and then they get people in the door and then we go buy $300 worth of stuff every time we're there because we need water and food and everything else.
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We're going to learn so much from Costco, because there's another way they help too.
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But in this case, what did we change?
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Just the communication.
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All I did was communicate with the customer better.
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Yeah, same pump, same station.
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They didn't move anything, they didn't add any pumps, they didn't make it any faster.
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This was available sooner.
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Might be okay to wait in line, because they're at 90% full.
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So how do we implement that in our service business?
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We slow down, we commit ourselves to full communication when it counts and we do the right thing by the customer in front of us and ignore everything else during that time because it doesn't matter right now.
00:13:37.230 --> 00:13:42.052
And so you mentioned, like a friend, ren and smaller guys that are overwhelmed.
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Well, I had a mentor explain and in fact it's a question he asked me.
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He said, clay, do you think that how you do one thing is how you do everything?
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And it was at that point I realized, holy crap, I'm doing a lot of stuff really shitty.
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You're busy.
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Being busy, I was not having a great impact anywhere and I was willingly walking into that every single day of the week, overwhelmed, not sleeping well, and my customers were confused.
00:14:06.947 --> 00:14:09.447
Does that sound familiar to anyone?
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Well, and I feel like this gets into, and I told you guys we'd talk about this because this is such a I see it a lot.
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I'm sure you guys do.
00:14:16.870 --> 00:14:18.400
I'm sure you guys do.
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I'm sure a lot of people that serve contractors see this.
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But the problem is we don't price ourselves properly in order to make a profit so we can actually sit there and take our time with customer in front of us.
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Because if we don't price ourselves properly, the only other way for us to win is on volume.
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That means we have to do four jobs.
00:14:37.283 --> 00:14:40.831
So instead of maybe three or four jobs for your electricians, we got to do six or eight.
00:14:40.831 --> 00:14:45.831
We got to speed it up so we can make more dollars because our profit is too low.
00:14:46.620 --> 00:14:52.802
And I know you guys, this is like one of the first things I think you guys talk about with anyone I've ever seen come into your group or your program.
00:14:52.802 --> 00:15:08.629
So I'd love to hear your guys' take on how you guys approach that conversation to get people to start really looking inward, because starting out when you're small is a lot easier to fix your pricing than when you're bigger and you have a big team and bloated overhead and all these sorts of things.
00:15:08.629 --> 00:15:27.879
Fixing this stuff early allows for growth, it allows for marketing, it allows to go get more customers, it allows for time to hire people, it allows for a lot of what I'll call it luxuries, because you've set yourself up for success no-transcript.
00:15:27.421 --> 00:15:28.765
You can see ships at bay.
00:15:28.765 --> 00:15:34.006
If you're just starting out, your ship's at the dock and if you've been out there for a while, we'll come back in.
00:15:34.006 --> 00:15:35.533
Let's pull into the dock for a second.
00:15:35.533 --> 00:15:37.520
How many holes are in your boat?
00:15:37.520 --> 00:15:39.385
Are you bleeding right now?
00:15:39.385 --> 00:15:43.721
You know what I mean More month at the end of the money than money at the end of the month.
00:15:44.082 --> 00:15:45.024
Things aren't adding up.
00:15:45.024 --> 00:15:52.315
It's time to come to dock and assess this, because being out there bailing the boat every minute of every day, that's that busy stuff.
00:15:52.315 --> 00:16:06.613
It's not adding up and we keep telling ourselves out of fear that everyone else is priced the same, and usually we priced ourself off of the last employer or we mystery shop someone and just use their rate and then wonder why the money is not adding up.
00:16:06.613 --> 00:16:08.059
We talked about value earlier.
00:16:08.059 --> 00:16:09.280
Now we're talking about pricing.
00:16:09.621 --> 00:16:27.668
The truth is, we need to flip our priorities and prioritize learning, value, articulation and service, and how to structure and systematically price in a way that you literally give choices and they will choose you and once in a while, as Joe's, become the expert of creating these choices, these solutions.
00:16:27.668 --> 00:16:31.988
Once in a while, they'll choose you at your best and there's no better feeling than someone choosing you at your best.
00:16:31.988 --> 00:16:43.291
And there's no better feeling than someone choosing you at your best, except for this one thing when you hire and train someone to work for you and they get chosen at your best when you weren't even there.
00:16:43.291 --> 00:16:45.081
You were filming a podcast here, joe.
00:16:45.342 --> 00:16:50.312
That's how you get the business to work for you, not with you in it all the time.
00:16:50.821 --> 00:16:52.028
I really do agree with you guys.
00:16:52.028 --> 00:16:56.605
It's amazing how sometimes the slowing down is actually what allows you to be better.
00:16:56.605 --> 00:17:05.845
I've always viewed it as we're great electricians, we all consider ourselves great electricians and then those same great electricians find themselves not having work.
00:17:05.845 --> 00:17:07.829
It's like why aren't you having work?
00:17:07.829 --> 00:17:10.605
It's not because you're not a good person or you're not a good worker.
00:17:10.605 --> 00:17:19.228
It's that if you can't communicate what makes you better in a way that the customer can understand and see value in, they have no reason to pay more to hire you.
00:17:19.228 --> 00:17:33.276
So if you can make sure that you've slowed your process down so they can see it, you're actually spending more effective time, because in that situation now they can choose you willingly, not only now, but they can see the difference between you and your competitor.
00:17:33.276 --> 00:17:40.874
And the difference between you and your competitor isn't just in skill, it's in saying I can serve you in a way that you can appreciate and understand.
00:17:40.874 --> 00:17:43.405
And it's a consistent, safe bet every time.
00:17:43.747 --> 00:17:52.119
You likely start a business for two reasons you wanted more money for your time and you wanted more control of your time and, ironically, most of us-.
00:17:52.240 --> 00:17:52.843
There might be a third.
00:17:52.843 --> 00:17:54.248
They might just be unemployable.
00:17:54.248 --> 00:17:55.642
They might be unemployed.
00:17:55.682 --> 00:17:56.463
That happens too.
00:17:56.463 --> 00:18:04.820
We've seen that happen, but the reality is you end up with less sleep, less time and less money than you ever had before because you don't have any skills yet.
00:18:04.820 --> 00:18:14.154
So, number one what do I need to earn to pay the bills so that, as we say in our values, health, family, then business?
00:18:14.154 --> 00:18:17.449
Josh, if your health is crap I know you're working out.
00:18:17.449 --> 00:18:19.866
I'm seeing your videos, hearing about all the stuff you're doing.
00:18:19.866 --> 00:18:21.131
Why is that?
00:18:21.200 --> 00:18:28.532
Why do you prioritize your health Ever since I started like, honestly, I would get through days before I started this journey Just crap.
00:18:28.532 --> 00:18:30.046
Like I would push through it.
00:18:30.046 --> 00:18:35.321
Like everyone you know.
00:18:35.321 --> 00:18:36.025
It's like, oh, you just got to keep.
00:18:36.025 --> 00:18:36.286
This is life.
00:18:36.286 --> 00:18:37.310
Right, this is, this is as good as it's going to get.
00:18:37.310 --> 00:18:38.375
You just got to push through it, it's normal, Right?
00:18:38.395 --> 00:18:49.750
You hear that stuff until you start working out and you start eating right, and you start taking some supplements for it, Cause your body needs some different stuff, and I feel like a fricking King, Like I can just keep working and I don't have to stop when I work.
00:18:49.750 --> 00:18:51.412
I can actually give it 100%.
00:18:51.412 --> 00:18:54.155
I'm not like, oh man, I'm just like dreading doing this thing.
00:18:54.155 --> 00:19:04.073
Biggest thing too like Monday I had one of those days where we were training for the Spartan Race, we did five miles hour-long session at Augment, which was compression therapy, sauna, cold, hot, cold, hot, cold.
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