Feb. 18, 2026

S3 EP18 How to Raise Your Electrical Service Tickets (Without Being Pushy)

If you're an electrician stuck between $100K and $2M and your techs struggle with close rate, objections, or average ticket size this episode is for you.

In this session, Clay and Joe break down the 6-option sales framework that:
- Preemptively handles “email it over”
• Stops customers from shopping multiple quotes
• Raises your average ticket
• Shifts you from technician to trusted advisor

💡 What You’ll Learn:
• How a $300 Ring doorbell call turns into a full security system upgrade
• How understanding the customer’s emotional “why” changes everything
• Why pricing must be right before options work
• The mindset shift that separates average electricians from high-profit operators

If you think offering options feels pushy… this will change your mind!

⚡️Want to learn how to multiply your service calls without burning out?
Join the SLE Pro App for tools, strategies, and next-level support!
https://www.electricserviceapp.com/

⚡️Podcast Powered by Duromax Generators.
Making turnkey power solutions easy.
📧 Email: jesse@duromaxpower.com
🌐 Website: www.duromaxpower.com
📞 Call: 909-490-5789

⚡️Jump into the Million Dollar Electrician Community and connect with real business-minded sparkies! https://www.facebook.com/groups/844859526389567

⚡️Learn more about electrical service pricing, flat-rate vs. hourly, and how to lead your market through service. Contact us, we’d love to help!

#ElectricianBusiness #ElectricalContractor #ServiceBusiness #ElectricalSales #HomeServiceBusiness #ServiceTickets #SalesTraining #ContractorLife #ByElectriciansForElectricians #TradeBusiness #ServiceIndustry

00:00 - Why Options Aren’t “Salesy”

01:07 - Show Opening And Mission

02:02 - Duramax Stories And Upcoming Guest

03:02 - Webinar Wins And Friendly Rivalry

05:16 - How To Access Webinar Replays

07:31 - Profit Strategy For 2026

08:55 - Six-Option Framework Overview

11:18 - Anchoring And Top-Down Pricing

13:10 - Handling Objections With Packages

15:11 - Mindset Barriers To Offering Options

17:30 - The Objection You Bring, You Get

19:05 - Multiple Quotes And Control

21:05 - Rehearsal, Role Play, Muscle Memory

22:53 - Can You Win Without Options

24:04 - Why The Why Drives The What

25:21 - Turn Small Jobs Into Big Solutions

27:02 - Niche Needs And Deep Listening

28:13 - How Training Compressed Years To Months

30:01 - Leads Engine And Upcoming Training

31:08 - Why It’s A Great Time To Be An Electrician

32:05 - Closing And What’s Next

WEBVTT

00:00:00.239 --> 00:00:12.000
If you believe that offering options is salesy and you don't look into more of the research to prove that it's not, you're going to naturally feel exertion in offering choice because most electricians don't like salespeople.

00:00:12.080 --> 00:00:13.279
They don't like the concept of sales.

00:00:13.359 --> 00:00:17.280
They see it as something they're doing to someone rather than something they're doing for someone.

00:00:17.440 --> 00:00:27.839
So the first logic is if you don't believe that offering options is actually helping your customer and that it's not just being pushy, naturally there are some people who operate on ethics that's like, you know what?

00:00:27.920 --> 00:00:28.559
I don't want to do it.

00:00:28.640 --> 00:00:29.679
I don't want to cross that line.

00:00:29.920 --> 00:00:38.079
The second really comes down to is what they've learned from experience, meaning they were taught good, better, best and present from the cheapest up.

00:00:38.320 --> 00:00:39.600
We're doing it completely opposite.

00:00:39.759 --> 00:00:41.840
We're doing six and going from the top down.

00:00:42.000 --> 00:00:44.960
So someone may be like, I'm not willing to change.

00:00:45.119 --> 00:00:49.520
Because there's this fear of if I do something different, I'll lose the customers I have.

00:00:49.679 --> 00:00:51.119
And that's actually not the case.

00:00:51.200 --> 00:01:07.680
Because if you think about it, if your clothes ratio goes up and your average ticket goes up, you can lose customers and come out more profitable, meaning you can serve less people, but with a higher level of service, so much so that they willingly take higher options and thank you for it.

00:01:07.920 --> 00:01:19.680
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.

00:01:19.920 --> 00:01:27.840
I'm Joseph Lucani, and together with my co-host Clay New Meyer, we're here to share the secrets that have helped electricians sell over a million dollars from a single serviceman.

00:01:28.159 --> 00:01:30.560
Now it's time for sales.

00:01:30.799 --> 00:01:32.719
It's time for scale.

00:01:33.200 --> 00:01:38.480
It's time to become a million-dollar electrician.

00:01:41.920 --> 00:01:42.799
Hello, hello.

00:01:42.879 --> 00:01:43.840
What's up, you guys?

00:01:43.920 --> 00:01:48.879
You're back for another episode of the Million Dollar Electrician powered by Duramax.

00:01:49.040 --> 00:01:50.959
Joe, how the heck are you doing today?

00:01:51.120 --> 00:01:51.840
I'm doing great.

00:01:51.920 --> 00:01:57.120
I gotta admit, with the weather that's been happening recently, like the inner generator nut in me has just been thriving.

00:01:57.359 --> 00:01:59.599
Power outages, freezing attempts.

00:02:00.640 --> 00:02:01.280
I love it.

00:02:01.439 --> 00:02:02.079
I love it.

00:02:02.799 --> 00:02:09.199
Speaking of power outages and Duramax, if you guys recall, we had Jesse Hurt on the show before.

00:02:09.360 --> 00:02:15.439
I think that was part of season two when we did that and uh invited Duramax and created this amazing deal.

00:02:15.599 --> 00:02:17.599
And Jesse just called, actually.

00:02:17.680 --> 00:02:19.120
He's been trying to get a hold of us.

00:02:19.199 --> 00:02:20.479
I was on vacay for a bit.

00:02:20.560 --> 00:02:24.479
I finally got in contact with him yesterday, and it was a total praise call.

00:02:24.639 --> 00:02:42.800
So I just want to pass some of that praise on and say we're gonna have Jesse on to tell you some of these stories, some of the exceptional stuff that's been happening where electricians have gone out of their way, even driven across states to pick up Duramax units and then to help homeowners prepare for these storms and keep the power of the lights on.

00:02:42.879 --> 00:02:44.479
They're just like exceptional stories.

00:02:44.560 --> 00:02:46.639
So I'm super excited to have Jesse back, man.

00:02:46.719 --> 00:02:48.719
And I know that one's gonna tickle you pink, Joe.

00:02:48.800 --> 00:02:49.199
Oh man.

00:02:49.280 --> 00:02:51.360
Anything anything about those plug-in gens, man?

00:02:51.439 --> 00:02:51.919
I'm with it.

00:02:52.080 --> 00:02:52.960
I love them.

00:02:53.120 --> 00:02:54.400
Love them, love them, love them.

00:02:54.639 --> 00:03:02.080
Uh, speaking of things you love, uh, not sure how many of you guys were able to get to the webinar, but I know how many attended.

00:03:02.240 --> 00:03:04.719
I know how many attend, and it was like 39.

00:03:04.800 --> 00:03:07.599
So Joe just actually beat my attendance record.

00:03:07.759 --> 00:03:08.479
39 people.

00:03:08.560 --> 00:03:10.240
I think I was at like 32.

00:03:10.400 --> 00:03:13.280
And this is something that is becoming a bit of a trend.

00:03:13.360 --> 00:03:16.159
So I'm just gonna, I'm just gonna pick at you a little bit here, Joe.

00:03:16.400 --> 00:03:16.960
Go for it.

00:03:17.120 --> 00:03:25.599
In in competition between Joe and I, partners of Service Loop and the Million Dollar Electrician, uh, Joe's been kicking my ass lately.

00:03:25.759 --> 00:03:29.680
And so I just want to call attention to it publicly, public shaming myself.

00:03:29.840 --> 00:03:35.439
Uh, coach of the year vote we had at Christmas party where a bunch of our electricians and all of our staff were there.

00:03:35.520 --> 00:03:38.159
Uh, Coach of the Year unanimously was Joseph.

00:03:38.319 --> 00:03:41.360
Even though I feel like, you know, it brings so much strategy fire.

00:03:41.520 --> 00:03:44.800
There's guys that are like, hey, we wouldn't miss your Friday class for nothing.

00:03:44.960 --> 00:03:47.680
Still, Joe got the uh got the bread there.

00:03:47.840 --> 00:03:48.159
You know?

00:03:48.319 --> 00:03:50.960
Uh you've recently, Joe had a viral post.

00:03:51.039 --> 00:03:52.080
What was that one about?

00:03:52.319 --> 00:03:53.599
Oh my God, it was my favorite.

00:03:53.680 --> 00:04:00.879
It was when you think about it, the average electrician shows up and you do a whole home diagnostic and you find out that like the problem is in the meter.

00:04:01.039 --> 00:04:05.439
We found it, it's there, it's isolated, but it's an underground service and it's got a lock on it.

00:04:05.520 --> 00:04:08.879
And it's all right, do you web out the old dykes and give it a cut and say it was cut when I got here?

00:04:09.039 --> 00:04:13.840
Or do you go by utility regulation and say, I'm gonna leave and wait till it comes back in two to three weeks?

00:04:14.080 --> 00:04:14.319
Yeah.

00:04:14.400 --> 00:04:17.839
So Joe's at about like half a million views on this post.

00:04:18.160 --> 00:04:20.160
My best ever was like 30,000.

00:04:20.319 --> 00:04:21.759
So just putting me to shame.

00:04:21.839 --> 00:04:28.639
And then earlier today, we just had a check-in call with one of our biggest clients we've worked with, which over a couple of years, big win to report here, actually.

00:04:28.720 --> 00:04:34.000
They started, they were at 10 and a half million with a few shops, uh, basically negative profitability.

00:04:34.079 --> 00:04:38.240
In the first year, we were able to get them up to 12 million, about a 12% profit.

00:04:38.399 --> 00:04:43.920
And they just reported, uh, finishing their year, uh, that they were 14 million, I think.

00:04:44.000 --> 00:04:48.160
So another 2 million increase, which uh great pat on the back to them.

00:04:48.240 --> 00:04:51.680
And everyone, of course, as you guys know, we're just the GPS.

00:04:52.079 --> 00:04:57.920
But when we talked about the continuation, they definitely said, well, we'd love to work with Joe some more.

00:04:58.959 --> 00:05:00.639
I was feeling a little left out.

00:05:00.720 --> 00:05:04.079
I think you're like three or four for four here and crushing me, man.

00:05:04.240 --> 00:05:11.120
You know, the way I see it though, is that what that's one of the benefits of why I think you and I are such great partners, because whenever the vote comes, I vote for you.

00:05:11.279 --> 00:05:13.279
I love the information you bring to the table.

00:05:13.360 --> 00:05:15.439
I get to work with my best friend every single day.

00:05:15.600 --> 00:05:19.360
We get to build something that's really genuinely valuable for electricians.

00:05:19.519 --> 00:05:20.160
And you know what?

00:05:20.240 --> 00:05:21.279
Like a car needs both.

00:05:21.360 --> 00:05:23.040
It needs a steering wheel and it needs a gas pedal.

00:05:23.120 --> 00:05:25.439
One's got to push it forward, the other's got to get us in the right place.

00:05:25.600 --> 00:05:27.199
So a car is not gonna go the same.

00:05:27.360 --> 00:05:28.079
Neither will we.

00:05:28.160 --> 00:05:28.959
I love you, man.

00:05:29.279 --> 00:05:29.920
I love you too.

00:05:30.079 --> 00:05:31.839
Appreciate that vote of confidence.

00:05:31.920 --> 00:05:33.600
And uh, I vote the other way as well.

00:05:33.759 --> 00:05:41.680
So here's the thing: I think we we owe it to everyone to do a little recap and let you know that you could still get the replay of Joe's 90-minute webinar.

00:05:41.759 --> 00:05:44.639
And you could get the replay of my 90-minute webinar.

00:05:44.879 --> 00:05:53.279
Had a few less people, but nonetheless just as powerful, just as motivating, just as influential for your business and making it right in 2026.

00:05:53.519 --> 00:05:59.199
I want to just restate here that the reason we built this podcast was to help you.

00:05:59.279 --> 00:06:01.360
And the reason for these webinars is to help you.

00:06:01.519 --> 00:06:05.040
So the more you show up for it, the more we're gonna continue to show up for it.

00:06:05.120 --> 00:06:17.040
And there's so many ways that you guys already show up for us, but you can continue by showing up for this show, by leaving us feedback where you heard it first, whether that's by review, subscribing if you're on YouTube, all of that helps us.

00:06:17.199 --> 00:06:29.439
And so, what we're gonna do to repay that debt of you uh coming through and helping us back is to actually detail some of the key points of Joe's webinar and of my webinar simultaneously in a short show.

00:06:29.600 --> 00:06:36.800
Now, of course, we can't give you 180 minutes of value in just 10, 15 minutes here today, but I think we could highlight some main points, Joe.

00:06:36.959 --> 00:06:38.560
What do you say we get into that today?

00:06:38.800 --> 00:06:43.439
Yeah, like the thought of putting it all on is like trying to fit a king-size mattress into a tiny little Volkswagen.

00:06:43.519 --> 00:06:45.199
It's like you just nah, it's not gonna fit.

00:06:45.279 --> 00:06:46.800
You could try, but it's not gonna fit.

00:06:47.040 --> 00:06:48.879
Wait, are you talking Vandagon?

00:06:49.279 --> 00:06:50.399
I don't know what you're being.

00:06:51.680 --> 00:06:53.680
No, I was thinking the tiny little beetles, you know what I mean?

00:06:53.759 --> 00:06:54.480
Like little hatchback.

00:06:55.040 --> 00:06:56.560
Okay, you know, yeah.

00:06:56.720 --> 00:06:59.439
But you know, honestly, I'd love to talk about some options.

00:06:59.600 --> 00:07:02.720
You know, being able to figure out all the different secrets and the levers that we can talk about.

00:07:02.800 --> 00:07:04.000
So, where do you want to get started?

00:07:04.240 --> 00:07:04.480
All right.

00:07:04.639 --> 00:07:05.519
Well, I'll start with mine.

00:07:05.600 --> 00:07:06.959
I'll just recap it a little bit.

00:07:07.120 --> 00:07:14.000
So, how we set this webinar series up is you know, we're doing uh several of these things, and they're gonna keep going all year long.

00:07:14.079 --> 00:07:20.560
And anyone in the SLE Pro app has access to these and the replays, and that's literally all you have to do is sign up for that.

00:07:20.720 --> 00:07:25.439
You can do so at service loopelectrical.com forward slash pro-app.

00:07:25.759 --> 00:07:31.199
If you're not in the app already, that's where you can get a ton of free resources, including this info and the full replays.

00:07:31.279 --> 00:07:36.399
But for now, mine was focused on profitability and setting the strategy tone for 2026.

00:07:36.720 --> 00:07:39.040
And there's some really key areas for that.

00:07:39.279 --> 00:07:45.360
But number one was like, we need to do more for the clients we're already serving.

00:07:45.600 --> 00:07:58.399
And the best way we could actually do that was to refer you to Joe's webinar, and that's where we set up number two by selling more stuff, by having a greater relationship with every single person that you get to have a relationship with.

00:07:58.480 --> 00:08:01.519
And options, as Joe mentioned, were a key takeaway from that.

00:08:01.680 --> 00:08:03.199
So he'll cover some of that next.

00:08:03.279 --> 00:08:06.560
And some of the other pieces were as simple as like our next webinar.

00:08:06.720 --> 00:08:15.360
One of the key secrets to being profitable is actually hitting the capacity of your current team, and a capacity that even begins to overwhelm your team.

00:08:15.439 --> 00:08:16.959
So it signs you for growth.

00:08:17.120 --> 00:08:26.319
And of course, what we're talking about there is generating enough leads to serve that leads to more of what Joe's about to let you into, which is these big options.

00:08:26.399 --> 00:08:27.519
So I'll leave mine at that.

00:08:27.680 --> 00:08:29.839
You guys have heard enough about the profit workshop.

00:08:30.000 --> 00:08:31.040
You can get it on the app.

00:08:31.199 --> 00:08:39.679
Joe, what were some of the big takeaways for uh the 39 people or 40 people that stayed the 90 minutes with you, would you say on the workshop you just did?

00:08:39.919 --> 00:08:43.600
So to tie in exactly with what you said, I think they actually go hand in hand.

00:08:43.759 --> 00:08:48.000
You need to charge the right number in order for what I'm teaching to work.

00:08:48.159 --> 00:08:49.200
And that's why it's so important.

00:08:49.279 --> 00:08:52.960
And if anything wants to figure out their price, we have free price tools that can teach you what you need to do.

00:08:53.039 --> 00:08:54.080
But here's the logic.

00:08:54.240 --> 00:09:04.480
Once you've gotten your price figured out, you know you're profitable in what it's supposed to be, and you know you're set up for all the efficiencies, then we talk about how to set up more offers to your client.

00:09:04.639 --> 00:09:11.120
Because it's almost like the concept of you got to be able to go into a call expecting six different objections to land across your lap.

00:09:11.279 --> 00:09:15.519
And the best way of handling objections is actually to create options that solve them for you.

00:09:15.759 --> 00:09:26.399
So what we did is we discussed our method of six options, which is two premium choices for the high class, two mid-range for like the everyday person, and the two economy for like the most bottom barrel solutions you can do.

00:09:26.480 --> 00:09:35.919
And the reason being of why that was so impactful was because you could tailor to every type of archetype without having to guess or use like a disk profile of what this kind of person is.

00:09:36.080 --> 00:09:37.200
Because they could be bluffing.

00:09:37.360 --> 00:09:42.399
So, first is we talked about how to do the options, why they're impactful, and the reach they can provide.

00:09:42.559 --> 00:09:51.360
The second thing we got into was then going further and saying, all right, now that you understand why we're offering options, how can we show what level is likely to be taken?

00:09:51.519 --> 00:09:54.559
And we pulled a lot of math of, well, what's the sweet spot?

00:09:54.720 --> 00:09:55.840
What's likely to put?

00:09:56.000 --> 00:09:56.639
Why six?

00:09:56.799 --> 00:09:57.600
Why not three?

00:09:57.919 --> 00:10:00.000
Additionally, why do we go in the way we do?

00:10:00.080 --> 00:10:03.360
We price from the top down and present from the top down.

00:10:03.679 --> 00:10:04.720
Why would we do that?

00:10:04.960 --> 00:10:11.200
Well, the big takeaway comes down to you need your anchors, you need your platinum at the top to be like, this is the finest someone could take.

00:10:11.600 --> 00:10:16.080
But you also need the most bare minimum possible so they can look at this and say, you know what?

00:10:16.159 --> 00:10:17.519
I don't need to shop around.

00:10:17.759 --> 00:10:19.759
I've seen everything that you currently need.

00:10:19.919 --> 00:10:22.480
And you're the only one who actually offered me these choices anyway.

00:10:22.960 --> 00:10:25.039
So that's the first thing that comes off mind.

00:10:25.120 --> 00:10:27.039
Anything I should be digging into before I continue on?

00:10:27.279 --> 00:10:28.320
No, I don't think so, man.

00:10:28.559 --> 00:10:28.799
Keep going.

00:10:29.120 --> 00:10:29.840
Sweet deal.

00:10:30.159 --> 00:10:49.840
Then it came down to not only does objections be solved by having the options in that you can handle them as they come up, but we actually taught how you can handle additional objections, such as the email it over, the breakdown your price, and all those common ones, like what's your hourly rate?

00:10:50.000 --> 00:11:06.720
All those come down by being able to position your options as a service you're providing in a turnkey package, rather than saying, if you were to break everything down a la carte and you call me for each individual task individually, each task adds up to a total package larger than what I'm actually quoting you.

00:11:06.879 --> 00:11:31.120
So by me focusing on the efficiencies, why I've custom designed them the way I do, and also the specific handles you can use when those objections come up, shows that not only will you become more profitable in your average ticket going up, not only will your close ratio go up by presenting it, but the easier technicians will have by now them not being worried about the objections that naturally do come up, they're not worried that's going to phase them.

00:11:31.279 --> 00:11:36.159
Meaning you have a more confident, more successful, and more efficient sales team or service team.

00:11:36.399 --> 00:11:39.840
And we break down exactly how in the in the physical webinar of it.

00:11:40.159 --> 00:11:40.639
Love it.

00:11:40.879 --> 00:11:54.639
What do you see as like the biggest thing that gets in the way of an electrician adopting any options framework and why they'll continue to just keep going out like chucking a truck and throwing one or maybe a price and a half around?

00:11:54.799 --> 00:11:56.240
You know what I mean by that, right?

00:11:56.320 --> 00:12:03.759
Like, oh, here's one uh with an upgraded light, here's one with an upgraded fixture, that kind of option and a half framework.

00:12:03.919 --> 00:12:04.080
Yeah.

00:12:04.240 --> 00:12:05.279
So there's a couple things.

00:12:05.360 --> 00:12:09.519
There's emotional, there's intellectual, and then there's what we consider the realistic, right?

00:12:09.759 --> 00:12:12.240
Or the mental of realism.

00:12:12.399 --> 00:12:13.840
So here's the first thing.

00:12:14.159 --> 00:12:24.399
If you believe that offering options is salesy and you don't look into more of the research that proves that it's not, you're going to naturally feel adversion in offering choices.

00:12:24.559 --> 00:12:26.399
Because most electricians don't like salespeople.

00:12:26.480 --> 00:12:27.679
They don't like the concept of sales.

00:12:27.759 --> 00:12:31.679
They see it as something they're doing to someone rather than something they're doing for someone.

00:12:31.840 --> 00:12:42.240
So the first logic is if you don't believe that offering options is actually helping your customer and that it's not just being pushy, naturally, there are some people who operate on ethics that's like, you know what?

00:12:42.399 --> 00:12:43.039
I don't want to do it.

00:12:43.120 --> 00:12:44.159
I don't want to cross that line.

00:12:44.399 --> 00:12:56.080
The second really comes down to is what they've learned from experience, meaning they were trained in car sales in the 70s, or they were taught good, better, best and present from the cheapest up.

00:12:56.480 --> 00:12:57.840
We're doing it completely the opposite.

00:12:58.000 --> 00:13:00.080
We're doing six and going from the top down.

00:13:00.320 --> 00:13:03.279
So someone may be like, I'm not willing to change.

00:13:03.679 --> 00:13:12.320
The fear of change, even positive change, can be scarier than doing just continuing what I'm doing, even if I know it's the wrong way.

00:13:12.399 --> 00:13:16.799
Because there's this fear of if I do something different, I'll lose the customers I have.

00:13:16.960 --> 00:13:18.240
And that's actually not the case.

00:13:18.480 --> 00:13:37.440
Because if you think about it, if your close ratio goes up and your average ticket goes up, you can lose customers and come out more profitable, meaning you can serve less people, but with a higher level of service, so much so that they willingly take higher options and thank you for it, which allows you to create a better base.

00:13:38.159 --> 00:13:41.200
Meaning that now customers actually want to invest with you willingly.

00:13:41.360 --> 00:13:44.799
And then the third really comes down to the conditioning of what they saw.

00:13:44.960 --> 00:13:47.360
And mean I mean like your own personal experience.

00:13:47.519 --> 00:13:52.559
If you grew up not having a lot of means, like I remember growing up in certain things, they didn't work in the house.

00:13:52.799 --> 00:13:55.200
And you know, my parents did the best they could, and no shame to them.

00:13:55.360 --> 00:14:10.559
But if you grow up being taught that a deal is what you look for, or you need to find a guy, you can't go for the company, then you trying to be what you were taught was the wrong thing can be really disheartening for certain people.

00:14:10.879 --> 00:14:15.840
So it not only takes an emotional shift and saying, you know what, I'm doing this to help people.

00:14:16.159 --> 00:14:24.080
Two, it's getting past the fear of I'm not worried about losing people because I know if I do this the right way, more people will thank me than they will hate me.

00:14:24.320 --> 00:14:32.960
And the last is combating your personal experiences and saying, yeah, that was my lens growing up, but should I force that lens on everyone else I meet?

00:14:33.279 --> 00:14:34.480
I love that last one.

00:14:34.639 --> 00:14:37.759
Yeah, yeah, the lens, the lens that we bring with us.

00:14:37.840 --> 00:14:40.799
And I've heard you say this, and I think you even mentioned it in the webinar.

00:14:40.960 --> 00:14:42.080
I was in attendance too.

00:14:42.159 --> 00:14:46.159
So I guess you could dock one, but you did keep me the full 90 minutes.

00:14:46.480 --> 00:14:53.519
You mentioned how uh the objection we bring is the objection we get and kind of set up another session for that and another webinar.

00:14:53.919 --> 00:14:54.879
What did you mean by that?

00:14:55.039 --> 00:14:57.440
The objection we bring is the objection we get.

00:14:57.840 --> 00:15:04.000
So let's say that you have your own personal bias to something in that um, okay, great.

00:15:04.159 --> 00:15:05.679
We'll talk about the email objection.

00:15:05.840 --> 00:15:09.759
The reason being is because yes, most people are terrified of the email or objection.

00:15:09.840 --> 00:15:13.279
They're like, I don't know how to get past it, I end up doing all this work and it's a waste.

00:15:13.440 --> 00:15:16.559
Okay, why is that objection stumping so many people?

00:15:16.720 --> 00:15:22.559
It's because they personally believe that's how they would operate in the exact same situation.

00:15:22.720 --> 00:15:27.679
So when the customer brings that to the table and they're like, oh, well, I would do the exact same thing, that makes sense.

00:15:27.840 --> 00:15:28.399
Let me push it.

00:15:28.559 --> 00:15:36.399
When instead, options actually changes how you respond to the question by allowing yourself to say, Well, I'm happy to help you with that.

00:15:36.559 --> 00:15:38.879
Which of these options do you want me to send over?

00:15:39.039 --> 00:15:45.279
So you're still in a position of helping someone while also narrowing the focus to get clarity on what would really help them.

00:15:45.840 --> 00:15:49.200
And that same thing applies to so many other options.

00:15:49.360 --> 00:16:01.200
If you personally believe the objection that's being presented to you and you identify with it, you'll fold because you don't have the mental or emotional fortitude to change something you already identify with.

00:16:01.519 --> 00:16:03.679
You just created an aha moment for me.

00:16:03.919 --> 00:16:13.120
You know how we've practiced and addressed when you first get to an opportunity call, an estimate, and someone says, Well, just so you know, Joe, I'm looking for multiple quotes.

00:16:13.679 --> 00:16:14.480
I love that one.

00:16:14.720 --> 00:16:19.039
Tying that back to options, it's almost like, hey, I wouldn't expect any less.

00:16:19.120 --> 00:16:20.399
I encourage multiple quotes.

00:16:20.559 --> 00:16:25.279
In fact, I'm even going to give you multiple quotes today, multiple options to choose from.

00:16:25.440 --> 00:16:27.360
Have you ever bridged that gap before?

00:16:27.679 --> 00:16:31.440
Yes, but I've changed one word, and that is the word today.

00:16:31.600 --> 00:16:39.919
The reason being is because I feel that if scarcity is goes up, they stop thinking about how much it's gonna cost and start thinking of can he do it?

00:16:40.000 --> 00:16:42.960
And I want them to be in that mindset until the numbers are revealed.

00:16:43.039 --> 00:16:43.679
But yes, you're right.

00:16:43.759 --> 00:16:47.360
That's a great introduction to it because someone's gonna say, actually, there's a step before it.

00:16:47.440 --> 00:16:49.200
If do you mind if I touch on that if that's if that's okay?

00:16:49.360 --> 00:16:50.000
No, that's it.

00:16:50.720 --> 00:16:55.120
So someone approaches you at the door and they say, hey, just so you know, I'm gonna be getting multiple estimates.

00:16:55.279 --> 00:16:57.840
The first response was, Well, thank you so much for the communication.

00:16:57.919 --> 00:16:59.519
I really appreciate you being so transparent.

00:16:59.600 --> 00:17:01.759
But just so we're on the same page, I haven't even stepped in.

00:17:01.840 --> 00:17:04.000
Why do you feel it's important to communicate that to me now?

00:17:04.240 --> 00:17:06.400
Now I get the emotional reason out.

00:17:06.559 --> 00:17:09.920
And then if they actually have a legitimate reason, be like, well, that's wonderful.

00:17:10.000 --> 00:17:22.079
And I actually encourage you to do so because what we're gonna do and what makes us so unique is that we provide a complete menu from the best you could possibly have, which is complete dirt and key, where you do nothing, all the way to the bottom where I'll hand you a shovel and you can work with us.

00:17:22.160 --> 00:17:24.079
And you choose whatever you think is best for you and your budget.

00:17:24.240 --> 00:17:25.599
If I were to do that, what would happen then?

00:17:25.759 --> 00:17:27.440
And then we get the conversation rolling again.

00:17:27.599 --> 00:17:28.559
Yeah, I love it.

00:17:28.720 --> 00:17:32.480
I'm always interested, as you know, I'm a bit of a psychology nerd.

00:17:32.640 --> 00:17:40.160
I'm always interested in why we get so awkward or feel awkward in that space and won't call attention to that comment that just came forward.

00:17:40.480 --> 00:17:50.720
It's like a blinder's mentality because if you don't know how to address something, sometimes it's easier to say nothing because you don't know what to say.

00:17:50.880 --> 00:17:51.599
You know what I mean?

00:17:51.680 --> 00:17:55.920
Like it's the information hits you, you hear it, but you have no idea how to process it.

00:17:56.079 --> 00:18:02.160
So you take a statement that you have in your head and say, this is what I think they meant in the best possible scenario.

00:18:02.400 --> 00:18:05.920
I'm gonna just skip over it and assume they meant it in my best interest.

00:18:06.079 --> 00:18:09.039
When really it's sometimes they don't know why they're asking either.

00:18:09.200 --> 00:18:14.640
Sometimes they've been told, I need to tell the contract at the door I'm getting multiple estimates, and they've got no one else lined up.

00:18:14.799 --> 00:18:15.119
Why?

00:18:15.279 --> 00:18:16.960
Because I don't want them giving me too high of a price.

00:18:17.039 --> 00:18:18.000
I want to keep them competitive.

00:18:18.079 --> 00:18:20.559
So when you ask, well, why do you feel it's important to let me know that?

00:18:20.720 --> 00:18:25.680
They'll sometimes pause and be like, uh I don't want to pay a lot for this.

00:18:25.920 --> 00:18:28.400
Okay, have I given you the impression you're gonna have to pay a lot for this?

00:18:28.480 --> 00:18:29.759
I mean, I haven't even stepped in.

00:18:29.920 --> 00:18:31.680
You should we type, should we time this out here?

00:18:31.839 --> 00:18:33.200
Or do you guys like me to come in?

00:18:33.279 --> 00:18:35.519
And then we can transition and take control of the call.

00:18:35.599 --> 00:18:37.039
It's just like Arnold Palmer said.

00:18:37.200 --> 00:18:40.079
If you don't, if you didn't bring it with you, you're not gonna find it here.

00:18:40.240 --> 00:18:45.119
That's why the rehearsal, the role play, the repetition, and developing muscle memory is great.

00:18:45.200 --> 00:18:52.319
Because when you're hit with something that seems like it's coming in a left field, you've drilled for it so many times, you just switch gears and you're like, okay, let's handle this now.

00:18:53.200 --> 00:18:54.559
Let me ask you a direct question.

00:18:54.640 --> 00:18:58.400
This feels exactly relative, pinpoint on this whole conversation.

00:18:58.640 --> 00:19:10.400
Based on we started talking about pricing and profitability and making 2026 your best year, we let into selling more and building deeper relationships by handling these objections with more options, more choice.

00:19:10.559 --> 00:19:14.960
So the element of control is to them while we actually have more control over the outcome.

00:19:15.519 --> 00:19:17.119
That's fair to say very much so.

00:19:17.440 --> 00:19:33.680
Do you think in 2026 there's a version of electric service where someone can get their price right, charge what they need to charge based on their own expenses and investments in their business, and not provide options and succeed at this game?

00:19:34.240 --> 00:19:38.000
I mean, when you say is it possible, I take that literally.

00:19:38.240 --> 00:19:41.759
And it means improbable, is what I'd like to say.

00:19:42.000 --> 00:19:42.799
And here's why.

00:19:43.119 --> 00:19:48.319
Today's day in industry, the average customer is different than they were 10 years ago.

00:19:48.640 --> 00:20:02.720
They're more informed, they have better articulation of what they want, they have AI assisting them in the information gathering process, there's more scrutiny and reviews, and you need to be something different than everyone else.

00:20:03.200 --> 00:20:12.240
Because realistically, if you're put side by side with everyone, and all you have to say is, well, we're licensed and insured and do good work, that's what it says on everyone else's van.

00:20:12.400 --> 00:20:15.359
And the AI is going to be able to pick that up just as easily as your customer would.

00:20:16.160 --> 00:20:20.559
So you need to be able to serve them differently and at a higher level in order to stand out.

00:20:20.799 --> 00:20:28.319
And I found the best way to serve is to listen to them, hear what they're trying to say, and find the emotional reasons why they're saying it.

00:20:28.480 --> 00:20:32.559
And then if you understand that, it becomes easy to offer options.

00:20:33.039 --> 00:20:38.480
Because you can say, Well, I know you were mentioning this was important to you, but obviously not in the near future.

00:20:38.640 --> 00:20:42.720
But at the very least, if you're going to take this on, I want to at least give you the option to explore it.

00:20:42.880 --> 00:20:48.960
We have options even lower than what you actually asked for, but because you specifically mentioned that concern, I just wanted you to at least hear about it.

00:20:49.119 --> 00:20:50.960
Is it wrong of me to at least bring you up to speed?

00:20:51.119 --> 00:20:57.039
And now me offering options is serving them in a different way than the competitor is.

00:20:57.200 --> 00:21:02.559
They feel heard and they can identify with whatever choice fits best to them and their needs.

00:21:02.960 --> 00:21:05.119
You just reminded me of another episode.

00:21:05.200 --> 00:21:06.160
It's been a while since.

00:21:06.400 --> 00:21:09.200
Might have been episode 87 or 137.

00:21:09.279 --> 00:21:15.839
It's somewhere in there, but it was basically titled, I know you'll remember this one, How the Why Tells Us What to Offer.

00:21:16.720 --> 00:21:17.200
Exactly.

00:21:17.440 --> 00:21:20.640
Is that what you mean by understanding their emotional reasoning behind it?

00:21:20.880 --> 00:21:23.279
Bingo, can I give you an example, like a practical example?

00:21:23.359 --> 00:21:23.519
Yeah.

00:21:23.759 --> 00:21:27.920
Let's take the call that the average electrician gets heartburn over, right?

00:21:28.079 --> 00:21:32.319
I get on my work order and I see the customer wants a ring doorbell installed.

00:21:32.480 --> 00:21:34.240
And everyone's like, well, that's BS.

00:21:34.319 --> 00:21:37.839
There's competitors doing a$50 install, not worth my time.

00:21:38.160 --> 00:21:38.480
Pass.

00:21:38.880 --> 00:21:40.319
I actually like those calls.

00:21:40.400 --> 00:21:41.599
And here's why.

00:21:41.920 --> 00:21:44.160
Why does someone want a ring doorbell?

00:21:44.319 --> 00:21:53.119
It's either given to them by their grandson or it's given to by a sibling or by a child, or someone in the family usually is the one who gave it to them.

00:21:53.279 --> 00:21:54.640
But let's pull on that rope.

00:21:54.799 --> 00:21:57.200
Why do they feel it's important for that person to have it?

00:21:57.519 --> 00:21:59.759
Oftentimes, it's because the home actually.

00:22:00.160 --> 00:22:01.039
Actually isn't secure.

00:22:01.200 --> 00:22:09.200
There were either recent break-ins that happened, or crime has gone up due to a lower economy, or the person's getting elderly, or a spouse has passed.

00:22:09.359 --> 00:22:22.319
So if that's the case, wouldn't it be just as applicable to say, well, we have the garage door that's a break entry point, we have the back door, which is a break entry point, and we have all the big windows on the sec bottom floor here.

00:22:22.559 --> 00:22:31.200
Wouldn't it be equally important to make sure those entrances are practically secured, especially since stats say the number one source of break-ins is from the back door?

00:22:31.440 --> 00:22:38.400
So I go to that call and say, well, now that we know why you want it, we're going to offer a range of packages of security enhancements.

00:22:38.559 --> 00:22:49.680
With our top option being, well, let's put in multiple automated cameras so you have a 360-degree control of your perimeter, and they're all syncing to the same app, and they give you better lighting and quality as well.

00:22:49.839 --> 00:22:52.240
So you can solve the emotional need of being secure.

00:22:52.400 --> 00:22:57.839
We can put in fingerprint locks, we can put in keypad locks, we can go to the nines and get everything protected.

00:22:58.000 --> 00:23:00.319
They feel safer, their family feels safer.

00:23:00.400 --> 00:23:04.079
We walk in with a higher ticket and a customer who continually works with us in the future.

00:23:04.240 --> 00:23:08.559
Everyone wins on the worst call that the electrician says he's gonna have to go to.

00:23:08.880 --> 00:23:12.079
You just reminded me of another thing which made me smile.

00:23:12.400 --> 00:23:15.680
Just remember how special you are, my friend.

00:23:15.839 --> 00:23:27.200
I think at one point in an options class with a client somewhere, you were making options for and relevant to humidity, maybe with a card collector.

00:23:27.359 --> 00:23:27.680
Yep.

00:23:27.759 --> 00:23:27.920
Yep.

00:23:28.240 --> 00:23:29.200
Something very niche.

00:23:29.440 --> 00:23:29.839
I remember that.

00:23:30.079 --> 00:23:40.160
And uh just reminded me again with that example of how deep you love to go and learn the needs of these particular personalities so you can serve them at a higher level.

00:23:40.400 --> 00:23:42.000
I'm gonna do a nerd shout out here.

00:23:42.160 --> 00:23:44.319
I am a huge Magic the Gathering player.

00:23:44.400 --> 00:23:46.240
Uh, I play competitively and I love it.

00:23:46.400 --> 00:23:49.440
So learning cards was just natural to who I am.

00:23:49.599 --> 00:23:55.519
And you find that certain valued cards respond differently to higher or lower humidities.

00:23:55.599 --> 00:24:03.039
And as a result, if you want to keep the value of one, wouldn't it make sense to have in the game room a humid stack control with a ventilation system?

00:24:03.200 --> 00:24:17.599
So if you know the thing that your client is specialized or enjoying or really identifies with, and you could present an option that gets them more enjoyment out of it, more security out of, and a higher investment long term, you offering it becomes the hero.

00:24:17.920 --> 00:24:22.559
So yeah, my nerdy hobbies can actually maybe provide some value every now and then.

00:24:22.960 --> 00:24:30.160
Well, I don't even play magic, and still when I hear it, it puts a smile to my face and it makes me inclined to ask more.

00:24:30.240 --> 00:24:32.640
So uh, you, sir, are truly a professional.

00:24:32.720 --> 00:24:34.799
Let me ask you a personal opinion question.

00:24:34.960 --> 00:24:38.799
Of course, it's going to be biased, but do your best to be unbiased with this, Joe.

00:24:38.960 --> 00:24:41.599
You put on this webinar, replay is available.

00:24:41.759 --> 00:24:44.559
You know the value stack of these webinars coming out.

00:24:44.720 --> 00:24:55.440
You also mentioned how you've done uh seven years back to back of the same fundamentals training with uh a key trainer provider in this marketplace for all trades.

00:24:55.759 --> 00:25:06.480
That said, not going to ask for a direct comparison, but if you had the option to attend these webinars that we put on as a service electrician, if you were still in the van, would you have attended this thing?

00:25:06.799 --> 00:25:15.759
So just so I understand it, you're saying if I was an electrician that did not previously receive sales training, would I still come and get value from this webinar?

00:25:16.000 --> 00:25:16.960
Heck, you know what?

00:25:17.119 --> 00:25:19.839
Would you come to this seven times straight, even?

00:25:20.000 --> 00:25:23.680
Let me ask it that way, just like you did the fundamental trainings you used to attend.

00:25:23.920 --> 00:25:28.000
It's hard to be unbiased because I've seen both on my side.

00:25:28.160 --> 00:25:30.000
But this is the best I think I can do.

00:25:30.319 --> 00:25:35.759
When you really want to excel at something, you learn it best when you start teaching it.

00:25:36.000 --> 00:25:50.720
And the thing that really was a common theme throughout that webinar was it spoke to the real reasons why people don't want to do options based on their own limiting beliefs and getting reaffirmed of why and really calling it out.

00:25:50.880 --> 00:25:55.200
Like you're not offering them not because the customer doesn't want it, because they never said that.

00:25:55.359 --> 00:25:59.599
You're not offering it because you're worried about coming across as a salesperson losing the job.

00:25:59.839 --> 00:26:04.640
And really just sitting in that and being like, it is MION BS.

00:26:04.799 --> 00:26:05.440
It is me.

00:26:05.599 --> 00:26:08.240
I got to do things differently if I'm gonna change this company.

00:26:08.480 --> 00:26:21.359
I think just that section alone will be worth the relisten to and to have continually played in the van because too often we get exposed to different objections from our clients enough times that you start to identify with them.

00:26:21.519 --> 00:26:26.319
You know, you have a big price increase and you keep hearing you're expensive, you're expensive, you're expensive, you're expensive.

00:26:26.480 --> 00:26:32.240
And if you don't know how to change or imposition that, eventually you're gonna start repeating your head, we're expensive, we're expensive, we're expensive.

00:26:32.319 --> 00:26:35.119
And it's gonna affect how you present those higher tier options.

00:26:35.279 --> 00:26:37.599
But if you can really focus and say, you know what?

00:26:37.759 --> 00:26:39.759
I know who I'm trying to work with.

00:26:39.920 --> 00:26:44.240
And I know that when I work with that person, I'll serve them at such a level where I'm locking them in for life.

00:26:44.400 --> 00:26:49.440
So maybe it's less yeses, but when they do say yes, it's a massive boom.

00:26:49.599 --> 00:26:56.079
I'm willing to take that and repeat it because I think that would be a massive unlock for a lot of electricians and just service providers as a whole.

00:26:56.240 --> 00:26:58.799
But once again, it's my own podcast, it's my own thing.

00:26:58.880 --> 00:27:01.039
So it's kind of hard to be unbiased, you know?

00:27:01.920 --> 00:27:03.039
Let me do it this way.

00:27:03.200 --> 00:27:04.240
Let's ask one more.

00:27:04.400 --> 00:27:09.920
How many years did it take you in electrical service to get to your first million dollar service van year?

00:27:10.160 --> 00:27:16.240
I think that was, let's see, so 14, 15, 16, 17, 18, six years, I believe it was.

00:27:16.400 --> 00:27:26.400
And the reason being was because I was learning from an HVAC coach, from a plumbing coach, from a car sales, from archaic car sales like Zig Zig Ziggler and all that.

00:27:26.480 --> 00:27:32.400
And I was trying lots of different things and trying to put things in front of customers while I was learning them.

00:27:32.559 --> 00:27:34.480
That's what I think took so long.

00:27:34.640 --> 00:27:43.599
Because the concept of sales, like I knew that I needed to do it, but I didn't know how and what from what styles and what from which coaches actually did work.

00:27:44.000 --> 00:27:48.640
Which is why I love the process we teach, because I already did the brunt work for you guys.

00:27:48.799 --> 00:27:54.720
We already, I already got the nose in my face and the door is closed because I did the wrong technique at the wrong time.

00:27:54.960 --> 00:28:07.440
So, what I honestly consider is a blessing in being able to put good into the world is that I can hand you something that I know worked because I did it and it did work, and I tried what didn't work and can already rule it out.

00:28:07.599 --> 00:28:08.400
Does that make sense?

00:28:08.640 --> 00:28:09.119
It does.

00:28:09.279 --> 00:28:11.279
So, final question for you, Joe, today.

00:28:11.440 --> 00:28:16.960
Since the focus has been on you, would it still take you six years today, or how long do you think you could do it in now?

00:28:17.279 --> 00:28:21.359
If you had this training starting over, doing it all over again.

00:28:21.920 --> 00:28:24.160
If I was conservative, I'd say two years.

00:28:24.319 --> 00:28:25.200
And here's why.

00:28:25.359 --> 00:28:28.400
Because with the training, it covers three separate aspects.

00:28:28.720 --> 00:28:31.759
My biggest problem was not being priced right originally.

00:28:31.920 --> 00:28:36.720
Even if we were closing jobs, we weren't profitable because we were charging what we thought people would be willing to pay.

00:28:36.880 --> 00:28:40.720
So the first part of the training and like in our intro courses is get your price right, right?

00:28:41.039 --> 00:28:44.000