S3 EP32 | More To Give #01 | Electricians don't lose on price, they lose by doing THIS!

Most electricians don't lose money because they're bad at what they do. They lose money because they only listen to what the customer says, but not why they're saying it. And that mistake is costing you thousands on the jobs you're already running because the job is almost never the real reason why they called you. And I can prove it. I'm going to show you how one small generator call is going to become a completely different conversation when you understand the reason that the customer actually called and what they actually care about. This has nothing to do with selling harder. This is about actually understanding people better. Everything I'm about to show you is going to follow one simple structure: what they care about, the result they want, the way you can solve it, and the options they can choose.

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.

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 service band.

Now it's time for sales. It's time for scale. It's time to become a million-dollar electrician.

So let's drink into the customer situation so we can have a better context. The customer's name is John. On the work order or on the lead notes, it says that he wants to have an interlock and an inlet installed. Now, most lecturers who look at it and say it's a pretty small situation. Let's get into a little bit more of the reason why. Now, John says that he's a traveling business person and he has a wife and two daughters. And the concern that he has is that he wants to make sure that they can have power, because they do lose power pretty regularly with the storms and the area that they're in. And he wants to make sure at the very least that they're taken care of while he's away. That doesn't seem like a whole big project when you think about just the scope of interlock inlet. But when you start to understand a little more of the emotional concern that's attached to it, you can really start to kind of pull on this rope to understand the why it's going to matter so much to him. The request of just the interlock inlet is almost lecturers since here. But that's not what John's buying, and it's definitely not what he cares about. So here's where most electricans go wrong. They sell the request instead of understanding the reason behind it. Now, here's why it actually matters. John travels for work. His wife Melanie and his two daughters are at home alone. He's not buying a generator, and he's not buying an interlock. He's trying to buy peace of mind. The generator's not the value, neither is any of the infrastructure attached to it. The safety of his family is. Because think about it. No one wakes up in the middle of the like, think when was the last time you did this? Where you just wake up, it's like, you know what? I haven't spent enough money on my electrical system recently. And you know, obviously I've got such a plush or of cash. Let me just let me call an electrician and see if I can get something I don't really care about in. Like, think about that. Would anyone actually do that? Of course not. This is what they do care about. They care about the safety, the security, the protection, and not being there when something actually is gonna go wrong. So think about it. Like, as a perspective of a father and a husband, when the power goes out, he's not worried about the electricity. He's worried about his family. And if you miss that, you stay small and you stay with the request. The request is what they say, but the concern is what they feel. And if you stay at the request, you're a commodity because you're really gonna stay at the bottom framework of what the customers ask for. But when you understand the concern, you become the trusted expert. Electricians solve electrical problems, but professionals solve emotional problems. When you only quote the request, you limit the value of the job because you're stuck in this little box of like, oh, he wants an inlet, he wants it, that's all that's all he wants. So, how much could I possibly offer without being pushy? So you yourself are limiting the value of the job. And when the value is low, just like we would do with any person who comes to our home, price becomes the only thing that's left. That's why you're getting undercut. You're not losing on the price, you're losing on the understanding. And that's where all this really either falls apart or comes together. If you want to learn more about what are the right questions to ask, when to ask them and how to ask them, there are really these deeper emotional concerns, because customers aren't always wearing them on their sleeves. I'm happy to help you with that. All you gotta do is comment process below, and we'll connect you with our step-by-step guide on how to do the loop method, the system that we designed to help make this a thousand times easier for you, serve your customer at a higher level, not only increase your average ticket, but have the customers thanking you for it because you're actually serving them at the highest level. So if the real opportunity isn't the generator, then what is it? It's building solutions that actually matter to the homeowner. We're not just installing more equipment or throwing more parts at something. What we're looking to do is create different outcomes. And each option that we make should solve more and more of the real concerns, not just throw more parts or add more things to it. So, what I'm gonna do is I'm gonna describe the situation. I'll describe the customer, I'll describe the home, that way we have a better understanding of what we're gonna do or why we're gonna do it. And then what I'll do is I'll actually build the options here with you. I'll explain how we got there and why we're structuring the way they are so it all makes sense and you can actually replicate this same day today. Now, the customer's name is John. He requested the installation of an interlock and an inlet for a future portable generator that he wants. Now, as you really dig into it, he doesn't really lose power all that often, but he does occasionally. And the main reason he wants this addressed is because his wife Melanie and their two young daughters, he wants them to be safe because he's a traveling business person and he doesn't want them being in a situation where he's gone and they have a power outage while he's away. The main electrical system where the main panel is is on the exact opposite side of the home of where the generator would be stored. So on one side of the home, there's the garage where the generator ideally would be stored because it doesn't have the shed or anything like that. And the inlet, if you were just going to the most basic way, would be all the way on the opposite side. Ideally, we're going to start explaining why that's a concern, but let's get more into the physical product itself. The main electrical infrastructure is a new and reliable shape. It's not an old home, it's for the most part intact. Decent panel, nothing really terrible. Now, there's no home electronics protection, meaning there's no surge protection present. And for the most part, everything looks pretty much straight cut and dry if you just focused on the minimum thing, right? Like I'm just gonna include a panel, and on the opposite side of the panel, I'm gonna have the in uh the inlet, and I'll just connect the interlock between the two and done. That's what the average electrician would do. Now, as you see me shift over to this screen over here, you're gonna see why I'm gonna change things differently. Right now, we have platinum, gold, silver, bronze, economy basic. That's actually six different options. Now, don't crucify me right away. Let me explain why we would do that. Obviously, there are some people who like to get the most minimal thing solved. There's others who say, you know what, I don't want the bare minimum of the cheapest. Maybe I want to go more mid-range. I want to have, you know, something of good quality, but I don't want any bells and whistles or anything additional. And then there's others who are like, I want the most turnkey and the most permanent premium possible. But you don't know who that homeowner is going to be. Like, how would you? I mean, I've gone to Megan McMansions and found out that they go basic because that house and all the cars is just debt. They've completely leveraged themselves. Or maybe they are just that cheap. I've also gone to like trailer park communities and no disrespect to the demographic, phenomenal people, but I've also gone to like really what seems like bad areas, and they go ultra platinum because, for all we know, they're actually really well off. They just don't want to have any debt. We don't know how someone's gonna buy something. We don't know what matters to them, especially when it comes to quality, reliability, safety. So someone might say, you know, I'll go super cheap in the home I live, but when it comes to taking care of something that really matters to me, like safety or reliability or you know, making sure my family's safe, they may go premium on this, but drive a really beat-down car. We don't know. So, what we do is we actually offer six different solutions. Now, what that means is you're gonna have two premium choices, two mid-range choices, and two economy choices. Now, why is this different than the three option setup? Three options, usually the old school way was good, better, best. I start with the cheapest, I work my way up. But that's not great either. Because then once you go super low, everything at a certain point above it seems like it's just an add-on. We don't want to set it up that way. Plus, it also limits the ceiling where you can get to. Because if you say I can do the bare minimum 500 bucks, but a better way is 5,000, you've got to work your way up to that, and that's not easy to do. Now, the more modern three options is I'll do best, better, good, and I'll start from the top, work my way down from it. That's more effective, but it really does cause a problem. Because remember how we talked about the three buyer demographics, premium, mid-range, and economy? If I'm an economy buyer and you only give me one economy choice, do I have actually two other options? Not really. Or if I'm a premium buyer and that's how I like doing things, do I really have two other options? I don't. So you're left with one option you actually want, thus leaving a take it or leave it, and then they need to compare you or think it over or mull it over, or sleep on her, or you know, pray about it, or talk to my cat. Like that's where they end up getting the issue because they only see one choice. But if you do two premium, two mid-range and two economy, now no matter what demographic or archetype they are, they have two choices per level, and they're able to scale them in a closer way. So maybe a mid-range buyer might see value in the gold, or an economy buyer might see value in the bronze, or they may just say, you know what, I just stick with these two three archetypes, and I at least have two choices apiece. Meaning it's this one or that one, but at the end of the day, they're still choosing you, which is a win. Listen, if you only quote what the customer asks you for, you're always going to end up being stuck on competing on price. But if you learn how to uncover what they actually care about, everything changes. In the full YouTube episode, I walk through the entire process step by step, including the exact six option structure we used to increase tickets while serving homeowners at the highest level. Go watch the full episode right now on YouTube. Links in the description.