May 28, 2025 ā¢ 21 mins
Destiny Marketing Solutions specializes in marketing for electricians. Trusted by electrical contractors across the U.S., we help electricians grow through digital marketingālocal SEO, local service ads, Google Ads, content, and automation.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Leonard Parker-1 (00:00):
Hey there, Leonard Parker here, founder of
(00:02):
Destiny Marketing Solutions,where we don't just generate
leads, we generate results.
Before we dive in today, ifyou've ever lost a job to a
cheaper competitor.
Hit that like button and let meknow in the comments.
Trust me, it happens to the bestof us.
Today, I'm going to share howsuccessful electrical
contractors earning$200,000 ormore per year are winning
(00:25):
premium jobs while racing to thebottom on price and stick around
to the end.
I've got an expert tip onpricing psychology.
That's been a game changer formy electrical clients.
Here's the painful truth.
When customers can't tell thedifference between you and five
other electricians, they'llalmost always default to the
(00:47):
cheapest quote.
This kills me because I knowyou're not losing on price,
you're losing on perceivedvalue.
Think about it.
Customers comparison, shop onprice when there's no clear
value difference.
When your messaging sounds likeevery other electrician in town,
licensed, bonded, professionalservice, you become
(01:07):
interchangeable with the guidecharging half your rate.
Being great at your craft simplyisn't enough anymore.
You have to communicate thatvalue clearly or watch as
customers fall back on a onlydifferentiator, they can see
costs.
If you're nodding your headright now, you already know.
Competing on price is adangerous game that few
(01:29):
electrical contractors can win.
Long term, those low margin jobsabsolutely drain your time,
energy, and team morale.
And here's something I'm learn.
I've learned from working withhundreds of contractors.
The clients who haggle hardestoften demand the most and refer
the least When you're rushedfrom job to job, trying to make
(01:50):
the numbers work on razor Dmargins.
That's when mistakes happen.
That leads to callbacks, rework,and those dreaded negative
reviews that cost you far morethan that discount ever saved
the customer and the realkiller.
The more you discount today, theharder it becomes to raise your
rates tomorrow.
(02:11):
The painful reality is thatcompeting on price keeps you
busy, but not profitable.
Any of you finding that yourschedule is full, but your bank
account isn't drop a That's mein the comments.
So how do we fix this?
First, we need to shift theconversation from what your
(02:32):
service costs to what it'sworth.
Smart homeowners and businessowners don't actually want
cheap.
They want certainty and results.
They want to know theirelectrical problems will be
solved correctly, safely, andpermanently.
Start highlighting the lifetimeor long-term value in your
(02:52):
messaging.
Better parts, maybe betterquality parts, cleaner
installations, fewer callbacks.
Sale outcomes like safety,reliability, and peace of mind.
Not hourly rates or line items.
Use any before and after photosor stories to prove the return
on investment.
(03:13):
Show that, for example, panelboard upgrade you did, where you
organized all the wiring andproperly labeled everything.
That visual speaks volumes aboutyour attention to detail and
quality standards.
When you position yourself onROI rather than cost.
You attract customers whounderstand value isn't just
(03:33):
about the price tag.
Here's where many electriciansand electric service companies
miss a huge opportunity.
They wait until the proposalstage to communicate value, but
by then it's often too late.
Your value should be obviousfrom the very first touch point.
Feature your trust badges,insurance coverage and
(03:55):
certifications prominently onyour website and marketing
materials.
Showcase recent jobs with highquality photos and real client
quotes or testimonials abouttheir experience, not just the
work you did, but how it madethem feel a sense of relief.
Emphasize your process with awhat to expect section that
(04:16):
builds confidence and alwaysplace value oriented proof near
every call to action you wantanyone who's landing on your
website, you want them toconnect that, those
testimonials, those trust badgesand any certifications.
You want them to connect thatwith the next step, which is
(04:38):
contacting your team for a quoteor for a review of the project.
Remember this golden rule.
If you don't show the valuefirst price all they'll notice.
This is something I see everyday in my own work, but also
working with our electricianclients.
Those who make value obviousupfront, simply don't get as
(05:00):
many price objections as thosewho don't.
It's as simple as that.
And just to show you someexamples, I came across one
company, Hiller.
So let me zoom in here a bit soyou can see what's going on.
So I'm on hiller's homepage andthey've done a great job.
(05:22):
On providing proof, but alsothese different trust statements
and trust badges to build credcredibility right away, to build
trust right away, and tocommunicate the value of their
services right away.
So we scroll down here, you cansee the different promotions
that they're offering.
(05:43):
And we scroll down a bitfurther.
We see right here all of theirtrust badges.
So license and insured,professionally trained drug
testing and background checked.
And we also see they guarantee100% satisfaction.
And that's right here in thefirst paragraph.
I.
If we scroll further down,again, they're emphasizing that
(06:04):
100% satisfaction, guaranteedhappy, you'll B Order service is
free.
So that's their trademark, sodon't steal it.
If we scroll down further, theyhave a link that goes into more
detail about that guarantee.
So the homepage is meant to bequick hitting, so you provide
snippets, but if you wanted todrill down further about the
(06:27):
guarantee or what sets youapart.
Then you can link onto anotherpage on the website.
But I'll continue here on theirhomepage, they have their Happy
Hiller Club and we scroll downfurther.
We also see some of thenonprofit.
Causes that they support.
So maybe you're not supportingtransition to trades, but it is
a good idea to connect with acause that's very important in
(06:53):
you're passionate about.
So that can include somethingmore national focus or local
focus in your community.
But again, that's another way tobuild trust.
Scrolling down further.
We see some other things.
So care is our core value.
Family owned and operated since1990 and then true 24 7
(07:14):
emergency service.
And again, what they're doing isidentifying some of the common
pain points that customers.
And people who are searching forprofessional electrical services
might have, and then they'readdressing those pain points
right away here on theirhomepage.
So transparency, pricing, somaking sure that there are no
(07:37):
surprises, hidden fees there aretransparent, so there's no
surprises once the customer getsthe bill.
They also are offering some justbaseline pricing so that you
understand, and what they'vedone here is provide a nice
comparison between their pricingand the industry standard.
So I have some more informationabout pricing later on here in
(08:00):
the video.
Expert tip, but very importantthat you try to find a way to
incorporate that.
They have some things aboutcontent, and then if we scroll
all the way to the bottom, theyalso have other badges.
So they have done a great jobbefore someone even calls'em.
And really, before even someonegoes to another page on their
website, communicating thevalue, the unique value that
(08:22):
their team offers here on thehomepage.
And before I go back to thecontent.
It's very important to callthese things out on the homepage
because that's typically goingto be the most visited page on
your website.
So going back here to thecontent.
So next, shifting over topricing and that conversation
(08:44):
you're having with yourprospects.
Instead of the typical, here'swhat it costs approach.
Try asking questions like, isquality or speed more important
to you on this project?
This immediately shifts focusfrom price to your prospect's.
Priorities offer two to threedifferent options to move away
from a yes or no decision.
(09:06):
When a customer has choicesbetween good, better, and best
solutions, they start comparing.
Your options to each otherrather than comparing you to
your competitors.
Don't shy away from discussingthe risk of low cost work and
you likely know some of theother maybe lower cost
(09:26):
competitors in your area.
Think about, complaints you'veheard about their work and why
low cost doesn't always mean thebest for the customer.
So some of the risk of low costwork may be.
Code violations, fire hazards,safety hazards, failed
inspections.
And when you're having thisconversation, always highlight
(09:49):
what they don't get with acheaper quote.
Because what's missing is oftenmore persuasive than what's
included.
The key insight here, properframing creates the space to
talk value before you evermention price.
Now let's get tactical.
One of the most effectivepricing strategies I've
(10:10):
implemented with our electricianclients is package based
pricing.
So of course this is gonna work.
Best with any maintenanceservices, but it also might be
applicable if it's a one-timeservice.
So you can bundle your mostcommon services, for example,
into outcome focus offers.
(10:32):
So instead of just saying panelupgrade for$2,500.
You can create a home safety andpower package that includes the
panel upgrade plus an electricalsafety inspection, and surge
protection.
You can create tiers with nameslike.
Basic priority and performanceto anchor different price
points.
Remember that part about anchor'cause I'll get into that here
(10:53):
later.
The way you name and displaythese packages visually makes a
huge difference in which onecustomers select.
Then add bonus items orguarantees to elevate perceived
value without significantlyincreasing your cost.
So things you can include mightbe extended warranties, priority
(11:14):
scheduling, or free annualsafety checks.
They cost you little, but mean alot to customers.
Packages help clients understandwhat they're really buying, not
just what it costs.
They're focusing on what theyget, not what they're spending.
Mindy, in one of our earliervideos I discussed the
(11:35):
importance of being the guide,the mentor.
To your customer.
Your customer is the hero oftheir story.
Whether it's they wanna maketheir home or business safer, or
if they're looking to be on thecutting edge of new ev charging
technology with their ev their,the electric vehicle you are
(11:56):
positioned to be the guide tohelp them get there.
And one way you can do this isby educating before you even get
to the pricing conversation.
So here's a counterintuitiveapproach that works wonders,
educate your prospects Beforeyou even quote them a price.
Send videos or checklistsexplaining how your process
(12:18):
works.
Use blog posts or landing pagesto answer common pre-sale
questions before they're evenasked if you're able to automate
this.
So perhaps you have a sequencethat you send a link out.
Once they express interest,maybe it's a About Us video or
why Choose Us video.
You're already doing somethingdifferent that competitors may
(12:40):
not be.
Also having those checklists,having the content to support
what you're doing and why you'redoing it the way you are.
I.
That before they even speak toyou, that starts establish you
as an expert.
This is not your first rodeowith this particular job.
And so that's going to again,build trust and confidence in
(13:02):
your company's work.
You can pre-qualify with emails,so for example, here's what
makes us different.
So they understand your valueproposition before seeing your
price, and always positionquoting as a step in your
process, not the start of theconversation.
When clients already understandelectrical work better because
(13:23):
of you, they're less likely tochase the lowest price.
I've seen a strategy alonereduce price shopping by over
30%.
For electricians who implementit constantly, build a brand
that's more than just your.
Pricing, but it justifies thepricing.
Your brand is far more than justyour logo or the colors on your
(13:46):
truck.
It's the complete experience youdeliver and it directly impacts
what customers expect to pay.
Invest in clean visuals acrossall touchpoints.
Your website, your trucks, youruniforms.
These all can indicate thequality of your work.
If your company looksprofessional and put together,
clients naturally expectprofessional rates.
(14:09):
Use testimonials thatspecifically mention
professionalism, expertise, andpeace of mind, not just
affordability and maintainabsolute consistency across
every customer interaction.
This can be challenging,especially if you have multiple
team members who are interactingwith a prospective customer.
(14:31):
So this is where team trainingis very important.
Perhaps you have scripts orstandard operating procedures.
That your team members follow,make sure that there's
consistency, especially if oneteam member has to hand off that
conversation to another teammember.
The psychology here is simplebut powerful.
(14:52):
People pay more when your brandlooks and feels worth more.
Two, electricians with identicalskills and service offering mix,
they can charge vastly differentrates based solely on how they
are perceived in the market.
Now let's talk about usingscarcity and urgency without
(15:13):
sounding desperate or salesy,saying, I have one installation
slot left.
This week feels more credibleand creates more urgency, then
I.
Fake limited time discounts showthat your services are genuinely
in demand.
Use follow up language like wetypically book two to three
weeks out to demonstrate you'renot sitting around waiting for
(15:35):
work and leverage genuineseasonality or limited crew
availability without soundingdesperate.
True scarcity builds demandwithout lowering your price.
The more in demand you appear,the less price sensitive
customers become.
Just think about it.
If you like to go to concerts oryou like to go out to watch the
(15:58):
next, the sporting game, youwanna go somewhere where there's
a great atmosphere, a greatenvironment.
So if you see that there's acrowd that's likely going to
signal something that, hey,that's the place to be, or
that's the spot to go to watchthe sports games on the weekend.
Same idea here.
It is also worth adding here.
If you found this tip helpful,hit that like button and it
(16:19):
helps more electricians likeyourself see as content.
And that's what this channel isall about, raising a bar for the
entire industry.
Here's where you can reallyseparate yourself from discount
competitors.
Sell peace of mind as a tangibledeliverable.
Offer a satisfaction guaranteeor post job check-in.
(16:41):
Reinforce warranty coverage onparts and labor.
Explain exactly how you standbehind your work if something
goes wrong, and always highlightthe systems you have in place
that reduce risk for theproperty owner, whether that's
documented safety protocols,quality checklists, or follow up
procedures.
(17:01):
The real truth that mostelectricians miss.
People will gladly pay more forthe assurance that you'll do it
right and back it up if there'sever an issue.
If you're struggling with pricecompetition and you want to
break free from the race to thebottom.
We've developed somethingspecifically for electricians
(17:23):
and electric service providerslike yourself.
Our full circuit growth methoduncovers exactly why your offers
and messaging are leading topricing objections.
I.
We analyze how your brand is orisn't communicating value and
show you how to package yourservices to attract higher value
(17:43):
clients.
We'll review your follow upprocess to identify close rate
gaps, and walk you through acustomized strategy to stop
chasing cheap jobs and startcommanding premium jobs.
The key insight, you don't needto lower your rates.
You need to raise your perceivedvalue.
(18:04):
Here's why this approach worksso well for electrical
contractors.
When you compete on price, it'susually a symptom of something
missing earlier in your growthengine, like weak
differentiation, unclear offers,or low brand trust.
Our full circuit growth methodhelps identify and fix those
(18:25):
gaps so you're not stuckfighting over scraps your
position as the obvious choice.
Remember, price competition isjust a symptom.
Our method solves the realproblem.
So as promised, here's theexpert pricing tip I mentioned
when presenting quotes tocustomers always include three
(18:46):
options with your preferredoption.
And when I say your preferredoption, perhaps the option that
has the highest margin or is theeasiest to deliver.
That option should be anchoredin the middle.
Research shows that most peoplechoose the middle option when
presented with three choices.
It's called the CompromiseEffect in Pricing Psychology.
(19:08):
The simple change has helped ourelectrician clients increase
their average ticket size by 22%without losing jobs to cheaper
competitors.
You want more insights like thisBook, your full circuit growth
audit today.
And before I close out thisvideo, I want to show an example
(19:28):
of a price anchor.
If you have a website that'slikely you or someone on your
team, or perhaps you're workingwith an agency you do have
website hosting.
And usually hosting email.
If you're using any software ortools in your business they're
usually going to provide sometype of price anchoring or
(19:49):
position their pricing as sometype of price anchor.
So here's just a example from ahosting company.
I won't mention their name, butyou can see here they have the
basic package,$25 per month.
They have the premium package at$79 a month.
And then they have the propackage at$49 a month.
So it's like the Goldilocksprinciple where, basic might be
(20:12):
too code or not sufficient.
Premium might be a little tooexpensive or gives us more than
what we need, but pro is justright.
So same idea here.
And so that's even how theyposition the pro graphic here.
As it compares to basic andpremium, their position is, so
it's more front and center.
(20:32):
So that's all there and designedthat way for a reason.
So I just wanted to share thatexample.
Now, going back here to thecontent just close out this
video.
You can give us a call if youare interested in that full
circuit growth audit at 8 8, 8.
8 4 6 4 9 3 7.
We're based in Houston, but weserve clients nationwide.
(20:56):
Remember, you don't need to bethe cheapest to win the best
jobs.
You just need to clearlycommunicate your value until the
next time.
This is Leonard Parker, helpingyou own your worth while
lowering your prices.
If you found this informationvaluable, make sure to like,
subscribe, and share with yournetwork.
Who needs to hear this message?
Hey there, Leonard Parker here, founder of
(00:02):
Destiny Marketing Solutions,where we don't just generate
leads, we generate results.
Before we dive in today, ifyou've ever lost a job to a
cheaper competitor.
Hit that like button and let meknow in the comments.
Trust me, it happens to the bestof us.
Today, I'm going to share howsuccessful electrical
contractors earning$200,000 ormore per year are winning
(00:25):
premium jobs while racing to thebottom on price and stick around
to the end.
I've got an expert tip onpricing psychology.
That's been a game changer formy electrical clients.
Here's the painful truth.
When customers can't tell thedifference between you and five
other electricians, they'llalmost always default to the
(00:47):
cheapest quote.
This kills me because I knowyou're not losing on price,
you're losing on perceivedvalue.
Think about it.
Customers comparison, shop onprice when there's no clear
value difference.
When your messaging sounds likeevery other electrician in town,
licensed, bonded, professionalservice, you become
(01:07):
interchangeable with the guidecharging half your rate.
Being great at your craft simplyisn't enough anymore.
You have to communicate thatvalue clearly or watch as
customers fall back on a onlydifferentiator, they can see
costs.
If you're nodding your headright now, you already know.
Competing on price is adangerous game that few
(01:29):
electrical contractors can win.
Long term, those low margin jobsabsolutely drain your time,
energy, and team morale.
And here's something I'm learn.
I've learned from working withhundreds of contractors.
The clients who haggle hardestoften demand the most and refer
the least When you're rushedfrom job to job, trying to make
(01:50):
the numbers work on razor Dmargins.
That's when mistakes happen.
That leads to callbacks, rework,and those dreaded negative
reviews that cost you far morethan that discount ever saved
the customer and the realkiller.
The more you discount today, theharder it becomes to raise your
rates tomorrow.
(02:11):
The painful reality is thatcompeting on price keeps you
busy, but not profitable.
Any of you finding that yourschedule is full, but your bank
account isn't drop a That's mein the comments.
So how do we fix this?
First, we need to shift theconversation from what your
(02:32):
service costs to what it'sworth.
Smart homeowners and businessowners don't actually want
cheap.
They want certainty and results.
They want to know theirelectrical problems will be
solved correctly, safely, andpermanently.
Start highlighting the lifetimeor long-term value in your
(02:52):
messaging.
Better parts, maybe betterquality parts, cleaner
installations, fewer callbacks.
Sale outcomes like safety,reliability, and peace of mind.
Not hourly rates or line items.
Use any before and after photosor stories to prove the return
on investment.
(03:13):
Show that, for example, panelboard upgrade you did, where you
organized all the wiring andproperly labeled everything.
That visual speaks volumes aboutyour attention to detail and
quality standards.
When you position yourself onROI rather than cost.
You attract customers whounderstand value isn't just
(03:33):
about the price tag.
Here's where many electriciansand electric service companies
miss a huge opportunity.
They wait until the proposalstage to communicate value, but
by then it's often too late.
Your value should be obviousfrom the very first touch point.
Feature your trust badges,insurance coverage and
(03:55):
certifications prominently onyour website and marketing
materials.
Showcase recent jobs with highquality photos and real client
quotes or testimonials abouttheir experience, not just the
work you did, but how it madethem feel a sense of relief.
Emphasize your process with awhat to expect section that
(04:16):
builds confidence and alwaysplace value oriented proof near
every call to action you wantanyone who's landing on your
website, you want them toconnect that, those
testimonials, those trust badgesand any certifications.
You want them to connect thatwith the next step, which is
(04:38):
contacting your team for a quoteor for a review of the project.
Remember this golden rule.
If you don't show the valuefirst price all they'll notice.
This is something I see everyday in my own work, but also
working with our electricianclients.
Those who make value obviousupfront, simply don't get as
(05:00):
many price objections as thosewho don't.
It's as simple as that.
And just to show you someexamples, I came across one
company, Hiller.
So let me zoom in here a bit soyou can see what's going on.
So I'm on hiller's homepage andthey've done a great job.
(05:22):
On providing proof, but alsothese different trust statements
and trust badges to build credcredibility right away, to build
trust right away, and tocommunicate the value of their
services right away.
So we scroll down here, you cansee the different promotions
that they're offering.
(05:43):
And we scroll down a bitfurther.
We see right here all of theirtrust badges.
So license and insured,professionally trained drug
testing and background checked.
And we also see they guarantee100% satisfaction.
And that's right here in thefirst paragraph.
I.
If we scroll further down,again, they're emphasizing that
(06:04):
100% satisfaction, guaranteedhappy, you'll B Order service is
free.
So that's their trademark, sodon't steal it.
If we scroll down further, theyhave a link that goes into more
detail about that guarantee.
So the homepage is meant to bequick hitting, so you provide
snippets, but if you wanted todrill down further about the
(06:27):
guarantee or what sets youapart.
Then you can link onto anotherpage on the website.
But I'll continue here on theirhomepage, they have their Happy
Hiller Club and we scroll downfurther.
We also see some of thenonprofit.
Causes that they support.
So maybe you're not supportingtransition to trades, but it is
a good idea to connect with acause that's very important in
(06:53):
you're passionate about.
So that can include somethingmore national focus or local
focus in your community.
But again, that's another way tobuild trust.
Scrolling down further.
We see some other things.
So care is our core value.
Family owned and operated since1990 and then true 24 7
(07:14):
emergency service.
And again, what they're doing isidentifying some of the common
pain points that customers.
And people who are searching forprofessional electrical services
might have, and then they'readdressing those pain points
right away here on theirhomepage.
So transparency, pricing, somaking sure that there are no
(07:37):
surprises, hidden fees there aretransparent, so there's no
surprises once the customer getsthe bill.
They also are offering some justbaseline pricing so that you
understand, and what they'vedone here is provide a nice
comparison between their pricingand the industry standard.
So I have some more informationabout pricing later on here in
(08:00):
the video.
Expert tip, but very importantthat you try to find a way to
incorporate that.
They have some things aboutcontent, and then if we scroll
all the way to the bottom, theyalso have other badges.
So they have done a great jobbefore someone even calls'em.
And really, before even someonegoes to another page on their
website, communicating thevalue, the unique value that
(08:22):
their team offers here on thehomepage.
And before I go back to thecontent.
It's very important to callthese things out on the homepage
because that's typically goingto be the most visited page on
your website.
So going back here to thecontent.
So next, shifting over topricing and that conversation
(08:44):
you're having with yourprospects.
Instead of the typical, here'swhat it costs approach.
Try asking questions like, isquality or speed more important
to you on this project?
This immediately shifts focusfrom price to your prospect's.
Priorities offer two to threedifferent options to move away
from a yes or no decision.
(09:06):
When a customer has choicesbetween good, better, and best
solutions, they start comparing.
Your options to each otherrather than comparing you to
your competitors.
Don't shy away from discussingthe risk of low cost work and
you likely know some of theother maybe lower cost
(09:26):
competitors in your area.
Think about, complaints you'veheard about their work and why
low cost doesn't always mean thebest for the customer.
So some of the risk of low costwork may be.
Code violations, fire hazards,safety hazards, failed
inspections.
And when you're having thisconversation, always highlight
(09:49):
what they don't get with acheaper quote.
Because what's missing is oftenmore persuasive than what's
included.
The key insight here, properframing creates the space to
talk value before you evermention price.
Now let's get tactical.
One of the most effectivepricing strategies I've
(10:10):
implemented with our electricianclients is package based
pricing.
So of course this is gonna work.
Best with any maintenanceservices, but it also might be
applicable if it's a one-timeservice.
So you can bundle your mostcommon services, for example,
into outcome focus offers.
(10:32):
So instead of just saying panelupgrade for$2,500.
You can create a home safety andpower package that includes the
panel upgrade plus an electricalsafety inspection, and surge
protection.
You can create tiers with nameslike.
Basic priority and performanceto anchor different price
points.
Remember that part about anchor'cause I'll get into that here
(10:53):
later.
The way you name and displaythese packages visually makes a
huge difference in which onecustomers select.
Then add bonus items orguarantees to elevate perceived
value without significantlyincreasing your cost.
So things you can include mightbe extended warranties, priority
(11:14):
scheduling, or free annualsafety checks.
They cost you little, but mean alot to customers.
Packages help clients understandwhat they're really buying, not
just what it costs.
They're focusing on what theyget, not what they're spending.
Mindy, in one of our earliervideos I discussed the
(11:35):
importance of being the guide,the mentor.
To your customer.
Your customer is the hero oftheir story.
Whether it's they wanna maketheir home or business safer, or
if they're looking to be on thecutting edge of new ev charging
technology with their ev their,the electric vehicle you are
(11:56):
positioned to be the guide tohelp them get there.
And one way you can do this isby educating before you even get
to the pricing conversation.
So here's a counterintuitiveapproach that works wonders,
educate your prospects Beforeyou even quote them a price.
Send videos or checklistsexplaining how your process
(12:18):
works.
Use blog posts or landing pagesto answer common pre-sale
questions before they're evenasked if you're able to automate
this.
So perhaps you have a sequencethat you send a link out.
Once they express interest,maybe it's a About Us video or
why Choose Us video.
You're already doing somethingdifferent that competitors may
(12:40):
not be.
Also having those checklists,having the content to support
what you're doing and why you'redoing it the way you are.
I.
That before they even speak toyou, that starts establish you
as an expert.
This is not your first rodeowith this particular job.
And so that's going to again,build trust and confidence in
(13:02):
your company's work.
You can pre-qualify with emails,so for example, here's what
makes us different.
So they understand your valueproposition before seeing your
price, and always positionquoting as a step in your
process, not the start of theconversation.
When clients already understandelectrical work better because
(13:23):
of you, they're less likely tochase the lowest price.
I've seen a strategy alonereduce price shopping by over
30%.
For electricians who implementit constantly, build a brand
that's more than just your.
Pricing, but it justifies thepricing.
Your brand is far more than justyour logo or the colors on your
(13:46):
truck.
It's the complete experience youdeliver and it directly impacts
what customers expect to pay.
Invest in clean visuals acrossall touchpoints.
Your website, your trucks, youruniforms.
These all can indicate thequality of your work.
If your company looksprofessional and put together,
clients naturally expectprofessional rates.
(14:09):
Use testimonials thatspecifically mention
professionalism, expertise, andpeace of mind, not just
affordability and maintainabsolute consistency across
every customer interaction.
This can be challenging,especially if you have multiple
team members who are interactingwith a prospective customer.
(14:31):
So this is where team trainingis very important.
Perhaps you have scripts orstandard operating procedures.
That your team members follow,make sure that there's
consistency, especially if oneteam member has to hand off that
conversation to another teammember.
The psychology here is simplebut powerful.
(14:52):
People pay more when your brandlooks and feels worth more.
Two, electricians with identicalskills and service offering mix,
they can charge vastly differentrates based solely on how they
are perceived in the market.
Now let's talk about usingscarcity and urgency without
(15:13):
sounding desperate or salesy,saying, I have one installation
slot left.
This week feels more credibleand creates more urgency, then
I.
Fake limited time discounts showthat your services are genuinely
in demand.
Use follow up language like wetypically book two to three
weeks out to demonstrate you'renot sitting around waiting for
(15:35):
work and leverage genuineseasonality or limited crew
availability without soundingdesperate.
True scarcity builds demandwithout lowering your price.
The more in demand you appear,the less price sensitive
customers become.
Just think about it.
If you like to go to concerts oryou like to go out to watch the
(15:58):
next, the sporting game, youwanna go somewhere where there's
a great atmosphere, a greatenvironment.
So if you see that there's acrowd that's likely going to
signal something that, hey,that's the place to be, or
that's the spot to go to watchthe sports games on the weekend.
Same idea here.
It is also worth adding here.
If you found this tip helpful,hit that like button and it
(16:19):
helps more electricians likeyourself see as content.
And that's what this channel isall about, raising a bar for the
entire industry.
Here's where you can reallyseparate yourself from discount
competitors.
Sell peace of mind as a tangibledeliverable.
Offer a satisfaction guaranteeor post job check-in.
(16:41):
Reinforce warranty coverage onparts and labor.
Explain exactly how you standbehind your work if something
goes wrong, and always highlightthe systems you have in place
that reduce risk for theproperty owner, whether that's
documented safety protocols,quality checklists, or follow up
procedures.
(17:01):
The real truth that mostelectricians miss.
People will gladly pay more forthe assurance that you'll do it
right and back it up if there'sever an issue.
If you're struggling with pricecompetition and you want to
break free from the race to thebottom.
We've developed somethingspecifically for electricians
(17:23):
and electric service providerslike yourself.
Our full circuit growth methoduncovers exactly why your offers
and messaging are leading topricing objections.
I.
We analyze how your brand is orisn't communicating value and
show you how to package yourservices to attract higher value
(17:43):
clients.
We'll review your follow upprocess to identify close rate
gaps, and walk you through acustomized strategy to stop
chasing cheap jobs and startcommanding premium jobs.
The key insight, you don't needto lower your rates.
You need to raise your perceivedvalue.
(18:04):
Here's why this approach worksso well for electrical
contractors.
When you compete on price, it'susually a symptom of something
missing earlier in your growthengine, like weak
differentiation, unclear offers,or low brand trust.
Our full circuit growth methodhelps identify and fix those
(18:25):
gaps so you're not stuckfighting over scraps your
position as the obvious choice.
Remember, price competition isjust a symptom.
Our method solves the realproblem.
So as promised, here's theexpert pricing tip I mentioned
when presenting quotes tocustomers always include three
(18:46):
options with your preferredoption.
And when I say your preferredoption, perhaps the option that
has the highest margin or is theeasiest to deliver.
That option should be anchoredin the middle.
Research shows that most peoplechoose the middle option when
presented with three choices.
It's called the CompromiseEffect in Pricing Psychology.
(19:08):
The simple change has helped ourelectrician clients increase
their average ticket size by 22%without losing jobs to cheaper
competitors.
You want more insights like thisBook, your full circuit growth
audit today.
And before I close out thisvideo, I want to show an example
(19:28):
of a price anchor.
If you have a website that'slikely you or someone on your
team, or perhaps you're workingwith an agency you do have
website hosting.
And usually hosting email.
If you're using any software ortools in your business they're
usually going to provide sometype of price anchoring or
(19:49):
position their pricing as sometype of price anchor.
So here's just a example from ahosting company.
I won't mention their name, butyou can see here they have the
basic package,$25 per month.
They have the premium package at$79 a month.
And then they have the propackage at$49 a month.
So it's like the Goldilocksprinciple where, basic might be
(20:12):
too code or not sufficient.
Premium might be a little tooexpensive or gives us more than
what we need, but pro is justright.
So same idea here.
And so that's even how theyposition the pro graphic here.
As it compares to basic andpremium, their position is, so
it's more front and center.
(20:32):
So that's all there and designedthat way for a reason.
So I just wanted to share thatexample.
Now, going back here to thecontent just close out this
video.
You can give us a call if youare interested in that full
circuit growth audit at 8 8, 8.
8 4 6 4 9 3 7.
We're based in Houston, but weserve clients nationwide.
(20:56):
Remember, you don't need to bethe cheapest to win the best
jobs.
You just need to clearlycommunicate your value until the
next time.
This is Leonard Parker, helpingyou own your worth while
lowering your prices.
If you found this informationvaluable, make sure to like,
subscribe, and share with yournetwork.
Who needs to hear this message?
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