If all you focus on is price than that is what you will get

Transcript

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Hey guys, James Rest here from Marketing Secrets for Electricians. And today we're talking about price. And what I found is that the customer and the electricians that I'm talking to, we're all focused on price. And the downside of this is A, you're going to lose a customer if you're not the cheapest or B, you're going to do it for the cheapest price possible, which doesn't work in your favor. So, here's what I hear a lot.

How do normal electricians like us, who are properly trained and licensed, who are not willing to cheat and take shortcuts, and who are wanting to own a successful electrical business? How do we compete against the big guys who own the market share or the guys that charge peanuts for an electrical job? On top of that, we want to employ the best electricians so we can get off the tools and have plenty of time for other areas of life. the question, join me and follow along as we search for the answers. My name is James Rest and welcome to Marketing Secrets for Electricians.

This simple strategy can be used to grow your business very quickly on a shoestring budget, bringing you lots and lots of new customers. If this is something you would like to partake in, you can visit MarketingElectrician.com, click on the giveaway button, enter your details in, and I will talk to you soon. I've been searching for electricians, so we've had a few jobs come in from fine electricians near me, and we have been searching for electricians to help do these jobs. And what I've been finding is that all the electricians I've contacted essentially, if they answer, so the first problem is, are they going to actually answer and respond? I'm not calling at this stage.

This is kind of my first preliminary stages is to contact them via email. and see if they respond. This is the first kind of test. If they respond, tick, we're doing well. The second thing is the main focus is, okay, give me enough information so I can give you a price.

That's it. So if I want a life installed, okay, give me the enough information so I know what or how much to charge you, and then we can get on with the job. Now, yeah, I understand the focus on price, but here's the problem. If you're focused on price, the customers focused on price, you're racing to get the most competitive price. And that's the only leverage you're using to communicate with your customer.

So if the customers go and calling around three electricians, which most quote agencies, they even give them it. If someone's searching for electrician, they'll send it out to three electricians. Now, most will say, Hey, yeah, you're going to get, let's say, let's, let's do this. So I have a job I want to light install. I go in, I go, Hey, Kay, here's the information.

Contact three electricians. I get three quotes back for the light and it say they want to know more information, whatever these be on the day. One quotes me a hundred dollars. One quotes me $200. One quotes me $300 for the same job.

Uh, what am I most likely to do? If that's the only reference point that I'm going for, well, I'm going to go for the hundred dollar line. Why? Because I don't know why they're charging me an extra $200. I'm just going to, I want this light installed.

If he can, if that electrician can solve my problem for the cheapest price, and that's the only value they're adding, then I'm going to go there. So how can we stop this? How can we change this where we're not competing for the lowest price point? Because that's like you, you won't be in business long if you're always going the cheapest, unless you're really efficient. And if you can charge accordingly and be efficient, that's great.

So let's look at some other alternatives to competing on price. So let's say I sent a job out and one electrician goes, okay, let's jump. I want to know more, but let's, let's jump on a phone call or a video call and go on Facebook, give me a call, whatever the thing may be, and tell me and show me what's going on. And here's the thing that you do. If you start having a conversation, you start building a relationship with the customer.

So the first thing is the other electricians have gone, Hey, okay, tell me what it is. And here I'll give you a price. So you've got enough information. Here's a hundred dollars. Whereas the other person's going, okay, you come in and they show you the light up there.

And the roof was like, okay, I want to replace this light. I've got the thing down here and I just want to put up there. And then you can start talking about, okay, why do you want it there? Do you want it in that same spot? Or if it's down lights, maybe the down lights, they can't go in the place that they want them to go.

So by talking with them, and it may take you 10, 20 minutes. You need to, to, uh, have a conversation with the customer. And here's the other thing we're very strict on time. Like we're all busy trying to chase the dollar, but not taking enough time to build meaningful relationships. Relationships are built or businesses are built on relationships.

Yeah. So try to build a relationship with your customers. And then when you win the job, because of the relationship, I've won jobs myself. I've known. go out to a house.

I would like talk around and walk with the customer. And I've won big jobs, even though I wasn't the cheapest because I built relationships with the customer. And I felt that we had a relationship and they trusted me. I trusted them and we, it wasn't so much a price, a price focus. So first off, get in contact with them, have a conversation, make time for the person.

And you will find other people will not, um, do this, but you need to make time for them. And if you haven't got time, so if you're like, Oh, I'm busy and busy, you can set it up so it can schedule, you know, they can schedule themselves in for like a 10 minute call and you're saving time. If you don't have to go out to the job, like if you can quote the job or get enough information or do a video call and they can show you around and you can get a feel for the job without spending half an hour traveling to job. After now traveling to next, you're saving yourself an hour's travel time when you can have a five, 10, 20 minute phone call and build the relationship. So then when you go out to the job, you know that you've got the job and you're not wasting the time second.

So here's the other thing that you can do. And this is doubling up. Even can record the conversation. So like right now I'm recording this conversation to talk to you guys. So someone else can listen to this at a future date.

This is creating content. So, if you make each call that you do or each video call, you can record that and come back to it and post that up somewhere or put bits and pieces through your website. That makes sense. And you can share with your audience. Hey, this is what I do.

Or if someone has a job and they're looking for like a light fitting, you could put a, for example, on YouTube, you could install light fitting in my home. That could be a kind of key phrase, whatever it may be. And then they find that and they see you talking with this customer about how to do it. And then you say, book me in now below, click, you know, click the button below and book me in or leave a comment and I'll give you a call and you can get this free consultation. Yeah.

So you're starting to use a build a relationship, but not waste the time. Your time is valuable. So let's multiply 10 extra time. If you can use the one video with a customer and use that to find you 10 extra customers without you actually talking to the customer, this is huge. You're starting to build the relationship.

And this is the main focus of this topic because of today's focus, because just, I found it difficult to not talk about price. Hey, I want a job done. Okay. How much? It doesn't help.

Let's move on from that. Let's change the focus. So I hope that helps today.