March 18, 2026
S3 EP22 What I Wish I Knew Before Starting My Electrical Business
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Most electricians don’t struggle because they’re bad at electrical work. They struggle because they started their business without a real pricing strategy, sales process, or marketing system.
In this episode of the Million Dollar Electrician Podcast, Clay and Joseph break down the three biggest things they wish they knew before starting their electrical companies. From undercharging and free troubleshooting to awkward sales conversations and expensive lead flow, this is the roadmap they wish they had from day one.
You’ll hear why being the cheapest electrician actually hurts your business, how a real sales process changes the customer experience, and why marketing is either something you pay for, work for, or build systems for.
In this episode:
why pricing wrong creates unnecessary suffering
how cheap work attracts the wrong customers
why sales process is a business superpower
how standards and SOPs protect your reputation
why business is an apprenticeship too
how weak marketing forces you to “pay in blood”
what the real roadmap to $1M looks like
If you’re an electrician who wants more schedule control, better margins, more consistent sales, and a real path to growth, this episode is for you!
⚡️We're doing something we've never done before.
Service Loop Electrical is hosting its very first in-person live event and we're keeping it small on purpose. 26 seats. 6 VIP. 20 General Admission. That's it!
The Whistler Service Summit 2026 brings together 26 of the best electric service business owners in North America for a full weekend of real training, real roleplay, and real answers at Nita Lake Lodge in Whistler, BC (Conde Nast's Top Resort in Canada).
Clay Neumeyer, Joseph Lucanie, and Forrest Schwartz will be in the room with you. Not on a screen. In person. Every session. Every meal. Every moment.
Here's a taste of what's waiting for you:
⚡️Clay covers Agentic AI and operations so you can run a tighter business without working more hours
⚡️Joseph brings his full in-home sales playbook. The Wizard of Options, live and in person
⚡️Forrest breaks down the exact marketing systems he uses to generate 400+ leads every single month
Two days of intensive training. A helicopter volcano and ice cave adventure for VIP. A welcome dinner. A group hike. Dinner in Whistler Village. And the kind of conversations that just don't happen on a group call.
One breakthrough this weekend pays for your ticket many times over.
👉Learn more and secure your seat here!
🎓 Podcast Scholarship Draw
Subscribe, leave a review, or follow us on socials, then submit the entry form. Each verified action counts as one entry.
⚡️Monthly prize: Open Circuit Lifetime Membership ($1,500 value)
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👉 Submit your entry here!
⚡️If you want portable generators to become a real revenue stream, reach out today! 📧 Email: jesse@duromaxpower.com
🌐 Website: www.duromaxpower.com
📞 Call: 909-490-5789
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#electrician #electricalbusiness #pricingstrategy #salesprocess #leadgeneration #businessgrowth #milliondollarelectrician
00:00 - Business Is An Apprenticeship
02:05 - Regrets From Starting A Company
02:40 - Pricing And Charging With Confidence
09:35 - Why Free Work Backfires
18:56 - Sales Standards And SOP Basics
27:19 - Perfect Practice Over Time
29:06 - Marketing Without Paying In Blood
30:10 - Win Of The Week
30:30 - Slow Season Follow Up And AI
35:12 - Roadmap Recap And Closing
WEBVTT
00:00:00.000 --> 00:00:02.560
I wish someone told me business is an apprenticeship too.
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That would have just so easily solved a few things for me.
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Because for me, I'm like, oh, it's theory and it's practice.
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Oh, it no one says that.
00:00:10.800 --> 00:00:20.559
So instead, it's like trying to troubleshoot a freaking 12-inch junction box you just found in someone's attic with a rat's nest of wire from different decades.
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And you can tell people have been adding to it, trying to splice different things together.
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Like, where do you begin?
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I think that's still the biggest problem in business today.
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So I wish someone just let me know early on.
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Hey, this is an apprenticeship, and it's going to take a combination of actually learning.
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You're going to have to learn some theory to get good at this.
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And you're going to have to go out and practice that theory to be great at this.
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And it's the combination of the two and the realistic expectation that it's also a four or five-year apprenticeship.
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Like you need your 10,000 hours to really succeed and feel comfortable with the ebbs and flows.
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Hello, hello, hello, and welcome to the Million Dollar Electrician Podcast, where we help home service pros like you supercharge your business and park up those sales.
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I'm Joseph Lucani, and together with my co-host, Clay New Meyer, we're here to share the secrets that help electricians sell over a million dollars to a single service band.
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Now it's time for sales.
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It's time for scale.
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It's time to become a million-dollar electrician.
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Hello, hello, hello, and welcome back to yet another great episode of the Million Dollar Electrician Podcast, powered by Duramax.
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We recently had Jesse on telling us about this massive generator boom that's been going on.
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Congrats to everyone who's seized that and made their market safer with more backup power than ever before.
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Joe, how are you doing today, brother?
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I'm feeling amazing because you started the conversation with generators, which immediately just increases my heart rate.
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I'm literally dancing around.
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Every time I hear power outages or storms or hurricanes, I'm like skipping and clicking my heels, man.
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I'm doing great.
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I love that.
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Today I want to make your heart skip for another reason.
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We're going to do a little bit of a blast from the past and talk about what we wish we knew before we started our electrical companies or in those early days that you know now.
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And it's like, man, if I was doing Greenfield again, what would I have done different?
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Couple things come to mind for you, Joe.
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Oh my God.
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Yeah.
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Um, three right off the top of my mind.
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They didn't have to push me that hard.
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I'm like, things I wish I knew?
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Yeah.
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So you got to choose number one though.
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Okay.
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Number one.
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You told me number three before.
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I want you to, you gotta choose one that's like the number one.
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I know that's gonna be hard for you.
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Not as hard as you'd think.
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Because if I had to choose one, it would be knowing what to charge and how to charge it.
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And let me explain why.
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Like, obviously, if you have a better sales process, if you have better marketing, if you have better training, like all those things are necessary.
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But I was a good electrician when I started anyway.
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I just was priced horribly.
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I had no idea what to charge.
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I didn't know what the competition was actually charging, I didn't know what was reasonable, what was unreasonable.
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So we started off super cheap, super cheap.
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And we suffered a lot because of it.
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So if I changed nothing other than I'm already doing quality work, I'd be a small company, but I knew how to charge for it and actually be profitable and know what numbers to look for, that'd be the number one thing.
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Because I even if I changed nothing, I'd still make more of a profit, which would have alleviated a lot of suffering in the beginning of most people's businesses.
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I I want to speak to that one too quick because I remember a time where I literally go and do work, and sometimes I would like just discount work because it felt like I was adding value for that.
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I was already priced too low, and then I would do additional discounts because I liked the person, or or you know what I mean?
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And I always felt like this will come back around.
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That's karma, that's the way this works.
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This will come back around, and it never did.
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Heck, I I've done troubleshooting for a couple hours that I ended up saying, you know what?
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We'll get you on the next one.
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That is not how you run a business.
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Yeah, and I literally it's such a long journey to come from there to here, but I couldn't agree with you more, man.
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Pricing problem one, huge.
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Yeah, you said something that just triggered a heart stab to the heart.
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I'm gonna, if anyone wants to laugh at me, this is an easy way to do so.
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We were so unsure of what to price.
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We had the value add policy of we'll do free troubleshooting diagnostics.
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And if we can't resolve it in the first hour, then we'll charge you.
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So it was like literally, if we went to a call and you found that it was like a breaker trip, I didn't know how to offer more options on top of it.
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I'd be like, well, well, here you go, problem solved.
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Look forward to working with you in the future.
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And literally just doing calls for free because we had no idea what we were doing.
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For the sake of saying it, for anyone that's scratching their head going, Well, that's not so bad.
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What like why do you think this is a bad thing to do in your business?
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So, like you, I thought it was a value add.
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I thought that like I'd invest in certain clients and these clients would respect me for it, and they would want to come work again.
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And at those projects, then we'd have more relationship and then as a result could close a higher premium.
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But it ended up not working out that way because what I was doing was massively devaluing myself, like to the point where they wouldn't respect me.
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So, like if I came in and I'm like, my time is so not valuable to me that I'm willing to come to your home, I've never met you in my life, and I'll do a free hour of diagnostic, and I'll only charge you if I can fix it.
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And that doesn't include if I can fix it while diagnosing.
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Like it made me look like I was desperate.
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And as a result, the people who would work with me worked with me only because I was cheap.
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It was like this guy does good electric work and he's solving my problem for free.
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Yeah, I'll call him back the next time.
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How much is he gonna charge me?
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A hundred bucks?
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Like so when we actually needed to charge someone, and we did come back to those customers, karma did not come back.
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The only thing that came back was a kick to the butt where they'd be like,$300 for four hours of work.
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What are you talking about?
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You're out of your mind.
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Last time you did the thing for$50.
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So I lowered the standard so far, thinking that I was raising it.
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And it just it it makes me embarrassed to stay even admitting it, but that was the truth.
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I thought I was doing the right thing, and it just turned out to be the exact wrong thing.
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You just reminded me of a story that's happened in this week, at the time recording this, uh, to one of our clients, Dwight.
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And maybe you dealt with this in class already, too.
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I actually referenced you when I was handling it in marketing class this week.
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There's a lot of fun.
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Someone phoned him and said, Oh, we called you because uh we Googled you, uh, looked up the cheapest electrician, and your name came up.
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And he was like, Holy crap, how do I undo that?
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And so I kind of did a timeout minute with him and I just said, Well, hang on, is this really the bad thing?
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Like, you got the call.
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It's just a pivot that you could do.
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And I was reminded of you with the pool job binder.
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And so I said, Why don't you try saying this?
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Hey, oh my gosh, oh, what a confusion! Like, I can't believe it said that.
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No, no, no, no.
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What it actually what it what it's actually trying to say is I fix the cheapest work in town, and that reminded me of what you would do with pools, and so we were talking through that.
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Um, but it just reminded me too what you're saying about being the cheapest guy.
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Yeah, the coolest thing is that I I remember every time it's weird.
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You mentioned generators, my positivity goes up.
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You mentioned pools, and like my heart just clenches with stone.
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Like, I hate pools, I hate them.
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Yeah, it's um, you know, it's not always the worst thing if you just get the call.
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And that was the idea of that one.
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But it was a ton of fun to work through.
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Uh, we really enjoyed that.
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But yeah, being the actually being the cheapest is the problem we're talking about here.
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Here's my thing, Joe, with it, just to take this right into the outfield.
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I love helping people.
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So I was actually, and I know you're the same way, I was most susceptible to this problem.
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And that's why I also put it number one, like you did, because it's so much easier to just charge way less than you are worth.
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It's so much easier to use price as your maximum value builder.
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But what's the easiest, the path of least resistance is what everyone's gonna do who's a good person.
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And so I also wish I did know this uh early on.
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I wish I knew that even though I could be flat rate three, four, five hundred bucks an hour, I could have made those sales and held my chin high and still got the five-star review after.
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And that's a really important thing to know, especially when you're young or new into business or been at it for a while and just haven't experienced that yet.
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It's one of the biggest things we see major growth mechanisms when people start with us, right?
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Yeah.
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Um, I remember having a huge unlock to a similar parallel where I used to side job when I was a kid, like 15, 16 years old, fresh out of trade school, work on the weekends and stuff.
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And I worked for a client and I was charging him the outrageous rate of$30 an hour.
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And then something like he called me back eight years later, you know, and I'm still new in business, and I charged$389.
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And the funny thing was is that he bought when I was$30 an hour, but would complain at how expensive I was.
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And then he called me when I was$389 an hour and he bought and then complained about how expensive I was.
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And I realized it doesn't matter what you charge.
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Some people don't want to pay anything, but they'll still do it if they feel it's necessary to do.
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Yeah, and tying right into that, if we didn't drive this home clear enough, is like people feel more value about a greater investment.
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So your work actually increases in value just because you charge more.
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Now, a big piece of that though, of what I wish I knew when I was starting, I I honestly, Joe, one of my top ones, my next one, is gonna be up there with I'm between troubleshooting and quality management.
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I used to do something awful, and I'm gonna start with this because it's an admission of guilt.
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In my first business when I was doing concrete, and I think I may have said this before, I let some people down.
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I used to do this thing where it was that get in, get out quick, and like nice presentation, decent bill for the concrete, thousands of dollars for a job.
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But then when it was done, like I was done.
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You know what I mean?
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It was like a midnight move.
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It was just like, okay, time to go.
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Where's the check?
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Not, hey, were we able to meet the expectations that we set for you?
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Not is this everything you were looking for.
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No, no quality walkthrough, no quality handshake at the end to just say, yes, we received it.
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And I don't even know why, because it was like I was a one-man show.
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I wasn't protecting much margin.
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It was just my time.
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But I think I was honestly scared of the judgment on my work.
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It's really hard to put myself in that position now because, as you know, we're obsessed with knowing how did we do today?
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And please be brutally honest, how have we fallen short from our intended five-star level of service?
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And I want to ask that every single time.
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I wish someone would have taught me that in the early days.
00:11:20.960 --> 00:11:22.720
What are your thoughts on that one, Joe?
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So the thing that comes to mind is it comes almost the same thing with reviews, right?
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Because if you're afraid of what someone's going to say, you're not going to ask for the review because you don't want to hear the criticism.
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Maybe you don't feel strong enough to take it, maybe you feel it's unwarranted, maybe you're like the customer's an a-hole.
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But looking at it from now, if I don't ask how we did, that's the worst possible thing we can do.
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Because if they're not happy, they're not gonna blast me online.
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They're just never gonna call and they'll never refer me.
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And if my name gets mentioned, they'll tell about the terrible experience I had.
00:12:00.799 --> 00:12:04.799
So I can't fix it the moment I leave because they're just gonna be like, okay, here you go.
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Good seeing you, man.
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You take care.
00:12:06.960 --> 00:12:09.840
Write me the check, and I'll be like, Great, he was so happy, he paid without a complaint.
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And the inside he's like, I'm sh I gotta tell you about this horrible experience I have with this electrician.
00:12:14.639 --> 00:12:19.679
Yeah, I can describe the feeling living in a small town for a long time.
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It's that like, what is it like when you run into them at Walmart or the grocery store?
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Is it the duck and cover and get out of here?
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Don't talk to Miss Jones, or is it Miss Jones recognizes you and calls out your name like a celebrity in your small town or wherever you live because she's so excited to see you and tell you how great her experience was again and let the others around hear it?
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I'm with you there.
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I you said something that really just hit home for me, like like to my core, it almost triggered like inner trauma.
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My last name is very rare.
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It died out about 500 years ago.
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And we are the only living descendants of it in all of North America.
00:13:01.440 --> 00:13:05.200
There's lots of us in Italy, but we're all related at this point.
00:13:05.440 --> 00:13:09.360
There are no Lucanis that don't have blood with us.
00:13:09.679 --> 00:13:13.039
So I grew up with you're a Lucanny.
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You have to maintain the family honor, you need to maintain the family name.
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Don't let anyone think bad about you.
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It'll reflect on all of us, it'll ruin all of our reputations.
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So, like when you're like, I can't see someone at the grocery store, I still lived in my hometown with my parents nearby with it, like all that pressure from all those years of like, you no one can look bad at our name because anywhere else you find any Lucani anywhere, if you have a negative impression, it'll affect all of us like a ripple of a wave.
00:13:42.080 --> 00:13:49.200
So sometimes I would do things that weren't right for us to keep someone from not liking the name.
00:13:49.360 --> 00:13:52.080
So like I completely resonate with what you're talking about.
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Yeah, and and then there's that fine line between being a good person, doing the right thing, doing the right thing by someone else.
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And that's why the pricing gets mixed up in it.
00:14:03.200 --> 00:14:06.720
And I I've never been a bad person, I've always maintained that.
00:14:06.799 --> 00:14:15.360
I've always tried to make good choices, although sometimes uh admittedly, those choices were not in the best interest at the end of those jobs.
00:14:15.519 --> 00:14:20.399
And knowing that now, those are the ones, you know, we all have this, the job we're embarrassed by.
00:14:20.720 --> 00:14:24.000
You know, as an apprentice, I once pulled an LIT analog.
00:14:24.080 --> 00:14:28.399
If my four to 20 milliamp guys, control and automation guys know what I'm talking about.
00:14:28.480 --> 00:14:32.720
I pulled an LIT, a level indicating transmitter tech cable to a light.
00:14:32.960 --> 00:14:35.279
And Journeyman's like, what are you doing?
00:14:35.600 --> 00:14:37.440
No, black cables are power, man.
00:14:37.519 --> 00:14:39.120
That gray one that goes to a device.
00:14:39.279 --> 00:14:40.399
Well, I cut it short now.
00:14:40.480 --> 00:14:41.120
Oops.
00:14:41.279 --> 00:14:46.080
There's all these little shame moments that we just we reflect on and we grow from.
00:14:46.159 --> 00:14:50.080
And so I think it's also important that I did those and made those mistakes.
00:14:50.240 --> 00:14:59.519
And I think it's important that if you're listening to this, you resonate with that and you have them too, because that's what makes us who we are, just like your experience and your Lucanny name, Joe.
00:14:59.600 --> 00:15:03.360
So it's not even like, I don't know, maybe I'm eating my own words here.
00:15:03.600 --> 00:15:04.720
I wish I knew.
00:15:04.879 --> 00:15:08.799
I just wish I had mentorship to go through that a little smoother, a little faster.
00:15:08.960 --> 00:15:12.000
And as we know, the reason we're here is because we really just didn't.
00:15:12.159 --> 00:15:13.519
We didn't have it at that time.
00:15:13.679 --> 00:15:16.080
You kind of had to learn through the trial of the fire.
00:15:16.320 --> 00:15:18.080
So that was my number two, man.
00:15:18.159 --> 00:15:18.879
What's your number two?
00:15:18.960 --> 00:15:20.320
What's something you wish you knew?
00:15:20.639 --> 00:15:24.799
So I just want to add one more thing to what you said, because I think you'll make it full circle and I'll jump into it.
00:15:25.039 --> 00:15:31.679
There's an expression that I was taught that good judgment comes from experience, but experience comes from bad judgment.
00:15:32.159 --> 00:15:39.039
And the way that I almost feel redemption is I made bad decisions because I didn't have experience.
00:15:39.600 --> 00:15:43.120
And now I can make good decisions because I have made those bad decisions.
00:15:43.600 --> 00:15:56.000
But the thing that redeems me is that if I teach people good judgment from my mistakes, it makes me feel like, you know, maybe you needed to go through these things to keep others from going through those things.
00:15:56.639 --> 00:15:59.679
So like I could just jump right tohead to getting the the good decisions.
00:16:00.000 --> 00:16:01.039
It makes me feel really, really good.
00:16:02.159 --> 00:16:11.919
Now, the second thing was that if I needed to know something, it would have been I wish I had the sales process that I know now back then in year one.
00:16:12.399 --> 00:16:16.480
And the reason being is I really didn't know how to sell.
00:16:16.960 --> 00:16:19.200
Like it wasn't really it didn't come naturally.
00:16:19.279 --> 00:16:30.159
I hadn't been into therapy yet, I hadn't done any personal work, I had been working with so many different coaches that like I had a a conglomeration of different styles and it wasn't really effective.
00:16:30.480 --> 00:16:35.440
And I didn't know what to charge, so I didn't know how to price, and I didn't know how to quote, I didn't know how to option.
00:16:36.080 --> 00:16:47.440
So if I need to know something else, if one I knew how to price, but two, you're like, here's what you're gonna say, here's when you're gonna say it, here's why you're saying it, and here's a result you can expect.
00:16:48.639 --> 00:16:56.720
We would have made substantially more and been able to create a more greater impression in our in our area because no one else is doing that.
00:16:57.440 --> 00:17:00.159
So it would have been something that made us stand out right at the jump.
00:17:00.320 --> 00:17:05.759
We would have been able to secure more sales, which could have made our sc grow faster or bleed less.
00:17:06.000 --> 00:17:11.680
You know, I would have been able to now not have to worry about being awkward and I knew what to say at certain moments.
00:17:11.920 --> 00:17:14.240
So, like, one, I gotta know what I'm charging.
00:17:14.319 --> 00:17:24.559
But two, once I know what I'm charging, if I could then give them a better customer experience and then know how to like close, that would have been like an absolute like pull the slingshot bat and let it go.
00:17:24.720 --> 00:17:26.079
Yeah, I can agree with that for sure.
00:17:26.240 --> 00:17:28.240
It reminds me of uh SOPs.
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