Today’s episode starts with some classic office banter and a little Dungeons & Dragons energy, then we get right down to business. Adam and Brian pick up where yesterday left off and talk about the real question every electrical contractor is facing heading into 2026: how do you price your work to hit a true 30 percent net profit margin without feeling guilty or scared the phones will stop ringing?

They break down the two kinds of customers in every market. The “Walmart experience” crowd wants cheap, fast, and bare minimum, and they will drain your time and margins. The “Nordstrom experience” crowd wants safety, certainty, professionalism, and a job done right the first time. Those are the people you want more of, and your pricing and presentation should attract them before they ever call.

You’ll hear three practical moves to make premium pricing make sense:

1. Build a premium brand image first, then charge premium. Not the other way around. Your website, Google profile, socials, photos, and overall “digital uniform” need to look like the Cadillac you say you are.

2. Stop doing free estimates. Charge for them, and roll it into the job when they approve it.

3. Use “good, better, best” pricing. Give three options, put your ideal job in the middle, and add a higher premium option on top. Now they are comparing your choices, not shopping you against every other electrician in town.

They also dig into the white glove details that make people pay more happily. Clear communication, tech bios and photos before arrival, booties in the house, walk-through explanations focused on safety, and treating the home like it matters.

Challenge for the week: on your next service call, offer three options instead of one price and watch what happens. Even if they pick the lowest, you just repositioned yourself as a pro who offers solutions, not a laborer who dumps a number on the table.

Short, practical, and meant to get you paid what you’re actually worth.