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Published: Jan. 12, 2020, 5:40 p.m.

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Marketing Secrets For Electricians

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Did you know that as soon as you enter the electrical marketplace and start selling the same thing as every other electrician,

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Be it wiring up new homes, maintenance work, or installing a light\\u2026

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If you are just selling the service, you are in the \\u201ccompetitive marketplace\\u201d, which means that the service you are offering is being sold as commodity\\u2026

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Why is selling your service as a commodity bad?

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Let me give you an example,

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If we have two electrical businesses

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Jack Electrical Services & James Electrical Contracting

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Both are small electrician businesses and have an ad in the paper right next to each other which goes something like this

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Jack Electrical Services

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Hard-wired smoke alarm installation by licensed electricians $140

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James Electrical Contracting

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Hard-wired smoke alarm installation by licensed electricians $185.

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Which would you go for\\u2026?

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Chances are if you are like most people you would go for the cheapest option to get the same thing.

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This is basically how commodity works if I can get the same thing for less\\u2026 well, then I\\u2019m going to do that\\u2026

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In this case, it\\u2019s a Smoke Alarm Install vs a Smoke Alarm Install, but it can be any service that you offer.

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I have had many a customer call up and ask how much for an electrical job or what is your hourly rate\\u2026?

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They have found your ad in the paper and were like ah\\u2026.well this electrician is cheapest

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Once they have figured out that you normally never hear from them again!

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So unless you want your electrical business to be the cheapest Electrician in town\\u2026

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Once they have figured out that you normally never hear from them again!

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So unless you want your electrical business to be the cheapest Electrician in town\\u2026

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I don\\u2019t know about you, but running your own electrical business has additional responsibilities.

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In my mind, it means we need to charge accordingly or go back to working for someone else!

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I\\u2019m just not interested in working my arse off for peanuts!

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There is no strategic advantage in being the second cheapest electrician in town! Either\\u2026

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This means we should not give into a Price WAR by lowering prices but instead add more value..

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How do you add move value?

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This is done by turning your service into an offer!

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An offer a few products grouped together\\u2026

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When you create an offer it:

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• Increases the perceived value to your customers.
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• Makes what you have unique to the Marketplace.
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• Which means they can\\u2019t get your offer from any other Electrician in town.
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• To get your offer they have to go through you!
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We could go in-depth on how to create an offer, however, for now, I just want to introduce this concept to you.

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I find examples helpful to explain concepts, so let\'s look at the smoke alarm ad again and turn one of them into an offer.

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We will just review the original ad which was

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James Electrical Contracting

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Hard-wired smoke alarm installation by licensed electricians $185.

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The question is how could we add more value to the customer when they make this purchase?

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