The Electric Service Roadmap

A simple guide for growing your Electric Service Shop, step by step.


How to Use This Book

01

Pick your level

Start where you are today. Don't skip ahead - each level builds on the last one.

02

Do the steps

Check each box as you go. Small wins add up to big results.

03

Watch the wins

If you see the wins, move up. Results don't lie.

Quick Pick Guide (Start Here)

Level 1: New

$0-$300k a year

Just starting out or struggling to hit consistent revenue. You're doing everything yourself and feeling overwhelmed.

Level 2: Hustler

$300k-$1M a year
2-4 vans

You've got some momentum but results swing wildly. You need systems that work without you.

Level 3: All-Star

$1M-$3M+ a year
4-8 vans

You're growing fast but profit is thin. You need to tighten operations and build a real team.

You can't jump ten steps. Climb one level at a time. Each level prepares you for the next. Skip steps and you'll fall back down.


Words We Use (Plain Talk)

Simple Service Rate (SSR)

One fair price you use every time. It covers time, parts, and profit. No more guessing or losing money on jobs.

Offer Menu (6 Options)

Good, Better, Best... plus 3 more choices. Easy yes for any wallet. Gives customers control while you control profit.

Demand Call

Fix it now jobs. Emergency calls where customers need immediate help. High urgency, good margins.

Opportunity Call

Bigger plan jobs like panels, rewires, generators. Higher ticket items that require more selling but bigger profits.

CSR

The helpful person who answers and books calls. Your first impression and booking machine rolled into one.

KPI

Small numbers that show if it works - like close rate, average ticket. What gets measured gets managed.

LEVEL 1: NEW ("Noob")

Who this is for: First years in business. 0-$300k. 1-2 vans.

Your Feels (Yes, this is normal!)

  • "Is my price too high? Too low?"
  • "I keep losing jobs."
  • "I wear all the hats."

Do These 6 Steps (in order)

1

Set your Simple Service Rate (SSR)

Do a quick price check: time + parts + profit. Aim a bit above the local market. Believe your value. Stop guessing and start knowing what every hour costs.

2

Build your Offer Menu (6 options)

Add: trip fee, deposits, financing, warranty, guarantee. Make 6 clear choices for every job. Give customers options, not ultimatums.

3

Learn the Service Sales Talk

Two flows: Demand and Opportunity. Be kind. Ask good questions. Show the 6 choices. Let them pick. People buy from people they trust.

4

Track tiny KPIs weekly

Close rate, average ticket, booked calls. Put numbers on one page. What you measure improves automatically.

5

Stop answering the phone

Hire or assign a CSR/office helper. Script: no prices on phone. Set the tech up as a "10." Your time is worth more on jobs than on phones.

6

Hire your next field hand

You sell and serve. New hire installs. Later, grow them to service, then sales. Build your ladder from day one.

Wins to Look For

  • Revenue doubles just from price + offers
  • Fewer "price fights"
  • Full calendar, less stress

Move Up When...

  • SSR set and used every job
  • 6-option menu used every job
  • Close rate rising
  • CSR books most inbound calls

LEVEL 2: HUSTLER

Who this is for: $300k-$1M. 2-4 vans. 2-5 years in.

Your Feels

  • "I need better techs."
  • "Results swing. No steady system."
  • "I'm stuck on the tools."

Do These 7 Steps (in order)

1

Rate Review (update SSR)

Outdated price kills profit. Fix it now. Your costs went up - your prices should too.

2

Finish the Offer Build

6 options, financing, memberships, killer warranty. Aim for 3× value per lead with memberships + follow-up.

3

Strengthen Sales Process

Demand + Opportunity nailed. Add Inspection and Maintenance flows. Add 1 niche: Generators or EV.

4

Write SOPs people want to follow

Short steps. Clear pics. Checklists. If it's hard to follow, they won't follow it.

5

Rewire the Office

CSR scripts, no phone pricing, fast booking. Track calls → leads → jobs. Dispatch by best next.

6

Train Installers for Upgrades

Teach them the offer menu. Teach simple "while-we-are-here" adds. Ask for reviews on site.

7

Max Service Tech Output

Fast response. Great notes. Options every visit. Membership every visit.

Wins to Look For

  • Average ticket up. Close rate up
  • More 5-star reviews
  • Team uses SOPs without push

Move Up When...

  • You lead the business, not every job
  • CSR + techs follow scripts
  • Installs feed service. Service feeds sales

LEVEL 3: ALL-STAR

Who this is for: $1M-$3M+ and growing. 4-8 vans.

Your Goal

Consistent profit (20%+). Strong team. Scale clean.

Your Feels

  • "Hiring is hard. Buy-in is low."
  • "Tickets bounce. Profit thin."

Do These 7 Steps (in order)

1

Price Audit (again)

Fix leaks. Simplify price books. Every dollar that leaks out hurts your ability to grow and pay your team well.

2

Optimize the Offer

Tighten words, proofs, guarantees. Make repeat + referrals easy. Perfect your pitch until it sells itself.

3

Sales Audit with Call Reviews

Find the exact break points. Coach with data, not feelings. Listen to calls and fix what's broken.

4

Office Pro Mode

Happy tone. Strong scripts. Send tech intro + contact card. Lead scoring and best-next dispatch.

5

Client Love Loop

Ask: "Out of 10 calls, how many review us?" Lift reviews to 50%+ and log all feedback.

6

Quarterly Retro (Leads → Sales → Installs)

Book rate, close rate, install rate. Kill waste (muda). Scale what works.

7

Coach + Pay for Performance

Clear ladders: Install → Service → Sales. Reward the right moves. People do what gets rewarded.

Wins to Look For

20%

Profit Margin

$1M+

Per Sales Tech

Calm growth. Happy team. Systems that work without you babysitting them.

Move Up When...

  • Data is clean. Meetings are short
  • Leaders coach. People level up
  • Profit stays consistent month to month

The $1M Leads Roadmap

For Electricians

LEADS ROADMAP - Level A: Fast Wins

Facebook (free)

Share your story. Post work pics. Ask friends to share. Social proof builds trust.

Google Business Profile + Simple Site

Be easy to find. Chase reviews. First page of Google is prime real estate.


04

Google Local Service Ads (LSA)

Pay per call. Set scripts. Book fast. Google sends you qualified leads.

Lead Sites (Angi, Thumbtack, etc.)

Speed to lead wins. Follow up fast and often.

Meta Ads (paid)

Use simple offers. Also helps hiring. Test small, scale what works.

07

LEADS ROADMAP - Level B: Turn It Up

Once you've mastered Level A, it's time to scale up your lead generation efforts.

Level B: Turn It Up

1

Outbound to Your List (free)

Email + text + call past clients. Ask how you can help. Your past customers are gold.

2

Good Neighbor Moves

Door hangers around each job. Be 5-mile famous. Work spreads in neighborhoods.

3

SEO (long game)

Service pages that match searches. Takes time but lasts forever.

4

Google PPC (advanced)

Only with strong budget + great pages. Easy to waste money here.

5

Fix the Bottlenecks

Reply in 10 minutes. Try 10 times. Raise booking rate before raising spend.

6

Duplicate What Works

New service area. New office. Same play. Copy success, don't reinvent it.

One-Page Checklists

Success comes from doing simple things every day. Make these habits automatic.

Daily

  • Smile on calls
  • 6 options every visit
  • Notes + photos in jobs
  • Ask for reviews

The small daily wins build the big monthly results.

Weekly

  • Check KPIs (book, close, ticket)
  • Train one small skill
  • Fix one bottleneck

Weekly reviews keep you on track before problems get big.

Monthly

  • Offer audit (words, proof, wins)
  • Service audit (calls, follow-up)
  • Leads audit (cut, improve, scale, new)
  • Celebrate a team win

Monthly deep dives find the big opportunities for next month.

Don't try to do everything perfect. Try to do everything consistent. Perfect is the enemy of done, and done beats perfect every time.

Your Next Best Step (Pick One)

Don't get overwhelmed by all the steps. Just pick your level and take the very next step. One step at a time builds the whole staircase.

New

Set SSR and write your 6-option menu.

Stop guessing on price. Stop losing jobs to "I need to think about it." Give them choices and let them choose their budget.

Hustler

Finish SOPs and train your CSR.

Get yourself off the phone and onto higher-value work. Systems run businesses, not people. Build the system once, use it forever.

All-Star

Do a sales + office audit with call reviews.

Find the exact words that win deals and lose deals. Coach with facts, not feelings. Small tweaks at this level create huge results.

Want Help?

We coach this plan every day. Book a call and we'll map your next level together.

You've got the roadmap. You know the steps. But sometimes it helps to have someone who's walked the path before show you the shortcuts and help you avoid the pitfalls.

We've helped hundreds of electrical contractors go from startup to 7-Figure run rates and beyond. We even helped a $12M Electrical contractor gor from NO PROFIT to 15% profit through service focus in just 12 months. We know what works, what doesn't, and what works fastest.

You don't need to leap ten steps. You just need the next one.

The difference between dreaming and doing is taking action. The difference between trying and succeeding is having a guide who's been there before.

Book Your Call