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.

Big idea: Hard plans beat hard work
Keep it simple. Do it every day. Success comes from doing the right things over and over, not from working harder on the wrong things.
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."

Your Goal
Sell simple. Serve great. Book more.
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."

Your Goal
Make it run without you. Grow tickets. Grow team.
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

Track ROAS: Spend $1 → Make $10 is the goal.
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.

Remember: Progress beats perfection
You don't need to get it perfect on the first try. You just need to get it started, then make it better each day. The best businesses are built by people who started before they were ready.
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.
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