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Why do specialist electricians get paid more! | 169 · Simplified Sparky Marketing

• 0:00
  SPEAKER_00: Electricians, I'm not telling you to go niche, I'm not recommending you to go niche, I am fucking begging you to go niche, and I'm gonna tell you a little story why I think you should go niche.
• 0:08
  SPEAKER_00: A few weeks ago, my wife and I went back to Ireland for our annual trip.
• 0:10
  SPEAKER_00: We usually tend to go for about a month to six weeks.
• 0:12
  SPEAKER_00: This time we went for five weeks, and what we did was we broke in between and we went to France for a week.
• 0:17
  SPEAKER_00: We did three days in Paris, four days in Nice, and it was fucking fantastic.
• 0:20
  SPEAKER_00: Before we crack open the spot of French wine, I like to speak about niche.
• 0:23
  SPEAKER_00: My niche is electrical businesses.
• 0:25
  SPEAKER_00: I work with electrical businesses just like you inside my mentorship.
• 0:28
  SPEAKER_00: It is limited to 41 spots because I hate chaotic spaces.
• 0:31
  SPEAKER_00: If you're interested, check out the links below.
• 0:33
  SPEAKER_00: Back to France.
• 0:34
  SPEAKER_00: Now on our trip to Paris, what we did, my wife got sucked into TikTok.
• 0:38
  SPEAKER_00: Went down a rabbit hole of the best places to eat, the types of foods you need to eat when you're on this trip.
• 0:43
  SPEAKER_00: Where we ended up was this restaurant.
• 0:45
  SPEAKER_00: I can't pronounce it, I'll pop it up here somewhere in France, and it's extremely popular.
• 0:49
  SPEAKER_00: And the reason it is popular is because it specializes, it niches, in steak frites.
• 0:54
  SPEAKER_00: Do not get fooled by the fancy name.
• 0:56
  SPEAKER_00: It is literally steak, chips, and laced in sauce, which is delicious.
• 1:00
  SPEAKER_00: Now we had gone to a place about two days before that that was midly popular as well, but it was a mixed bag, had all the crazy French stuff in there.
• 1:06
  SPEAKER_00: Snails, frogs' legs, steak frites, all that kind of stuff.
• 1:10
  SPEAKER_00: I went for steak frites because I'm a basic person.
• 1:12
  SPEAKER_00: It was nice, but it wasn't amazing.
• 1:14
  SPEAKER_00: So we said we'd give it one last crack to see if it actually was what it lived up to.
• 1:17
  SPEAKER_00: We found this place on TikTok.
• 1:19
  SPEAKER_00: My wife went down this rabbit hole, found this place, and apparently it was the best place you can go to in Paris.
• 1:25
  SPEAKER_00: We walked there for about 20 minutes, we queued there for about 30 minutes, we got to the top of the queue, we were greeted by a lovely French lady, she brought us in, brought us to the table, sat us down, and I stared at a blank table with a little sheet over it that they dispose of once you finish.
• 1:40
  SPEAKER_00: I looked at my wife and I said, Where the fuck is the menu?
• 1:42
  SPEAKER_00: She said, I don't know.
• 1:44
  SPEAKER_00: They'll probably bring it out.
• 1:45
  SPEAKER_00: So five minutes later, waiter comes over, super busy place, everyone's talking into their steak and chips.
• 1:50
  SPEAKER_00: She comes over and she says, How would you like your steak cooked?
• 1:54
  SPEAKER_00: No menu, no nothing.
• 1:55
  SPEAKER_00: That was the one question that she asked.
• 1:57
  SPEAKER_00: And I said, Medium.
• 1:58
  SPEAKER_00: She said, Would you like drinks?
• 1:59
  SPEAKER_00: I said, Fucking ride 'em on holidays out of a Heineken.
• 2:01
  SPEAKER_00: I didn't say that, I said politely.
• 2:02
  SPEAKER_00: So she went off to the kitchen, did her thing, came back out five, ten minutes later with the steak.
• 2:10
  SPEAKER_00: They have these massive bowls of chips which they bring around and they lamp it on your plate.
• 2:14
  SPEAKER_00: So basically you get your steak as you cook it, or as you'd like it cooked, and then you get your chips on top of it.
• 2:19
  SPEAKER_00: And once you finish that plate, now this is a little gag that psychologically feels like you're getting a good deal, but it's not really a good deal.
• 2:25
  SPEAKER_00: You've got a small little plate in there, and they will fill it up with chips, steak.
• 2:30
  SPEAKER_00: Once you finish, they'll come around and give you seconds.
• 2:32
  SPEAKER_00: It seems like you're getting seconds, but you're essentially just getting a pretty average-sized meal on smaller plates.
• 2:37
  SPEAKER_00: I like it though, it's a good psychological trick.
• 2:39
  SPEAKER_00: There wasn't even a good selection of desserts in there.
• 2:42
  SPEAKER_00: Desserts aren't their thing.
• 2:44
  SPEAKER_00: The moral of the story is, and what got me thinking about this place is how simplistic this business is.
• 2:49
  SPEAKER_00: And this is what I love.
• 2:50
  SPEAKER_00: If there's anything I love about electrical businesses, it's people that go niche or people that go so deep in niche that it's such a boring, basic business, it's a profitable basic business.
• 3:00
  SPEAKER_00: And that is the dream.
• 3:01
  SPEAKER_00: Something that is well oiled, something that you know, love, and is making you money in your electrical business.
• 3:08
  SPEAKER_00: That is exactly what I love to do.
• 3:09
  SPEAKER_00: Electricians that are afraid to hyper niche.
• 3:11
  SPEAKER_00: I am going to change your mind in the next few minutes of why I believe you should be hyper-niching.
• 3:16
  SPEAKER_00: Now, I had an electrician reach out to me a few months ago, came to me with a fantastic idea about outdoor lighting.
• 3:22
  SPEAKER_00: Now, it was it could be garden lighting, it could be outdoor entertainment lighting.
• 3:25
  SPEAKER_00: Let's just go on that category.
• 3:26
  SPEAKER_00: And you will be watching this video.
• 3:28
  SPEAKER_00: Now, that person was, I believe, talked out of hyper niching with the fear of losing out on meter box relocation, switchboard upgrades, RCBOs, surge protectors, smoke alarm, stuff like that.
• 3:40
  SPEAKER_00: I believe that that fear was embedded that if you do that type of particular work, you will not get the rest of the cream on the job.
• 3:48
  SPEAKER_00: With the hyper niche, I think this is one of the coolest niches that I've seen that I would have loved to be a part of.
• 3:54
  SPEAKER_00: And what it is is outdoor lighting, outdoor lighting, entertainment lighting.
• 3:58
  SPEAKER_00: Now, when I get these ideas come across my table, my cogs start moving.
• 4:02
  SPEAKER_00: This is what makes me tick is the ideation and the thought up of what the process is going to be.
• 4:09
  SPEAKER_00: What are we going to name the company?
• 4:11
  SPEAKER_00: What are we going to sell as part of the package?
• 4:14
  SPEAKER_00: Who are we going to approach to do this?
• 4:16
  SPEAKER_00: Is it going to be high-end homes?
• 4:17
  SPEAKER_00: Is it going to be mums and dads?
• 4:19
  SPEAKER_00: Is it going to be corporate?
• 4:20
  SPEAKER_00: Is it going to be specialized outdoor designing companies that you approach to do this lighting?
• 4:25
  SPEAKER_00: So this is where my head is going.
• 4:27
  SPEAKER_00: And we had a bit of back and forth, and that person has decided just to go up residential service and maintenance with the fear of losing out network.
• 4:34
  SPEAKER_00: Now let's break this down.
• 4:35
  SPEAKER_00: The first thing I'll be doing with this is your market research.
• 4:37
  SPEAKER_00: Now I know that this doesn't require much market research because I know this is going to be a go.
• 4:41
  SPEAKER_00: I know that people are out there that love their outdoor entertainment areas and our gardens and want them lit up to show off, show their neighbors, show their friends, and entertain their friends in their lovely lit up new area.
• 4:52
  SPEAKER_00: I know that there's a market for this.
• 4:54
  SPEAKER_00: However, a lot of electricians start businesses with solutions for problems that don't exist, and that is the biggest mistake you can make.
• 5:01
  SPEAKER_00: Because you can spend thousands of dollars on a company, set it all up, and then you realize you fucked up and you shouldn't have done that without your market research.
• 5:07
  SPEAKER_00: I know this is going to work 100%.
• 5:09
  SPEAKER_00: But check out your competitors.
• 5:11
  SPEAKER_00: Who's doing it?
• 5:12
  SPEAKER_00: What are they doing good?
• 5:13
  SPEAKER_00: What are they doing bad?
• 5:14
  SPEAKER_00: What can you capitalize on?
• 5:15
  SPEAKER_00: Go to their reviews, what are their good reviews saying?
• 5:17
  SPEAKER_00: What are they being complimented on?
• 5:19
  SPEAKER_00: Utilize that to see where you can actually leverage that.
• 5:23
  SPEAKER_00: Number two, I would get a domain that is fitting to your niche.
• 5:28
  SPEAKER_00: Now, this is where ego needs to get out the door and you actually build your company around the solution to people's problems.
• 5:35
  SPEAKER_00: Now you might have a sentimental thing where you want to call your company a specific name, it might be your second name followed by electrical.
• 5:42
  SPEAKER_00: This is where I think a lot of balls are being dropped, so to speak, and money's being left in the table.
• 5:48
  SPEAKER_00: The reason I say that is let's say, for instance, you call yourself Jones Electrical or something like that.
• 5:53
  SPEAKER_00: Okay?
• 5:54
  SPEAKER_00: Ad pops up, Jones Electrical.
• 5:56
  SPEAKER_00: How about you call yourself the Outdoor Lighting Pros?
• 6:00
  SPEAKER_00: What does that company do?
• 6:01
  SPEAKER_00: I wonder.
• 6:02
  SPEAKER_00: Outdoor lighting.
• 6:03
  SPEAKER_00: It's pretty simplistic.
• 6:04
  SPEAKER_00: Now, what you would do is you would go and you would research the handles, see if they're available on the social media platforms, see if they're available on wherever you buy your domains, do your market research, see if anybody else is using that name, snatch a name that is relevant to your niche.
• 6:20
  SPEAKER_00: And basically that is your new company name, and you run with it.
• 6:24
  SPEAKER_00: You get your branding sorted out, you get all that sorted out.
• 6:27
  SPEAKER_00: Get a new trading name.
• 6:28
  SPEAKER_00: If you have an existing company, I would register a new trading name and just start a brand new branch to do this.
• 6:34
  SPEAKER_00: Now I've had a chat with Ryan.
• 6:36
  SPEAKER_00: I'm going to link his video in at the very end of this video.
• 6:38
  SPEAKER_00: And I chat with him.
• 6:39
  SPEAKER_00: At the time, he hadn't properly kicked off Blackout Protection Sunshine Coast.
• 6:44
  SPEAKER_00: Now he's done exactly this, what I'm speaking about now, and he is absolutely crushing it in the Sunshine Coast.
• 6:50
  SPEAKER_00: And the reason is he followed this process of going hyper hyper niche.
• 6:55
  SPEAKER_00: And it it does exactly what it says in the 10.
• 6:58
  SPEAKER_00: It saves clients with the problem that they have.
• 7:01
  SPEAKER_00: It's a solution to their problem.
• 7:02
  SPEAKER_00: Just like this niche that I believe was left on the table.
• 7:05
  SPEAKER_00: Earlier in this video, I mentioned about the possibility of losing out on money by being too niche or hyper niche.
• 7:10
  SPEAKER_00: Now I think that's a big load of shit.
• 7:12
  SPEAKER_00: And the reason is, let's say hypothetically, you're going out to do Bob's backyard, his garden, he's got a brand new entertainment area.
• 7:18
  SPEAKER_00: You go out there, you cut your strips, your up lights, your downlights, your wall scancels, your powerpoints that are going out the back, perhaps, whatever Bob wants, he gets.
• 7:27
  SPEAKER_00: Now, as you're there, you mentioned to Bob that you're actually a licensed electrician.
• 7:30
  SPEAKER_00: Did you realize this, Bob?
• 7:31
  SPEAKER_00: Bob says, No.
• 7:32
  SPEAKER_00: I actually want X, Y, and Z done as well.
• 7:35
  SPEAKER_00: That opens the door for extra work.
• 7:38
  SPEAKER_00: It's a fucking Trojan horse.
• 7:40
  SPEAKER_00: That's why I love niche so much, is like just because you're niche, it doesn't shut the door to all the other areas.
• 7:46
  SPEAKER_00: So I mean that's where the money is actually doubled up.
• 7:49
  SPEAKER_00: You feel like you're going to lose out of money, but you get the foot in the door with your niche, and then there's a whole new world inside there that you can capitalize on as well.
• 7:56
  SPEAKER_00: Now let's look at your business holistically.
• 7:58
  SPEAKER_00: So we have got our outdoor lighting speciality.
• 8:01
  SPEAKER_00: We have got our pricing set, we have got our quoting set, we have got our handling set, we have got our converting set, we've got our retention set.
• 8:08
  SPEAKER_00: Now we're starting to get busy.
• 8:09
  SPEAKER_00: We need to take on a staff member.
• 8:11
  SPEAKER_00: Do we scale or do we just put up our prices?
• 8:14
  SPEAKER_00: You decide.
• 8:14
  SPEAKER_00: Now, when you scale and you take staff members on, you do not have to teach them how to be a rocket scientist.
• 8:19
  SPEAKER_00: They are literally electricians coming on board.
• 8:21
  SPEAKER_00: You literally have to just tell them how you do specific garden lighting.
• 8:24
  SPEAKER_00: It might just be fucking garden spikes in a garden.
• 8:27
  SPEAKER_00: It might be extremely simplistic for the average electrician.
• 8:30
  SPEAKER_00: That is why, when it comes to staff, onboarding is going to be easy, policies are going to be easy, systems are going to be easy, checklists are going to be easy.
• 8:38
  SPEAKER_00: All of that, when you are when you have a boring, profitable business, it's the best.
• 8:43
  SPEAKER_00: And even if it is boring, if it's making you money, that is the aim of the game with business.
• 8:48
  SPEAKER_00: That is why I think you should niche, and I will die in this hill.
• 8:50
  SPEAKER_00: So often I see electrical businesses trying to be everything to everyone and end up being nothing to no one.
• 8:55
  SPEAKER_00: I think that there is a lot to be said for being a specialist and having a small lean team that's extremely profitable.
• 9:01
  SPEAKER_00: You look at the flip side of that, you've got electrical business and they're doing builder work, they're doing residential work, they're doing a little bit of construction, a little bit of commercial and strata and real estate.
• 9:11
  SPEAKER_00: And the thing is, they have spouts of quiet spells because they've got lots of staff, but then their staff is doing work like real estate, and literally, if you broke down the numbers, if you're sending a tradesman around there, not an apprentice, you're probably breaking even.
• 9:24
  SPEAKER_00: What's the fucking point in that?
• 9:26
  SPEAKER_00: What is the point in having a staff member going around to a job and breaking even?
• 9:30
  SPEAKER_00: Now, if you've mastered your electrical business and you've got all of these different avenues, you're most likely a bad fit for me.
• 9:35
  SPEAKER_00: So I don't care if I've insulted you.
• 9:37
  SPEAKER_00: But I think that it's madness to be busy for the sake of being busy.
• 9:43
  SPEAKER_00: I think that you should be going out to work every day knowing that the bottom line is getting bigger and bigger.
• 9:50
  SPEAKER_00: I think that you shouldn't be going to business going, I think we made money today.
• 9:53
  SPEAKER_00: I think we broke even.
• 9:54
  SPEAKER_00: And I know for a fact there's going to be somebody watching this video in that exact situation where maybe you've got a few staff members and you're just spinning wheels and you are actually looking at this other sector and you're going, if I just did that kind of work, I would make way more money.
• 10:06
  SPEAKER_00: And I could get rid of those three staff members that are absolute pains in my ass.
• 10:09
  SPEAKER_00: And I could use two staff and just do that work and I would make a lot more money.
• 10:13
  SPEAKER_00: And you know what?
• 10:14
  SPEAKER_00: That's what I'm here for.
• 10:15
  SPEAKER_00: And that's why there's links in the description.
• 10:16
  SPEAKER_00: Or a voir.
• 10:17
  SPEAKER_00: Learn at that in France.