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July 19, 2024
Ep 322 - From $400 Calls to 10k Sales Brian Penfold’s Secrets to 3x Sales in 1 Year
Ever wondered how strategic change can rejuvenate a longstanding family business? Join us as Brian Penfold shares his extraordinary journey from working maintenance at Toronto Pearson Airport to revolutionizing his father’s electrical business. You'll learn how Brian's strategic decisions, such as offering premium service options, nearly tripled the business revenue in just one year. From modest jobs to high-value projects, Brian recounts the emotional highs and the pride of earning his father's support along the way.
Discover the power of modernizing sales strategies in transforming a business. Brian tells how moving away from outdated practices, like emailed quotes, to a structured approach made a world of difference. He emphasizes the role of continuous education and consistent follow-ups in boosting sales and alleviating personal stress. Brian's story underscores the substantial benefits of hiring a sales technician and implementing a solid sales system, resulting in not only increased revenue but also a newfound sense of control and success.
The episode also highlights the importance of teamwork and delegation in achieving remarkable business growth. Brian shares how involving team members in sales roles can significantly lighten the load for business owners. Through real-life examples, he illustrates how understanding and supporting employees' aspirations can lead to enhanced productivity and personal satisfaction. Brian’s journey from self-doubt to mastering a structured sales system is a testament to the power of confidence, perseverance, and continuous learning. Don’t miss this episode filled with valuable insights and inspiring success stories that could transform your entrepreneurial journey.
Transcript
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Hello, hello, hello, and welcome back to yet another episode of Electricpreneur Secrets, the electrician's podcast, where me and my homie Joe show up with you guys every week to help you master your sales, simplify pricing and deliver premium level electrical service.
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Welcome to your freemium daily coach call from a couple of master electricians with business addictions.
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The cost of admission for you here today is nothing.
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Sit back in the hot seat, take everything we give, just promise to take action, joe.
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We got a special show today, bringing in nothing less than expecting tenfold from Brian Penfold.
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How are you doing, brother?
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Are you excited for this?
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I'm so excited, and for like so many reasons, and one of the reasons is Brian is not only an amazing person, but he's like a great example of what a good student is.
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He comes to class consistently, he asks questions, he does the work and he puts in the grind, and it's always a pleasure having them come, because when you have good people, good things follow.
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So I can't wait to hear the secrets he's going to be sharing.
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Bro, if I can say it, I'm noticing a bit of a trend and a bias to podcast interview guests, and it seems to be you like to invite people that keep showing up and trying real hard to do the thing man.
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And that's the thing you know.
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At the end of the day day, the biggest wins are from the biggest and most consistent activities.
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It's not just doing one big thing once it's.
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I'm willing to do any size thing every single day, consistently, and Brian is one of those guys who does that thing.
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Well, I love it, man.
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I'm super proud of Brian.
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I know you are too.
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Here's the thing On this show, on this interview, brian's going to share some of his electric printer secrets how he's basically 3X'd his revenue in a year Like really close to that.
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He's going to share how he has went from one option emailing it over to growing a team that's making incredible sales on his behalf.
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It over to growing a team that's making incredible sales on his behalf.
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Even right, not only that, but his first platinum, what it was like, how it happened, how he turned an average, what he would have been a 400 ticket, into almost 10k premium service and, of course, a very happy customer who he's still in touch with today.
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And most of all, men.
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Maybe theest thing.
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It's a real tearjerker, but Brian kind of met forces with his dad on this and he really did take over his dad's business and this business has been longstanding in the community and many people are very proud of it.
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But ultimately it doesn't mean that it was always in the best position.
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So Brian tells us how he's fully got his dad's support and even made him proud having more money at the end of the month the month at the end of the money than ever before man.
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I'm so proud of brian and I can't wait to introduce him here.
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You ready for this?
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Let's make it happen, let's go all right.
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Let's bring brian in.
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Let's get it going super pumped to have you here another canadian sensation, if I might add.
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Joe, you're outnumbered brother the northern.
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Listen.
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I like canada better anyway, so it's all good no arguments no arguments despite many people thinking I live in an igloo brian, I think it's actually routinely more cold where you are than where I am.
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It is, yeah, I think.
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In the winter it gets down to minus 25 some days.
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That's Celsius, joe, don't get any crazy ideas Celsius.
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I was going to say negative 25 Celsius.
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My first thought was, like well, a cold weather kit would still help with that, because that covers down to negative 50.
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But I'm pretty sure negative 25 Celsius, you're getting pretty damn close.
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Yeah, yeah, it's cold, man.
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Where I used to live, it would get to like minus 40.
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But I was pretty far north.
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I'm not there anymore, I'm closer to Vancouver now.
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Mostly just rain here.
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Anyways, brian, thanks for coming on.
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Brother, I am super pumped.
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We've been anticipating this interview for a while and I really would love to hear how and why you got started in the trade in the first place.
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What brings you here?
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So I got started in the trade, like a lot of other people.
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My father was an electrician.
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He had a business for a long time, since 1978.
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So I followed in his footsteps.
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I did my whole apprenticeship through my father and then things started to really kind of slow down.
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So I went elsewhere, took a few years somewhere else.
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It ended up not working out somewhere else and I ended up going to um Toronto Pearson at the airport there.
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Oh, really, you worked at the airport for a while.
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I worked at the airport for a year and a half doing maintenance on the out um, the exterior buildings there, not anything inside.
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But we had the contract for the outside and it was shift work so we would do like seven on and seven off and I'm just not the type of guy to sit around.
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So I said, hey, dad, like company's still open, why don't I try and go make, make some money on the side?
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Right, he was.
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I mean at this at this time my father would have been earlys so he was not doing much with it, just kept it open, because so I would go out and work seven days at the airport, so 712s, and then I would go out on my seven days off and I would work to try and establish the company as well.
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So that's where I really I got started with everything.
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That's where I really I got started with everything and then, if you guys remember, those 737s being grounded due to the improper navigation.
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So when those got grounded, Pearson took quite the hit financially and they did a bunch of layoffs and because we were bottom of the totem pole, we essentially got laid off.
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Lucky for me is I had already been doing this for about a year and I, you know, developed relationships with clients working so much that I was actually able to transition to the business fairly smoothly.
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Nice.
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We'll just call a quick timeout about that because, like the amount of foresight that happened, there may not even have been foresight.
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It was simply you were working seven days a week and instead of saying I'm going to have a nice relaxing seven days or do your own personal work or like manage your household, it was like how can I work more?
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Then started, continued on expanding a business and then was the thought like hey, is this like a safety net, like what made you decide to just go out and do it?
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Well, one of the reasons would be because I just can't sit at home.
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I'm not that personality.
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I have to be constantly doing things.
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The second would be I just had my first son at the time and I wanted to make sure that we were financially stable as well.
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I did actually take a bit of a pay cut to go to Pearson, but I thought, well, let me experience this.
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So I did take a bit of a pay cut there and I needed to bridge the gap a little bit to make a little bit more money.
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But, yeah, those would have been the two reasons I was doing it.
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And then I also had the vision that we all have I did want to one day grow the company and make it into something, something great.
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So I, I, I do.
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Pearson wasn't my long-term plan.
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I was eventually going to switch over, anyways, but it was, yeah, just putting in the time and the effort to do that.
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You mentioned bridging the gap.
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There's a gap in my head, but it was just putting in the time and the effort to do that.
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You mentioned bridging the gap.
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There's a gap in my head, Brian, that I need you to bridge and I'm going to admit it's in part childish here, but I've always wondered when I saw other tradies at the airports what is security really like for you to get your tool pouch in to the secure side of the airport?
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So you have what's called a rake.
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It's spelled R-A-I-C and you have to go through extensive security in order to get this rake that we had.
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It's like a little card and you would scan it and you were able to bring in tools that might be considered a weapon because it was for maintenance purposes or construction purposes.
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Tradesmen are allowed to carry these items around.
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Crazy, crazy.
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They would check your lunch too, I'd imagine no.
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Because I can't bring a sandwich into a plane.
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They wouldn't check your lunch.
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Most of the time we were just buying it because there's places everywhere.
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That's a lot of crap food.
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I wish they gave you some sort of allotment, because then also you need to have dietary concerns put in consideration.
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But I think it's really cool.
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We actually did stuff at ibm once where they went through every single tool and every single like literally and like different things how many wire nuts.
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So I didn't know if it was that stringent no, not to that extent.
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That's awesome and anyway, good share.
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So you, you jump back into your dad's company, really the family company.
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Now I would rather say it's.
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It's yours now, right.
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So me and my dad still we, I still maintain a 50, 50 ownership with him just for, um, you know uh, liability purposes and a few other purposes as well.
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Is he?
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active.
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No, he will, you know in the office he's, he's active.
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He likes to um, make sure things are paid and he likes to keep an eye on the bank accounts, make sure there's no funny business going on.
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I it's actually funny.
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I did have him working with me a month and a half ago for two days and he actually he's actually able to do it.
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I mean he's in days and he actually he was actually able to do it.
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I mean, he's in his early eighties now and he was actually able to still put on plugs, receptacles, hang lights.
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I was, I was surprised.
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You know it's amazing.
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It's like any of us who had parents or grandparents in the trades, like I remember my grandfather was a machinist and the other was a welder and it's insane how much these skills transfer even though you don't use them in years.
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It's like 40 years go by and you're like, oh yeah, I can still do that and you hop back into it and it's like riding a bike.
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It's really amazing exactly, it's exactly, it was like did?
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were the clients concerned at all when you brought an 80 year old to work?
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no, no, no, they weren't.
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I just said like, look, this is my dad, he wants to give me a hand with the project.
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He's, he's adamant, he wants to give me a hand, like I don't even have a choice.
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But yeah, no though.
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Yeah, they were fine, they were, they were fine with it, um, and he actually did a really good job, helped us stay on time.
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It was like, and it was nice to work with them because it brought back some nostalgia memories from when I was working with them as an apprentice.
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So like that was also like really nice too awesome, brian.
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What's your dad's name?
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Again?
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It's trevor trevor.
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Well, trevor, if you're listening to this, all the respect in the world, man, I hope at 80 I could still even do half of what it sounds like you did with Brian the other day.
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So thank you for that.
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That's awesome.
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What a testament to a great electrician years and years later.
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I'll send him the podcast, I'll send him this one so he can listen to it.
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Awesome, awesome man Love it.
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So one of the things you had said prior to the interview was that you know, jumping ahead really to your accomplishments, you made this year what took you three years before to make?
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Yes, yes, it's true, that's a big statement, so can you walk us through?
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What do you think were the kind of roadblocks that you were facing before that were limiting you from where you are now?
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Yeah, the roadblock, the roadblocks I was facing before is I was just like a lot of guys out there.
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I was going in um, quoting the job um, emailing it over, giving them one option Like this is you know, this is it take it or leave it?
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And then praying, hoping and praying that I would get a response, that I, that I got the job Um, and it was just when I look back at it, it was just such an inefficient and like not the right way of doing things did that ever keep you up.
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No, go ahead, joe I'm sorry.
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I'm like I'm all for faith, don't get me wrong, but there's a certain thing you have to focus on, which is if you're only making it happen by accident or by luck.
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It's hard to bet on luck and it's hard to scale with luck, so it's like you might've connected with one person, they might've wanted it done, and it's a lot of mites.
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So I'm glad that you changed your process.
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Yeah, or the better, much better.
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Can we dive a bit deeper on this Because I don't think this one gets enough attention.
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Brian and Joe, that whole email it over one option you know that's the ultimatum Like.
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Do you remember, brian, why, like why you would choose that path each time?
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Do you remember those days and kind of what was the point of just emailing it over?
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Yeah, it's something you guys talk a lot about before is we're tradesmen, we're not businessmen.
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No one told us how to do this stuff.
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We just kind of take information from previous employers or take information from what we've heard online on how to do things and try and do it ourselves.
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But if we don't have any education in business or or anything really related to that for that matter, it would say it's a difficult way of doing things when you're not educated do you remember the?
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feeling of waiting for a reply after you emailed it, emailed it over I'm stumbling on my words here I feel like sometimes I can recall it felt like days would go by and you have that lay awake at night.
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Feeling of like do I call again, do I text, do I email again, especially on the larger jobs.
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I would be concerned whether you know if I'd get this job or not.
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How am I going to keep my guy busy?
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I would have that fear for sure.
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And then even I wouldn't.
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I wouldn't even follow up but be like, well, if they wanted, if they wanted me to do the job, they would let me know.
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I would think that was my style of thinking before too.
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That's so wild to think about as well, because, like they say, like the fortune is in the follow-up and the thought of well, one we weren't presenting, we were only emailing it, we weren't offering options, we're only giving one choice.
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Then we were literally it's just called a spray and pray.
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I'm going to send out a bunch of estimates and I'm going to pray that someone takes one of them, but then we didn't even follow up on those that, like, looking back at it, it almost seems like you're looking at a darker past.
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How does it feel being from there to here?
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Like how much different does it feel?
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It's night and day.
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It's just a way different feeling.
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I thought I feel like I have more control over my company Now.
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I have more control over things I didn't have control over before.
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It's just.
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It's like I said, it's such a huge difference and I can only thank you guys for that.
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We're honored to have you as a student and honestly, I want to actually give you a shout out on this one.
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I wasn't planning on announcing it, but I just want to say one of the reasons why I love working with you so much is you do come to class consistently but unlike unlike what you consider a bad student you don't just come in and say I'm just going to sit back and do something else and have my screen off and not actually pay attention.
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Every single time you're there, videos on notes are out, audio is on and anytime I say does anyone have a question, you're always the first one to raise your hand.
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The reason why I love that so much and why I wanted to give you praise for it is because you're taking the knowledge and you're applying it to your life on a daily basis.
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That is what's creating this insane amount of consistency.
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You can't just do something once and have it absorbed as a habit.
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It's the continuous mental exercise of making this your new way of being, and I just wanted to personally thank you and say I am so proud of what you've accomplished, both mentally, financially and business-wise.
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You're really a great person.
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I'm honored to be your coach.
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Thanks, joe.
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You're welcome brother.
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I love seeing your team in too.
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We were talking about it before and your CSR was showing up.
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Which congratulations again on pulling the trigger on the CSR, and you have someone selling for you now too.
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Is that right?
00:16:39.765 --> 00:16:42.908
Yes, I do have a sales tech out now selling for me.
00:16:43.769 --> 00:16:46.250
Awesome and it sounded like before the show you were sharing.
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A few of his kind of recent wins had an uptick in the last two weeks.
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That basically was like 50 of his sales just unlocked all of a sudden.
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Is what does it feel like to have someone now doing that for you where it used to always have to be you?
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that's a big one again.
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Yeah, night and day, just the relief of me not having to go and sell everything, and it's just yes, it's hard to explain, but it's a really a relieving feeling, and I just couldn't be happier at this point because now I've got something where you know even the guy is doing it, now he can do it.
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I mean, I can do it, like anyone can do it, like it's not difficult, it's you know, there's there are a few hiccups in the beginning, of course, but that's just like when you learn anything, but it's just such an easy process to now hand it off to someone and they can, okay, like just do it themselves and report you back the wins that they're getting, and it's just just it's.
00:17:52.423 --> 00:17:59.269
It's an amazing feeling to be able to now delegate sales, whereas before I didn't even think that was possible.
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I thought like it was going to be me in sales, even with like 10, 15 guys.
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It would always be me.
00:18:04.484 --> 00:18:08.683
So this is just like a, an eyeopening feeling.
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It's just a crazy experience that now I'm actually having someone out there selling for me and doing it successfully.
00:18:15.654 --> 00:18:38.144
You know I'm sure there's a business owner out there who's in a similar situation to you, but just a little bit before, and I want to kind of speak to that and maybe you can help in that regard when you were doing it all by yourself, did you often have to feel like everyone's back was on yours, like you had to provide for your employees, you had to provide for their families, your family?
00:18:38.144 --> 00:18:39.105
Did you share that feeling?
00:18:41.248 --> 00:18:43.550
No, it's just that's right, joe.
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I mean you feel like you're carrying a thousand pounds on you all the time when you've got all these responsibilities of having to make sure food is on the table, not for just yourself but also for your employees.
00:18:54.362 --> 00:18:59.347
But now that I've got me selling and Colton selling, it's just.
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It's it's way different where it's like I'm able to take so much weight off of my back.
00:19:06.652 --> 00:19:14.218
So much pressure has taken off me and now I can kind of step back and, you know, work on the business a little bit more, rather than in the business.
00:19:15.240 --> 00:19:16.261
You know something so cool.
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If we can create a visual here is almost like imagine a team of horses.
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You can have one horse pulling the cart and the cart could get pretty heavy, but the horse has to have its own motivation to move forward.
00:19:27.064 --> 00:19:41.438
But if you take a team of horses even just two, and you put them side by side or even one a little bit in the head, the motivation of each other and the continued momentum of a lighter load allows them to do significantly more with less energy output.
00:19:41.438 --> 00:19:55.496
And I feel like that's what's happening in your company, because you were strapped to everything, Every yoke was on you, attached to every load, and all you did was simply say I'm building a cart, Everything's going to go in the cart.
00:19:55.496 --> 00:20:00.597
I'm going to have a second horse pull with me and I can't stress how proud of you I am for pulling that off.
00:20:02.303 --> 00:20:13.417
Yeah, and if there's one thing I would say to another business owner who's going through the same thing as me, who does have techs out there, I would just give your tech the opportunity.
00:20:13.417 --> 00:20:20.602
Just pull them aside one day and say, hey, look, do you want to get into more of a service tech, sales tech role?
00:20:20.602 --> 00:20:27.868
And then if they do want to do it, it's such a teachable process that they can go and start doing it themselves.
00:20:27.868 --> 00:20:31.244
In the worst case, they just say, no, I want to be an installer.
00:20:31.244 --> 00:20:36.247
Okay, then you just ask someone else if they want to take on that role.
00:20:36.247 --> 00:20:39.484
And again, it's such an easy process.
00:20:41.699 --> 00:20:47.767
He's doing so well and, to be honest, I never thought he would want to do this.
00:20:47.767 --> 00:20:52.326
I mean, I thought he was just some installer who wanted to put in his nine to five and go home.
00:20:52.326 --> 00:20:56.306
So when he said he wanted to do it, I was shocked, to be honest.
00:20:56.306 --> 00:21:02.184
And now he's excelling with it and it's taken all this pressure off me, like we were just saying.
00:21:02.184 --> 00:21:12.405
I can't stress it enough Like if you've got techs in the field that are just installers, reach out to them and just say, look, do you want to get into a more involved sales role?
00:21:15.234 --> 00:21:17.116
You won't be sorry that you did that.
00:21:17.116 --> 00:21:18.018
That's really powerful.
00:21:18.018 --> 00:21:19.077
You know what?
00:21:19.077 --> 00:21:23.021
No one's ever said that on this show before, I think, other than we may have touched on it before.
00:21:23.021 --> 00:21:30.828
But like in a client interview, brian, you just hit something so important and it's really about understanding what your staff want.
00:21:30.828 --> 00:21:40.141
Having that journey laid out, I always encourage people like keep a journal of these things, of these conversations, of these notes, because you can't remember everything.
00:21:40.141 --> 00:21:42.897
You've got the business, you've got your staff, you've got your leadership.
00:21:42.897 --> 00:21:45.865
You still have your family and friends and home life.
00:21:45.865 --> 00:21:52.657
There's too much to remember, but if you'll keep track of what your employees want, then you can help them achieve that.
00:21:52.657 --> 00:21:57.603
That's a win-win-win Business wins, your client wins and you can help them achieve that.
00:21:57.603 --> 00:21:59.565
And that's a win, win, win Business wins, your client wins and you win.
00:21:59.565 --> 00:22:01.747
I mean it's just awesome that you brought that up.
00:22:01.747 --> 00:22:03.268
Let me ask you a question.
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