For trade business owners sick of being haggled
It was never your prices.
It was who you let in.Learn how to attract better customers.
Bad customers are not bad luck. They are what a business attracts when nothing in it filters them out.
9,000+ trade business owners trained
You are not the only one
1 in 4
of the coaching calls we can read from the last five months has a price fight, an unpaid invoice or a bad customer in it.
“You are too expensive. Well, I am not. I do not know how I am expensive, you know?”
“We always get the, oh, while you are here, can you just, you know, do that?”
123 of 442 coaching calls with readable transcripts, 26 March to 26 August 2026. Quoted with every identifying detail removed.
The thing nobody tells you
You are not too expensive
First you think the price is wrong. So you sharpen it.
Then the margin goes. So you push the crew harder.
Then the good ones leave. And now you are certain it is you.
It was never any of those.
A trade business gets the customers its marketing invites, its quoting lets through and its terms tolerate. Every one of them was let in by something, and every one of those things is a decision you can change.
“Do not feel like you are too expensive because of that.”
The Academy is at full capacity. Joining the waitlist costs nothing.
What it is actually costing
The discount is the smallest part
The discount
Sharpened to win it. Then the variations you never charged for, then the hours going back to argue.
The sixty day wait
Your invoice sits out at sixty days. Your suppliers want thirty. You fund the gap.
The job you could not take
Still tied up on a bad one. This never shows in your accounts, and it is usually the bigger number.
Your best people
Nobody good stays to be spoken to like that, or on a crew pushed to make up margin given away at the quote.
What changes
A business that attracts the other kind
A customer you chose
Who you are for and who you are not for. Written down, and used to say no.
A price that holds
Built off your real numbers, and presented so it is not a line item to argue with.
Terms that get you paid
Deposits, progress claims, a signed scope. Used every time, so it is a system and not a confrontation.
A business that runs without you
Work comes in without you chasing it, and jobs run without every problem reaching your phone.
“I think you could tell they wanted cheap.”
He worked that out on a coaching call, after a year certain his prices were the problem. What changed was not the price. It was that his business stopped going looking for those customers.
Proof it changes
Owners who used to be where you are. Not any more.
Real members, real names, on the record.
“Whatever came through the door we did, good, bad, ugly. We've grown to a point where we're winning 100k to 600k projects. However much effort you put into the Academy you'll get back.”
4.9 from 123 Google reviews, and 9,000+ trade business owners trained across Australia and New Zealand.
Individual results. Where a member is quoted, it is in their own words. What any owner gets out of this depends on their business and the work they put in, and any cost or saving named here is an example rather than a quote for your business. Results vary.
Greg interviews the owners who fit when a place opens.
The interview
When a place opens, you talk to Greg
Greg Allan built his own trade business, and he interviews every owner himself. It's about you: where you want the business to go, and what's in the way.
Where the business is now, where you want it to be, and the life you want it to give you.
What is actually in the way, and what is capping it.
Which of your customers are costing you money, and what let them in.
The first thing to change, and the order to change it in.
How the Academy's training, programmes and tools would help you do it, and what it costs to join.
Why Greg
You speak to the owner who has already done it.
Greg built Response Electricians in Perth into a 30+ staff business with 1,950+ five-star reviews. A general manager runs it.
He has trained 9,000+ trade business owners across Australia and New Zealand.
He grew a coaching company to 35 staff, a CEO and 15 coaches, then cut it back so every owner deals with him directly.
Most coaching companies hand you to a salesperson, then to a coach who has never run a trade business. Here you get the owner.
The Academy is full because it works, and Greg keeps it small on purpose so every business gets looked at properly, by him. He reads every application himself, interviews the owners who fit and only takes on owners who are building for the right reasons and give back to the group. Join the waitlist and he'll be in touch when a place opens.
Greg Allan
Founder
Built Response Electricians in Perth to 30+ staff and 1,950+ five-star reviews.
A general manager runs it day to day.
9,000+ trade business owners trained across Australia and New Zealand.
What changes for you
The old way. The new way.
More customers meant more people doing the computer work, and more wages nobody invoices.
You stay with your customers and your team. The office stops landing on you.
The old way
More jobs. More paperwork. Less of the owner left.
Most trade businesses grow the same way.
More jobs means more quoting, invoicing, chasing and scheduling.
None of it gets paid for.
So the owner does it at night, after a full day on site.
Or hires an office person to do it.
The office grows. The wages grow. The margin does not.
And the owner is still the one everything waits on.
Where we take you
More work. More profit. More of you left.
The phone rings with the jobs you want, at the price you set.
You grow when you're ready, never faster than the business can carry.
Every job is priced to make money, so the busy months show up in the bank.
The best tradies in your area want to work for you, and they stay.
The chasing, the paperwork and the 9pm admin stop landing on you.
The business runs the day. You pick which parts of it you're in.
Bigger, without the headaches. Getting bigger stops meaning getting busier.
Where you end up
Where we take your business
Not a pep talk. The customers who haggle stop calling, and the ones who value good work start.
You already know which jobs are worth having and which ones cost you money. You've known it for years. What's been missing is a business set up to act on it every time, without you standing at the door saying no.
The phone rings with the work you want
Your marketing speaks to the customers who value good work, so the ones shopping on price go somewhere else before they ever ring you.
A price you don't have to defend
You know what a job makes before you say yes to it, so you stop sharpening the pencil to win work that loses money.
A crew that isn't carrying your discounts
Nobody's pushed to make up margin you gave away at the quote, so the good ones stay.
The charge out rate calculator
Work out the rate that actually holds your margin, free, on this site. The owners who get haggled hardest are usually the ones quoting a number they picked rather than one they worked out.
Take a lookBefore you apply
Who the Academy is for
Apply if
- You are turning over $10k a month or more and still getting haggled on price
- The jobs you dread are the ones you keep saying yes to
- You have dropped your price to win work and watched the margin disappear
- You are starting to think the problem might be you
- You want a business that attracts better work, not just better arguments about price
Give it a miss if
- You are under $10k a month, in which case the free app is the better start
- You compete on price and plan to keep doing so
- You want more leads of exactly the same kind
- You are not willing to change your marketing or your quoting
Straight answers
What owners ask before they apply
Will Greg talk about joining the Academy?
Yes. When a place opens, Greg interviews the owners who look like the right fit, and he talks openly about how the Academy's training, programmes and tools would help and what it costs to join, because that is the point of it. Joining the waitlist costs nothing and there is no obligation.
What actually happens when I put my email in?
The waitlist form opens with your email already in it. A few quick questions about the business and you are on the list. No card.
Who will I be talking to?
Greg Allan, himself. He built his own trade business and has trained 9,000+ tradies. Most coaching companies put you through a salesperson first. Here you talk to Greg, and if you are accepted you work with Greg, live every week, alongside other owners. The Academy is at full capacity, so every new owner starts on the waitlist.
I have tried a business coach before and it went nowhere.
Most owners Greg speaks to have. The difference here is that you work with Greg directly, not a coach who has never run a trade business, and 9,000+ owners have been through the training.
I am flat out. Is this really going to be worth it?
Inside the Academy you work out which of your customers are costing you money, what let them in, and the first thing to change. The application takes about ten minutes.
Learn how to attract better customers.
The Academy is at full capacity. Join the waitlist and when a place opens, Greg interviews the owners who look like the right fit. It costs nothing to join.
Turning over under $10k a month? Start with the free app instead. It costs nothing.
P.S.
You are not too expensive and your crew is not the problem. A business gets the customers its marketing invites, its quoting lets through and its terms tolerate, and every one of those is a decision rather than your character. Another year of the same customers costs more than fixing it does. Joining the waitlist costs nothing.