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.”
Thirty minutes, one on one. It 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 were here, and 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.
No cost, no card, and you are not obliged to buy anything.
The AI Coaching Call
Thirty minutes, one on one
With a trade business coach who has run one. Not a webinar.
Where the business is now, and what is actually 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 our training, programs and tools would help you do it. It costs nothing and you are not obliged to buy anything. For owners over $10k a month.
Who you will be talking to
A trade business owner takes the call
One on one with a coach who has built and run a trade business. Fourteen specialist coaches sit behind them.
Greg Allan
Founder
National Electrician of the Year in 2017 and 2024. Built Response Electricians into a Service Business of the Year winner, four years running.
Josh Graham
Lead Coach
Built and sold two electrical businesses with 100+ staff. Business strategy, operations and hiring at scale.
Jack May
Lead Coach
20+ years carpentry. People management, quoting systems and strategic planning for trade owners.
Aaron Pacheco
Accounting
Translating finance into plain English. Cash flow, profitability and financial confidence.
How we help
What we actually do about it
Not a pep talk. You build the marketing, the filters and the agents that change who calls you, and you own every one of them.
You already know which jobs are worth having and which ones cost you money. Knowing that is the hard part of building a system, and you have known it for years. What used to sit between you and a system that acted on it was code. That part is gone. You describe it in plain English and it gets built.
Six phases, 48 build steps
In order, so nothing is guesswork. You set up agentic AI in your business first, then build the agent that filters the work, then put your own numbers behind it.
Take a lookJob qualification checklist, and the margin rule behind it
Two of the 253 published systems, filed against the seat that owns them: the checklist that sorts an enquiry before you drive to it, and the minimum margin and discount authority that stops the haggle. Each one arrives with its prompt already written.
Take a lookYour AI reads your own business
The connection that lets what you build reach your own jobs, quotes and numbers. That is the difference between general advice and an answer about your business.
Take a lookThe lessons on getting better work
Thirteen lessons on marketing and getting leads, eight on sales and client relationships. Why cheap prices trap you with the wrong customers, and how to stop sounding like every other tradie.
Take a lookThe 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 lookLive sessions every week
Business Foundations with Greg Allan, live, weekly, with the AI systems built in the room and dropped into a library you keep. Fourteen specialist coaches behind it.
Take a lookBefore you book
Who this call is for
Book it 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 and it already includes a coaching session
- 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 people ask before they book
Is this a sales call?
It is a coaching call and we do talk about how our training, programs and tools would help, because that is the point of us. It costs nothing, there is no obligation, and you will get a straight read on your business either way.
What actually happens when I put my email in?
The calendar loads and you pick a time that suits. It takes about thirty seconds and there is no card and no form to fill out first.
How long is it and who will I be talking to?
Thirty minutes, one on one, on a video call with a trade business coach who has built and run a trade business. Not a webinar. Fourteen specialist coaches sit behind them.
I have tried a business coach before and it went nowhere.
Most owners we speak to have. The difference here is that everything is built specifically for trade businesses, by people who have run them, and 9,000+ owners have been through it.
I am flat out. Is thirty minutes really going to be worth it?
You will leave knowing which of your customers are costing you money, what let them in, and the first thing to change. If that is not worth thirty minutes, do not book it.
Learn how to attract better customers.
Pick a time. Thirty minutes, no cost, and you will leave knowing what to change first.
Turning over under $10k a month? Start with the free app instead. It costs nothing and it already includes a complimentary coaching session.
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 thirty minutes does. It costs nothing and you can pick a time now.