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.”
One on one with Greg. 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 chat with Greg
One on one, with Greg
Greg Allan built his own trade business. Anything in yours is on the table. 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 the Academy's training, programmes and tools would help you do it. It costs nothing and you are not obliged to buy anything. For owners over $10k a month.
Why you get me
I built the coaching company everyone else runs. Then I took it apart.
Most coaching companies work the same way. You enquire, you get a salesperson. You sign up, you get a coach who has never run a trade business.
I know, because I built one. I grew the Academy to 35 staff, a CEO and 15 coaches. It ran without me.
And I hated it. The bigger it got, the further I was from the owners I started it for.
What gets me up in the morning is getting under the hood of a trade business and helping the owner hit their goals in the least time possible.
So I restructured the whole thing.
When you enquire, you speak to me. If you are accepted into the Academy, you work with me. Directly.
And with agentic AI, the results come sooner than most owners can imagine.
Places are limited. I only take on owners who are committed and ready to do the work.
Greg Allan
Founder
I built Response Electricians in Perth into a 30+ staff business with more than 1,950+ five-star reviews.
A general manager runs it day to day. I live in Byron Bay.
I have trained 9,000+ trade business owners across Australia and New Zealand.
What AI actually changes
The old way. The new way.
More customers meant more people doing your computer work, and you paying for all of it.
You stay with your customers and your team. Agents run the office your way.
The old way
Grow, then hire people to do the computer work.
Every new customer brought more quoting, invoicing, chasing, scheduling and reporting.
So you hired people to do it. Office staff, bookkeepers, admin.
None of it is billable, and every hire costs wages, sick leave and another person to manage.
Profit and time only grew as fast as you could add people.
The new way
Keep the human work. Give everything else to agents.
Your people do what only people can do: looking after customers and leading the team.
Everything else goes to agents that do it your way, instantly, any time it is needed.
No sick leave. No capacity problems. They scale as far as the business does.
So the only people you add are the ones facing your customers and your team.
A human-centred business that runs on systems you build in minutes. Nobody still running the old way can compete with it.
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, 21 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 270 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.
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 chat with Greg
- 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 chat with Greg, and he does talk openly about how the Academy's training, programmes and tools would help, because that is the point of it. 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.
Who will I be talking to?
Greg Allan, one on one, on a video call. 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. Places are limited.
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 an hour 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 an hour, do not book it.
Learn how to attract better customers.
It costs nothing, and you will leave knowing what to change first. Places are limited: if Greg has time you book straight in, and if not you join his waitlist.
Turning over under $10k a month? Start with the free app instead. It costs nothing and it already includes a chat with Greg.
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 an hour does. It costs nothing and you can pick a time now.