MAG  ELECTRIC
⚡ Sales Playbook
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Service
Panel Upgrade
200-amp service upgrades, subpanel installs, solar-ready breaker slots. The most common upsell on any job site.
⚡ Why They Need It
  • Old 100A panels can't support EV chargers, modern appliances, or solar
  • Panels over 20 years old are a liability and insurance risk
  • Failing breakers = fire hazard that their homeowner's insurance won't cover
  • Can't add circuits for remodels without upgrading first
Key Selling Points
  • One-day install in most cases — minimal disruption
  • Permit pulled and inspection passed — protects their home sale
  • Solar and EV-ready slots built in at no extra cost
  • Written quote, nothing added after the fact
✂️ Steal This Line

"Most homeowners don't know their panel is a problem until they try to sell their home or file an insurance claim. We can fix it now, before it costs you five times more."

✂️ Steal This Line

"This isn't just an upgrade — it's protection. When your panel passes inspection, you have documentation that your home's electrical is to code. That's real value."

Service
EV Charger Installation
Level 2 home charging for Tesla and all makes. High-value, low-complexity job with excellent upsell potential to panel upgrade.
⚡ The Opportunity
  • EV sales are up — every new EV owner needs a Level 2 charger at home
  • Level 1 (wall outlet) takes 40–60 hours to charge; Level 2 takes 4–8 hours
  • Unpermitted installs won't pass home inspection and void manufacturer warranty
  • Often reveals need for panel upgrade = upsell on 60%+ of jobs
Key Selling Points
  • Dedicated 50A circuit sized for their specific vehicle
  • Permit pulled — protects warranty and resale value
  • Hardwired or NEMA 14-50 outlet options available
  • Panel capacity evaluated before every install — no surprises
✂️ Steal This Line

"Plugging your $70,000 Tesla into a regular outlet is like filling a sports car with 87 octane. A Level 2 charger is the only right answer for your vehicle."

✂️ Steal This Line (on permit)

"Without a permit, your install isn't inspected, your warranty can be voided, and when you sell this house — it has to be disclosed. It's not worth the savings."

Service
Whole Home Rewire
The highest-ticket residential job. Often found during remodels, home purchases, or insurance inspections.
🚨 Red Flags That Signal a Rewire
  • Aluminum wiring (1965–1973 homes) — major fire risk
  • Knob and tube wiring — ungrounded, often not insurable
  • Cloth-wrapped wiring — insulation deteriorated
  • Home built before 1975 with no documented upgrades
  • Tripping breakers, burning smells, lights dimming
Key Selling Points
  • New copper wiring throughout — modern code compliance
  • Updated outlets, GFCI protection in all required areas
  • Home becomes insurable and sellable without disclosure
  • Paired with panel upgrade — most complete safety package
✂️ Steal This Line (aluminum wiring)

"Aluminum wiring doesn't fail gradually — it fails all at once. Insurance companies know this, which is why many won't insure it at all. This isn't a maybe — it's a when."

Service
SPAN Smart Panel
The premium upgrade for tech-forward homeowners. SPAN replaces the standard panel with a connected, circuit-level smart panel.
📱 What SPAN Does
  • Circuit-level energy monitoring from a smartphone app
  • Remote control of every circuit individually
  • Automatic load management during outages (battery + solar priority)
  • Pairs with Tesla Powerwall, Enphase, and solar systems
  • Future-proof — firmware updates keep it current
Ideal Customer Profile
  • Already has or planning solar + battery storage
  • Has EV + wants to maximize charging during off-peak hours
  • Tech-oriented homeowner who values remote control and data
  • New construction or full remodel — easier install
✂️ Steal This Line

"With SPAN, you can see exactly what's drawing power in your home, turn off circuits remotely, and prioritize your Tesla charging during the cheapest rate window. It pays for itself."

Service
Solar-Ready Upgrade
Pre-wire the home for solar before the panels go up. Saves the customer money and eliminates the double-dig problem.
☀️ The Pitch
  • Solar installers charge $800–$2,500 to upgrade a panel after the fact
  • A solar-ready panel today costs $300–$600 more than a standard upgrade
  • It also adds a dedicated backfeed breaker slot and proper metering
  • Best time is during any panel work — walls are already open
✂️ Steal This Line

"While we have your panel open, we can add the solar-ready breaker slot. It's a few hundred dollars now. If you wait until the solar company comes, they'll charge you over a thousand — and have to come back out."

Service
Kitchen & Bath Remodel
Recurring remodel work. Build contractor relationships for ongoing pipeline — the best source of non-emergency electrical work.
🔧 Scope Checklist
  • New dedicated circuits for refrigerator, dishwasher, microwave
  • GFCI protection within 6 feet of all water sources
  • Under-cabinet lighting circuits (low-voltage or line-voltage)
  • Exhaust fan circuits — often missing in older baths
  • Updated panel capacity check before rough-in begins
Contractor Partnership Pitch
  • Show up on time, every time — contractors remember who they can count on
  • Rough-in same day as scheduled — don't hold up their crew
  • Permit-pull included — makes their project inspection-ready
  • Single contact number, direct line to Matthew
✂️ Line for Contractors

"I know how rare it is to find an electrician who shows up when they say they will and pulls their own permits. That's all I do. If your last guy let you down, give me one job to prove it."

Package
Essential Package
Entry-level service for the price-conscious customer. Gets the job done, sets the relationship, opens the door for future work.
What's Included
Service assessment + written quote
Single-scope job (panel, EV, or repair)
Permit pulled and inspection scheduled
1-year workmanship warranty
Best For

First-time customers, rental properties, straightforward single-job requests. Low barrier to entry — gets them in the door.


Upsell Opportunity

Assess during job — look for aging panel, aluminum wiring, or missing GFCI. Quote on the spot.

✂️ How to Present It

"This is exactly what you need to get done right. Permit pulled, inspection passed, and you've got a year of warranty on the work. That's it — no hidden add-ons."

Package
Premium Package
The most common close. Combines the main job with a panel evaluation and one smart upgrade.
Best For

Homeowners who are remodeling, buying a home, or just had a problem. They're already spending money — frame the upgrade as protection.


Value Framing

The solar-ready slot alone saves $800+ if they ever add solar. The panel report gives them documentation for their records.

Package
Complete Home Package
Full-house electrical health. Best for older homes, new buyers, or homeowners preparing to sell or refinance.
What's Included
Everything in Premium
200A panel upgrade (if needed)
All GFCI/AFCI updated to current code
Smoke/CO detector placement reviewed
Written code-compliance report
3-year workmanship warranty
The Pitch

This is the "done once, done right" package. Ideal before listing a home, after a home inspection flags electrical issues, or for anyone who wants full peace of mind.


The Number That Sells It

Home inspection electrical issues cause 23% of real estate deals to fall through or reprice. This package eliminates that risk entirely.

Strategy
How to Present Packages
Always present three options. Always recommend the middle. Never lead with price — lead with outcome.
The 3-Option Rule
Option 1 — Anchor Low

Essential package. Exists to make middle seem reasonable. Some customers take it — that's fine.

Option 3 — Anchor High

Complete Home. Makes middle look affordable. Occasionally closes — great when it does.

✂️ How to Introduce Options

"I put together three ways we can approach this. The first gets the job done. The second is what I'd recommend for a home like yours. The third is for people who want everything done at once. Let me walk you through what's different."

Pricing Reference
Panel Jobs
Reference ranges for quoting. Always do a site assessment before giving a firm number.
Price Ranges
100A → 200A Upgrade (standard)$2,200–$3,800
200A Upgrade + Meter Base$3,500–$5,500
Subpanel Install (100A)$1,200–$2,200
SPAN Smart Panel (full install)$4,500–$7,500
Solar-Ready Add-On (during upgrade)$300–$600
📌 What Affects Cost
  • Distance from panel to meter — long runs = more conduit + labor
  • Need to move or replace meter base (utility coordination)
  • Overhead vs. underground service entrance
  • Access difficulty (finished walls, crawl space, attic)
Pricing Reference
EV Charger Jobs
Quick-close jobs with great upsell potential. Always check panel capacity first.
Price Ranges
NEMA 14-50 outlet (garage, close to panel)$400–$700
Hardwired Level 2 EVSE (close run)$600–$1,100
Hardwired Level 2 EVSE (long run)$900–$1,800
EV charger + panel upgrade (bundle)$2,800–$4,500
⚡ Upsell Trigger

If the panel is near capacity, present the bundle before quoting EV alone. "I want to make sure we don't put you in a situation where you have a charger but can't run it without tripping breakers."

Pricing Reference
Rewire Jobs
Highest-ticket jobs. Scope varies significantly — always walk the full home before quoting.
Price Ranges
Partial rewire (1–2 rooms)$1,800–$3,500
Full rewire (1,200–1,800 sq ft)$8,000–$14,000
Full rewire (2,000–3,000 sq ft)$12,000–$22,000
Aluminum wiring remediation$4,000–$10,000
Rewire + full panel upgrade bundle$10,000–$25,000
💡 Quoting Notes
  • Always specify what's included — number of circuits, outlets, switches
  • Note access conditions — open walls vs. finished walls changes labor by 30–50%
  • Give a range, not a number, until you've walked every room
Strategy
Defending Your Price
Never apologize for your price. Explain value. Reframe the comparison. Own your position.
The Value Stack
When They Say "You're More Expensive"

Remind them what's in the price: permit pulled, inspection passed, written warranty, owner on the job personally, no subcontractors, no surprises.


Then ask: "Does the other quote include pulling the permit? Who specifically is doing the work?"

✂️ The Risk Reframe

"The electrician who's $800 cheaper — if something goes wrong, you're the one paying to fix it. With us, you have a warranty and documented inspection. That's the difference."

✂️ The Cost of Delay

"I get it. But if your panel fails before we get back on the calendar, that emergency call — if you can even find someone — is going to cost twice this quote. And there's no permit, no warranty."

Objection
"It's Too Expensive"
The most common stall. Usually means they haven't been sold on value — not that they can't afford it.
Compared to what?
Ask this directly — gently. "Compared to what you were expecting, or compared to another quote?" The answer tells you everything. If it's vs. expectation, explain the full scope. If it's vs. another quote, ask what that quote includes.
Can you come down on the price?
Never discount without removing scope. "What I can do is look at which parts of the job are most urgent and build a phased approach — but I don't want to cut scope that's there for your safety. What's driving the budget concern?"
✂️ The True Cost Frame

"I understand. But let me ask — what does it cost if this job isn't done, or isn't done right? A panel fire, a failed home inspection, a voided insurance claim — those numbers are a lot bigger than what I'm quoting you."

Objection
"I Want to Get Other Quotes"
Legitimate — but usually a delay tactic. Respect the process, set the standard, close before they leave.
I need to get a couple more quotes first.
"Absolutely — that's smart." Then: "When you talk to them, ask if they pull their own permits, who specifically will be on the job, and if the quote is all-in or if there'll be add-ons. That'll help you compare apples to apples." You're planting questions they'll ask that most competitors can't answer well.
✂️ The Soft Pre-Close

"If you do the quotes and we're aligned on price, is there any other reason you wouldn't want to move forward with us? I want to make sure I'm not missing something."

Objection
"I Need to Think About It"
Almost always means something else. Find the real objection — don't just accept it and leave.
I need some time to think it over.
"Of course — I respect that." Then: "Can I ask what specifically you'd be thinking through? I want to make sure you have everything you need to make a good decision — and if there's something I haven't answered well, I'd rather address it now."
✂️ The Urgency Closer (use sparingly)

"I want to be straight with you — my schedule fills up about 3 weeks out right now. If you think you want to move forward, getting on the calendar today means we can actually hit your timeline."

Objection
"Can You Skip the Permit?"
Never. Hold the line firmly — and explain why it's in their best interest, not just a rule.
I don't want the hassle. Can we just skip the permit?
Firm but empathetic: "I understand the instinct, but I can't do that — and honestly, you wouldn't want me to." Then: "Here's why this matters for you specifically: if you sell this house, refinance, or file an insurance claim and there's unpermitted work — you're the one with the problem, not me. The permit is protection for you."
✂️ The Non-Negotiable Line

"This is actually non-negotiable for us — and I want you to know that's a feature, not a bug. Every customer we have can point to a permit and say the work was inspected. That's the standard we hold."

Objection
"I Need to Ask My Spouse"
Legitimate — but set the follow-up before you leave. Don't let this be a soft no.
I have to run this by my wife/husband first.
"Of course — this is a big decision and it should be a joint one." Then immediately: "Are they available right now? I'm happy to do a quick call or I can come back this evening. I want to make sure they have the same information you do so the conversation goes smoothly."
✂️ Set the Follow-Up

"What's a good time tomorrow that you'd both be available? I'd rather spend 15 minutes now than have you try to explain all of this — there's a lot of detail that's easier for me to walk through."

Objection
"My Brother-in-Law Can Do It"
Unlicensed work. Respectfully plant doubt without attacking anyone.
My brother-in-law does electrical — I'll just have him do it.
Smile: "That's great if he's licensed and insured." Then: "The only question I'd ask is whether he can pull the permit and pass inspection — because without that, the work can affect your insurance, your home sale, and potentially your warranty on any appliances connected to that circuit. Is he set up to do it that way?"
✂️ The Relationship Angle

"I always tell people — the risk with having a friend or family member do this kind of work is that if something goes wrong, it creates a problem in the relationship. With us, if anything doesn't perform, it's our problem to fix."

Script
First Call Script
Goal: qualify the job, set the site visit, build trust fast. Don't quote on the phone.
1
Open + Qualify
"Thanks for calling Mag Electric — this is Matthew. What's going on with your electrical today?"
Let them talk. Take notes. Ask clarifying questions.
2
Establish Authority
"I want to make sure I can actually help you before we go any further. Can you tell me a bit more about the home — how old is it, and when was the panel last looked at?"
3
Set the Visit
"I never quote over the phone on something like this — I want to actually see what we're working with so I'm not guessing. I can come out [day/time] and give you a written estimate at no charge. Does that work?"
4
Set Expectations
"I'll walk through everything, give you a clear picture of what the job involves, and send you a written estimate you can actually read. No pressure, no hourly surprises."
Script
Site Visit Script
Goal: assess, build trust, set up the quote. Find the real scope — including problems they don't know about yet.
1
Arrive + Connect
"Thanks for having me out. Before we look at anything — what's most important to you with this project? Is it getting it done quickly, making sure it's done right, or working within a specific budget?"
2
Walk the Job
Inspect the panel, note the age, check for aluminum wiring indicators, count circuits. Walk the area where work is needed. Ask questions — don't just look around silently.
3
Educate + Surface Issues
"I want to show you something — this [panel / wiring / outlet] is something we'd want to address. It's not an emergency today, but here's what it means if it's left alone..."
4
Set the Quote Close
"I'll get you a written estimate by [time]. I'll give you one option for exactly what we talked about, and one option that includes [the upsell] — so you can see what both look like. Sound good?"
Script
Quote Delivery Script
Goal: present confidently, answer questions, close in the same conversation. Never just email a number.
1
Frame Before the Number
"Before I give you the number, I want to walk you through what's included — because it's easy to look at two quotes side by side and not realize you're looking at two completely different jobs."
2
Walk the Scope
Describe every line item. Use plain language. Explain why each thing is in the scope. Mention permit and inspection explicitly.
3
Deliver the Number Confidently
"All of that — the [scope summary], permit, inspection, and warranty — comes to [price]. That's the full number." Then stop talking. Let them respond.
4
The Soft Close
"Does this feel like the right direction? I can usually get you on the schedule within [X] weeks. If you want to move forward, I just need a signature on the quote."
Script
Follow-Up Script
Goal: re-engage without being pushy. Add value in the follow-up. One call, one text — then move on.
1
The 48-Hour Text
"Hey [name] — Matthew from Mag Electric. Just checking in on the quote I sent over. Happy to answer any questions or adjust scope if needed. No pressure — just want to make sure you have what you need."
2
The 7-Day Call (if no response)
"Hi [name] — this is Matthew Gil from Mag Electric. I sent a quote last week and just wanted to make sure it got to you okay. My schedule is filling up for [month] — wanted to give you first shot at the open slots if you're still looking to move forward."
3
The Permission to Close (or move on)
"I don't want to keep bothering you — totally understand if the timing isn't right. If you do decide to move forward at some point, just reach out and I'll take care of you. Is there anything I can answer before I let you go?"
📌 Follow-Up Rules
  • Max 3 touches after quote delivery (text → call → final call)
  • Always add value — new info, schedule update, seasonal reminder
  • Never ask "have you made a decision?" — ask "is there anything I can clarify?"