Profitable Pricing Helped Luke Muir Grow from 1 to 9 Staff in 12 Months
Starting a trade business can feel like a grind.
I remember when I met Luke Muir, and he described those early days—long hours, constant hustle, and wondering why all the hard work wasn’t paying off.
He was doing it all himself, from quoting and invoicing to picking up materials.
He said, “It was me and an apprentice... just fighting through the days, trying to get as many jobs done as we could.”
The work was non-stop, but the rewards? Hardly there.
Luke shared, “I’d been in business for 5 years... just this. Nothing. No growth at all.”
Despite putting in 60 to 80-hour weeks, his financials didn’t reflect his efforts.
It got to the point where, after a whole year of grinding, his accountant told him he’d made just a few hundred dollars in net profit.
He was stuck in a cycle of exhaustion and frustration.
That’s when he knew he had to change something, and he turned to understanding profitable pricing.
1. Pricing for Profit, Not Just for Cash Flow
For Luke, the first big realisation was that working hard doesn’t always mean working smart.
He used to think if he kept the jobs coming in, the money would follow.
But the truth was that he hadn’t been pricing his jobs for profitability.
Luke said, “I thought I was efficient... but if you worked out the hourly rate on that, it’d be not even worth it.”
He realised that just breaking even wasn’t enough.
He needed to price his services in a way that covered his costs and left room for profit.
This shift in mindset allowed him to see his work differently—not as a race to complete as many jobs as possible, but as a strategy to deliver value and earn what he was worth.
2. Communicating Value to Clients
One of the challenges Luke faced was dealing with clients who only saw the price tag.
They’d often go for a cheaper quote without understanding the difference in value.
But as Luke learned, it wasn’t just about being the cheapest option—it was about educating clients on the value he brought to the table.
He said, “We got a cheaper quote, but you were more knowledgeable... and I’m like, there’s a reason for this.”
Luke began to focus on positioning himself as the expert.
When clients called for a quote, he’d paint a picture of what they were really getting—superior knowledge, better service, and the assurance of a job well done.
It wasn’t about selling them on price; it was about showing them why his services were worth the investment.
This approach helped him win more jobs, even when his quotes weren’t the lowest.
3. Following Up with Confidence
Another key shift Luke made was how he approached follow-ups.
He realised that the typical “just following up” approach wasn’t cutting it.
Instead, he started calling clients to discuss the details of his proposals, asking, “What did you think of our design? Is there anything we missed?”
This change in language turned his follow-up calls into conversations.
It positioned him as a partner in the project, not just a service provider chasing a sale.
Luke shared, “It builds a conversation... most of the time, they would come back to me.”
This approach didn’t just help him close more sales; it built trust with his clients, making them feel heard and valued.
4. Learning to Say No to Bad Deals
At the start of his journey, Luke often found himself bending over backwards to meet clients’ pricing demands.
He’d drop his rates just to secure the job, thinking it would keep the work flowing.
But as he learned more about pricing, he realised the importance of knowing his worth and being able to walk away from bad deals.
He recalled, “Now I’m like, well, no... this is why we’re worth it. Look at our Google reviews, look at our pictures on Facebook.”
By focusing on the clients who valued his expertise, Luke found that he could deliver a higher quality of service and avoid the frustration of underpaid work.
This shift helped him build a business that was profitable, not just busy.
5. Building a Team with Confidence
One of the biggest transformations Luke experienced was in his ability to grow his team.
In just 12 months, he went from working solo with an apprentice to leading a team of nine staff members.
He hired four tradesmen, an apprentice, a scheduler, an operations manager, and more.
Luke said, “Now my role is just in sales... I’m thinking, where do I need to be at to hire a salesperson or a quote estimator?”
Understanding profitable pricing gave him the financial stability to invest in new hires, knowing he could cover their wages without stress.
It also freed him up to focus on sales and strategic growth.
By getting his pricing right, Luke not only made more money but created the time and space to build the business he’d always dreamed of.
6. Enjoying a Better Work-Life Balance
One of the most rewarding changes for Luke was the impact on his personal life.
He no longer felt like he was running on a treadmill, working all hours just to keep the lights on.
With better pricing and a solid team, he found the time to enjoy life outside of work.
He shared, “Now I can just sit down with my kids and chill out... my life is a lot better.”
By focusing on profitable pricing, Luke was able to reclaim his time, reduce his stress, and finally find a balance between his business and his personal life.
Ready to Master Profitable Pricing?
Luke’s story is proof that getting your pricing right can change everything.
It’s not just about making more money—it’s about building a business that supports the life you want.
If you’re ready to stop working for free and start earning what you deserve, our Profitable Pricing Masterclass can help.
Learn how to price your jobs for profit, communicate your value to clients, and build a business that grows with you.
Don’t spend another year stuck in the grind—let’s make this the year you take control of your financial future.