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Content

If I Wanted A Higher Average Ticket, I’d Do This

📅 March 9, 2026 ⏱️ 23:53 🎤 Richard Bennie, Laura

Chapters

Click to jump to section

  • 0:00
    Average Ticket Evolution
    Richard discusses the historical shift in plumbing from simply doing good work to the modern emphasis on increasing the 'average ticket' driven by corporate influences.
  • 0:39
    Selling Time, Not Plumbing
    Richard shares his realization that plumbing businesses sell time, not just plumbing services, which fundamentally changed his business approach.
  • 0:45
    Transition to Flat Rate
    The hosts advocate for switching from time and materials pricing to flat-rate pricing, explaining its benefits for both customers and the business.
  • 1:21
    Calculating Flat Rate Times
    They detail how to properly calculate flat-rate task times, suggesting using an average technician's worst-case scenario for maximum profitability and fairness.
  • 2:14
    More Trucks, More Money
    The discussion pivots to the most effective way to increase overall revenue: adding more trucks and technicians to serve more customers, rather than solely pushing existing staff.
  • 2:34
    Avoiding Technician Burnout
    Laura highlights the importance of adding trucks to prevent technicians from working excessively long hours, ensuring work-life balance and retention.
  • 2:54
    Flushing It Out: Q&A
    Richard and Laura answer listener questions, including one about combining service call fees with investigation fees and another from a master plumber looking to transition to flat-rate pricing.
  • 3:28
    The Playbook and Academy
    They introduce the 'Plumber Playbook' and the Academy as resources for contractors looking to implement flat-rate pricing and improve their business operations.
  • 3:42
    Tradesman to CEO Mindset
    Richard emphasizes the shift from a tradesman mindset to a CEO mindset for contractors to build a thriving, self-sustaining, and profitable plumbing business.

Speakers

R
Richard Bennie
Host — the million-dollar plumber
L
Laura
Host

Key Takeaways

✦

Transition from time and materials billing to flat-rate pricing to provide clarity for customers and improve profitability.

✦

When setting flat-rate prices, calculate task times based on what an 'average' technician would take in a 'worst-case scenario' to ensure margins and account for various job complexities.

✦

Do not solely rely on pressuring existing technicians to increase their average ticket; this can lead to burnout and poor morale.

✦

To significantly boost overall revenue and capacity, focus on adding more trucks and qualified technicians to serve a larger customer base.

✦

Implement a diagnostic fee, but be prepared to waive it if work is performed, as this acts as a customer qualifier rather than a primary profit center.

✦

Adopt a 'CEO mindset' to effectively grow and manage your plumbing business, moving beyond just being a skilled tradesman.

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