Why I Chose the $8,000 Electrician Over the $5,500 One - And What Photographers Can Learn From Joe
I’m currently building a new studio.
Which means I’m deep in the glamorous phase of life known as getting quotes.
You know the one.
Emails. Phone calls. Waiting. Confusion. Mild eye twitch.
I needed electrical work done, new lights, air con, extra power points. Nothing wild. Single storey. Pretty straightforward. So I did what most people do: asked around and got a few recommendations.
This is a story about three tradespeople.
And one absolute legend named Joe.
Exhibit A: The Ghosting Sparky 👻
I was recommended an electrician. Lovely enough guy. He came out for a site inspection when he said he would. Seemed nice. Said he’d get me a quote the next day.
Fast forward… a week.
I follow up and get a text message back that says:
“It’ll be about $2500.”
That’s it.
No breakdown.
No written quote.
No dates.
No “happy to help”.
No follow-up.
Sir… is this a ransom note?
At this point I felt like I was on an episode of Married at First Sight where one person just stops responding and you’re left wondering what you did wrong.
Exhibit B: The Air Con Quote That Evolved Like a Pokémon
Next up: the air con installers recommended by the place I bought the unit from.
Quote #1: Just under $1,000
Okay! Reasonable!
They ask for photos and floorplans. No worries. I send them through.
Quote #2: $1,800
Alright… less fun, but okay.
Then I get a call.
Rod wants to do a site inspection.
Next email arrives…
Quote #3: $3,000.
JĒEBUS.
This quote had more plot twists than Game of Thrones.
Nothing about the job had changed.
Single storey.
Straightforward install.
No secret tunnels or heritage-listed walls.
At this point I felt like I was being charged per emotion.
Enter Joe 🦸♂️
Frustrated, I jump on Google and book another electrician.
Joe comes out the next day.
He walks through everything with me — properly.
Asks questions.
Listens.
Explains things in human language.
Then we mention, casually, that the kitchen lights feel way too bright and clinical.
Joe says, “Hang on.”
Grabs my step ladder.
Pops a downlight out.
Changes the colour temperature.
Suddenly my kitchen no longer feels like a hospital operating theatre.
Joe, you magnificent man.
When I asked the first electrician about this, he’d launched into a dramatic monologue about rewiring half the house. Joe fixed it in about 30 seconds.
Legend behaviour.
Plot Twist: Joe Does Air Con Too 😮
I mention we’re also getting an air con unit installed.
Joe says, very calmly:
“Oh, do you want me to quote on that too?”
I did not even realise this was an option.
Joe goes through the whole thing with me. Thoughtfully. Thoroughly. No upselling. No drama.
A couple of days later, I receive a fully itemised written quote.
Clear inclusions.
Clear terms.
A date he can do the work.
Total cost?
💸 $8,000
I stared at it.
I blinked.
And then — genuinely — it took me about five minutes to decide.
Joe was my guy.
Why I Chose the $8,000 Quote (Without Hesitation)
Here’s the thing.
Joe wasn’t the cheapest.
Not even close.
But Joe:
Showed up when he said he would
Communicated clearly
Solved problems on the spot
Explained things without condescension
Made me feel confident, calm, and taken care of
I trusted him.
And trust is worth money.
I wasn’t buying “electrical work”.
I was buying certainty, competence, and peace of mind.
Joe didn’t sell me on price.
He sold me on professionalism.
Dear Photographers: This Is About You 📸
If you’re a photographer reading this and thinking,
“Okay but what does this have to do with me?”
Everything.
Because your clients aren’t just choosing between you and another photographer.
They’re choosing between:
A vague price vs a clear process
Someone who makes them feel confident vs someone who makes them feel uneasy
Someone who communicates vs someone who disappears
Someone they trust with their beloved pet vs someone who’s just cheaper
People will absolutely pay more — happily — when they feel:
Seen
Looked after
Confident in your expertise
Joe didn’t discount his way into the job.
He earned it.
The Takeaway - Read This Twice
If you want clients who:
Aren’t price shopping
Respect your skill
Value your experience
Trust you with what matters to them
You have to present yourself like Joe did.
Professional.
Clear.
Helpful.
Human.
People don’t pay top dollar for mystery and stress.
They pay for confidence and care.
And if someone walks away because you’re not the cheapest?
That’s okay.
They weren’t your client anyway.
