Fullerton Unfiltered: Episode 942

Title: Price vs Scope: The Real Reason You're Losing Jobs
Host: Brian Fullerton
Release Date: March 20, 2026
Length: ~44 min

Episode Overview

In this episode, Brian Fullerton dives deep into a crucial but often overlooked topic for service businesses—understanding and managing price versus scope when bidding jobs. Brian shares his real-world experiences and recent lessons learned from sending out more than 20 commercial quotes during a hectic spring rush. He highlights how failing to align your service scope with competitors, not just your price, can be the real reason you’re losing bids. Drawing from candid stories, actionable insights, and current business tools, Brian provides practical advice for staying competitive and strategic in a crowded market.

Key Discussion Points & Insights

1. Personal & Business Updates

• Brian’s recent trip to Florida, juggling family time with late-night quoting (01:00–05:30).
  • “It’s been a very fun 10 days... And I'm trying to get better at this in life. I'm not at the point where I could just turn everything off and totally unplug...” [03:10]
  • Even on vacation, business runs late—quotes sent at 11 pm.
• Operations are scaling: His VA soon to take over entire quoting process from form intake to CRM entry and proposal delivery ([05:30–08:00]).

2. Growth Through Tools and Systems

• Discussion on the critical role of software (LMN, Attentive, Jobber, Yardbook, etc.) in streamlining estimating and quoting ([08:20–12:40]).
  • “I couldn’t bang out 20 quotes while on the road… if I didn’t have something like Attentive. Honestly, I just don't know how I ran my business without it.” [10:40]
• Brian underscores that picking software isn’t about brand loyalty but about gaining accuracy and speed.
  • Use software to “stay organized and systematize your bidding and estimating process… is a prerequisite for growth, in my opinion.” [09:55]

3. Announcements and Upcoming Products

• Upcoming Attentive AI takeoff webinar (March 28th, 8am) ([12:40–13:20]).
• SOP Bundle pre-launch for business systematization: field videos, in-office admin training, and documented SOPs, available at a discounted pre-buy price (launch details and value proposition from [13:20–18:50]).
  • “This bundle will have everything… all the content. A living program. We're gonna launch with like 50 infield training videos, another dozen office admin style training videos…” [16:15]

4. Deep Dive: Price vs Scope in the Bidding Process

• Scope Misalignment as a Job-Loser:

  • Conviction that too many contractors lose work by misunderstanding or mismatching scope versus the incumbent’s bid—not just pricing ([19:00–22:00]).
  • “It’s not just price… either [price or scope] can torpedo you very quickly on your estimate.” [32:50]

• Practical Examples:

  • Quote Iteration and Client Communication ([22:00–28:00]):

    • Many quotes require two or three “versions” before hitting the right scope as defined by the client and competitors.
    • Brian recounts emails back-and-forth massaging bids and removing services to match the competitor’s scope:
      • “Even if you've already asked preliminary qualifying questions and with your preliminary pricing, does that make sense?” [28:55]
    • Example: A property manager requests quote match to existing provider’s scope (cuts, fert rounds, mulch) which can lower bid nearly 5–10% just by lining up scope.

  • Transparency & Value-Add Approach ([28:00–34:00]):

    • Sends proposals with line-by-line breakdowns. Offers to include or exclude certain services as a la carte to build trust.
    • “We believe in transparency and transparent pricing. So I just want to let you know that you might be overpaying for this.” [34:05]
    • Uses tools like ChatGPT (for tone-polishing emails) and Attentive (for site map visuals, attached to proposals) as value-adds.

  • Key Competitive Tactics ([34:00–39:00]):

    • Leverage route density—willing to shave margin on mowing to gain visibility and make up profit on snow/removal or adjacent upsells.
    • “Maybe I will give up 10% of my mowing price to then earn it back on some ridiculously awesome pricing for snow and salt. Right? Like that's a real sales process by the way.” [38:55]

  • Strategic Communication ([39:00–42:00]):

    • Actively engages clients post-proposal via phone and follow-up emails crafted to be “short, concise, sweet, warm and charming.”
    • “No more of this drive by quoting, hey, you know I'm the best. Of course they're gonna go with me—bullshit. Like, you need to actually have an engaging conversation and sell yourself.” [41:28]
    • Continues the conversation until true “apples-to-apples” comparison is verified.

5. Key Quotes & Memorable Moments

• On Evolving Your Business:
  • “There’s no shame in saying that you’re changing and making a pivot and you want to do something different, right?...Dude, we don’t have it all figured out. Wow. Shocker, you know?” ([11:20])
• On Matching Competitors:
  • “I can get down to the, you know, square foot. It’s actually really exciting...Now we are finalizing being more dialed in and can.” ([25:50])
• On the Double-Pronged Sale:
  • “It is an always-evolving conversation, especially if you want to earn the work. I’m happy to shave on margin if I can get into a new commercial tech park and park my crew there for two hours...” ([38:25])
• On Using Tech as a Competitive Edge:
  • “You can’t have AI exclusively land these sales and build your business...[but] this is how you use it correctly is all I’m trying to say.” ([31:40])
• Late-Night Hustle:
  • “...after walking 27,000 steps, like four or five miles or six miles a day at Disney...I get back at 11:30, tuck the kids in their beat...and open up the laptop. At 11:30 at night, I'm doing quotes. Why? Because we want to grow, hit a million dollar business...” ([42:00])

Timestamps for Key Segments

• Brian’s Vacation / Business Juggle: 01:00–05:30
• VA Automating Estimates: 05:30–08:00
• Software/Systems for Scale: 08:20–12:40
• Upcoming Webinars & SOP Bundle: 12:40–18:50
• Scope vs Price—The Core Topic: 19:00–42:00
  • First Discussion of Issue (examples start): 22:00–28:00
  • Client Communication & Iteration Examples: 28:00–34:00
  • Competitive Tactics (Margin, Route Density): 34:00–39:00
  • Engaged Selling & Follow-ups: 39:00–42:00
• Final Thoughts on Work Ethic & Growth: 42:00–43:20

Actionable Takeaways

• Match Scope, Not Just Price: Always confirm what’s actually included in competitor’s bids. Missing (or over-including) just one service can edge your price out of contention.
• Iterate & Communicate: Don’t expect to land jobs on the first proposal—be ready for multiple rounds and active (even late-night) follow-up.
• Leverage Software: Tools like Attentive and LMN aren’t about showing off—they let you bid faster, more accurately, and with transparency.
• Use AI Wisely: Tech like ChatGPT can help polish proposals, but only as an assistant—your expertise and client knowledge remain vital.
• Be Transparent, Add Value: Attach site plans, break down pricing, and explain rationale to earn trust and stand out.
• It Takes Grit: Sometimes winning growth seasons means sacrificing personal time—but it’s worth it if it moves your business forward.

Tone & Style

Brian’s style is energetic, direct, occasionally self-deprecating, and always on-the-level about grit and hustle. He doesn’t pretend to have all the answers, frequently pokes fun at his own journey, and is passionate about sharing actionable insights that work in “the real world.”

For business owners aiming to double down this spring, this episode offers a detailed playbook for refining your quoting process—and a reminder that grinding through the details on both price and scope is what lands contracts and builds a reputation.