Reasonable Tech Dad interviews Erik Ellefson, owner of Topline Electric in Minnesota. Erik shares his journey into electrical work: inspired by his dad's small HVAC/refrigeration business, he job-shadowed electricians as a teen, started the program at Dakota County Technical College early via PSEO, and chose the trade for its hands-on nature, visible results, and strong project presence.

He discusses recent business improvements at Topline (currently 5 electricians running 3-4 crews plus office staff): shifting from single-price estimates to presenting six tailored options per project (two per buying tier: economy, mid, high-end), often with in-person follow-ups. This provides customers more choice, reduces decision pressure (them vs. someone else), and has earned positive feedback for thoroughness.

Challenges include slower winters, hiring aligned with values (caring, thorough, truthful), and adapting to modern leads—younger customers Google or ask on social media rather than rely on long-term contacts. Erik emphasizes building online presence (updated website, Google ads, transparent Facebook posts about work, team, and values) to earn trust.

The conversation turns to the next generation: Erik notes many electricians retiring without full replacement (roughly 5 out vs. 3 in, numbers approximate from memory) while demand grows 10-20% in the coming 5-10 years. He highlights multiple entry paths—tech schools, union apprenticeships, or the Electrical Association’s four-year online/night program alongside on-the-job hours—and encourages young people to consider trades for stability and fulfillment. Ryan adds that more people may be suited to hands-on work than they realize and suggests trying it before dismissing it.

Key Takeaways

Electrical projects often require more time and budget than other subs, making it a reliable trade.
Presenting six pricing/options (instead of one or three) better matches varied customer budgets and preferences.
Core values are reinforced monthly with team examples to build culture.
Modern marketing = consistent, authentic online presence over old-school referrals.
Skilled trades face a replacement gap as boomers retire, with growing demand on top.
Flexible apprenticeship options now exist for high-school grads and career changers alike.

Notable Quotes

On replacement stats: “I wish I knew the percentages for electricians… for every five electricians retiring, there’s three entering the workforce… and the need for electrical work will increase like 10 to 20 percent.”
On trying the trades: “Go try hauling some lumber or wiring boxes… At least you’ll know you hate it instead of just assuming.” (Ryan)
On past referrals: “Alan’s retired, and now… that phone number on the magnet… doesn’t even pick up.”

Chapters / Timestamps

00:00 – Introduction & Erik’s introduction and background 00:45 – Why Erik chose electrical after job shadowing

03:30 – Current business size and what’s working well 06:30 – The shift to six-option pricing and in-person presentations

12:00 – Company values and team culture

14:30 – Hiring challenges and slower seasons

15:30 – Shift from legacy referrals to digital leads

19:58 – Advice for the next generation + workforce stats 24:50 – Closing thoughts

25:33 – Wrap-up

Keywords

electrician, skilled trades, electrical business, customer pricing options, apprenticeship programs, workforce retirement, youth in trades, Minnesota electrician

Episode 06: Growing a Values-Driven Electrical Business with Erik Ellefson