In this episode of the Off The Tools Podcast, Wayne Bettess and Andy Jones tackle a mindset that holds far too many tradesmen back:

victim mentality.

From blaming cheap competitors, the economy, customers, VAT, tax, accountants, staff, lead platforms and “the race to the bottom”, too many trade business owners give away their power instead of taking ownership of the business they are building.

Wayne and Andy break down why it is only a race to the bottom if you choose to run in that race — and why the real opportunity in 2026 is to compete on value, not just price.

They discuss why customers are willing to pay more when the experience around the job is better: faster communication, proper booking confirmations, on-the-way messages, clear pricing, good software, strong reviews, professional branding and a business that feels reliable from start to finish.

Inside this episode, we cover:

• Why “race to the bottom” is often an excuse

• Why cheap competitors are not your real problem

• How to compete on value instead of price

• Why customers pay more for a better experience

• Why answering the phone and communicating properly matters

• How victim mentality shows up in pricing, VAT, tax and staffing

• Why blaming customers keeps tradesmen stuck

• Why your current customers may not be your future customers

• How better systems and software help you charge more

• Why business owners need to think like problem solvers

• Why surrounding yourself with the right people changes your standards

• Book recommendations for mindset, ownership and resilience

This episode is perfect for plumbers, heating engineers, electricians, builders, gas engineers and trade business owners who feel frustrated with the market, pricing, customers or competition — but know deep down they need to take more ownership.

Because the truth is, two businesses in the same town, doing the same trade, in the same economy, can get completely different results.

The difference is usually mindset, standards, systems and the willingness to take responsibility.

It is only a race to the bottom if you choose to compete at the bottom.

Stop blaming the market, the customers, the government, the accountant, the competition or the economy.

Take ownership, build more value, improve the customer experience, charge properly, and surround yourself with people who are moving forward — not moaning from the sidelines.

Key Takeaway

In this episode of the Off The Tools Podcast, Wayne Bettess and Andy Jones talk about one of the biggest things holding tradesmen back:

taking advice from the wrong people.

There are plenty of people in the trade industry willing to give advice. Some mean well. Some are stuck in the past. Some are projecting their own limits onto you. And some simply haven’t built the kind of business you actually want.

Wayne and Andy break down why you need to be careful who you listen to, especially when it comes to pricing, hiring, marketing, software, AI, admin, growth and building a real business.

A simple question to ask yourself is:

Would you swap your business for theirs?

If the answer is no, be careful how much weight you give their advice.

Inside this episode, we cover:

• Why broke tradesmen often give dangerous business advice

• Why experience alone does not always mean good advice

• Why “I’ve done it this way for 30 years” can hold you back

• How outdated thinking keeps tradesmen stuck

• Why pricing advice from cheap tradesmen can damage your business

• Why taking advice from family and friends can be risky

• The danger of listening to people who have never built what you want

• Why trade businesses need current advice, not advice from 10 years ago

• How AI, software and customer expectations are changing the game

• Why AI is a tool, not a magic replacement for people

• Why surrounding yourself with the right people changes your standards

• Why being in the right environment helps you think bigger

This episode is perfect for plumbers, heating engineers, electricians, builders, gas engineers and trade business owners who want to grow but keep getting pulled back by old-school advice, negative opinions or people telling them what cannot be done.

Because the truth is, the advice you follow shapes the business you build.

If you keep listening to people who are stuck, you will probably stay stuck.

If this episode hits home and you know it is time to stop winging it, stop taking advice from the wrong people, and start building your business properly, then The 90 Day Forge has been built for you.

This is Off The Tools’ new 90-day programme designed to help heating business owners forge the foundations of a stronger, more profitable and more organised business. Over 90 days, we help you focus on the key areas that matter — pricing, systems, numbers, marketing, software, admin, customer journey, and the mindset shift from tradesman to business owner.

It is not about fluffy motivation. It is about building the foundations properly so you can create more time, more freedom and more profit.

Find out more here:
https://offthetools.co.uk/90dayforge

Be careful who you take advice from.

Someone might have good intentions, but if they have not built what you want to build, their advice could keep you stuck.

Take advice from people who are ahead of you, people who are current, people who understand the modern trade industry, and people who have actually built what they are talking about.

“I Can’t Charge That” — The Pricing Mindset Keeping Tradesmen Stuck

In this episode of the Off The Tools Podcast, Wayne Bettess and Andy Jones tackle one of the biggest pricing problems in the trade industry:

“I can’t charge that.”

After seeing comments from tradesmen claiming you cannot charge more than a certain day rate or hourly rate in their area, Wayne and Andy break down why this mindset is holding so many plumbers, heating engineers, electricians, gas engineers, joiners, builders and trade business owners back.

The truth is, most tradesmen are not pricing based on their actual business costs, profit targets, overheads, time, risk or value.

They are pricing based on what other accidental business owners are charging.

Wayne and Andy explain why £60–£80 per hour might feel normal in the trade industry, but often leaves no real profit once you factor in fuel, vans, admin, tools, insurance, tax, holidays, downtime, quoting time and the cost of actually running a business.

Inside this episode, we cover:

• Why “I can’t charge that” is often a business owner problem

• Why copying local competitors is dangerous

• Why most trade pricing is built by accidental business owners

• How to reverse-engineer your hourly rate properly

• Why profit must be built into your pricing

• The difference between price and value

• Why some businesses can charge £150+ VAT per hour

• Why customers pay more when the value is clear

• How reviews help justify premium pricing

• Why Review Lion helps build trust across multiple platforms

• Why branding, websites, workwear and van presentation matter

• Why customer experience wraps around the job itself

• Why your current customers might not be your future customers

• How marketing helps you attract better-paying customers

• Why cheap customers often keep you trapped

• Why different trades need different pricing models

• Why knowing your numbers is non-negotiable

This episode is perfect for UK tradesmen who know they need to put their prices up but keep talking themselves out of it.

Whether you are a heating engineer, plumber, electrician, builder, carpenter, joiner or trade business owner, this episode will challenge how you think about pricing, value, positioning and profit.

Because the issue is not always that customers will not pay more.

Sometimes the issue is that your business is not positioned, branded, reviewed, marketed or systemised well enough to justify charging more yet.

You cannot just wake up tomorrow and charge premium prices.

You have to build a business that delivers premium value.

Better systems, better reviews, better communication, better branding, better marketing and a better customer experience all give you the confidence and proof to charge what the business actually needs.

If you keep pricing like everyone else, you will stay stuck like everyone else.

Key Takeaway

You cannot just wake up tomorrow and charge premium prices.

You have to build a business that delivers premium value.

Better systems, better reviews, better communication, better branding, better marketing and a better customer experience all give you the confidence and proof to charge what the business actually needs.

If you keep pricing like everyone else, you will stay stuck like everyone else.