Most fencing operators don’t have a competition problem. They have a pricing problem.

In this episode, Simon Davis explains why fear, poor pricing decisions, and targeting the wrong clients can keep fencing businesses busy without making them profitable.

You’ll learn how to:

• Stop comparing your prices to the cheapest operator.
• Identify your ideal client and price for the value they want.
• Use the “cast net vs line fishing” approach to win better work.
• Understand the fears and expectations driving your best clients.
• Stop discounting when customers push back on price.
• Know when walking away from a job is the right decision.
• Use your quote win rate to identify when you’re undercharging.

Simon also shares a real example of walking away from approximately $230,000 in commercial work because the payment terms did not fit the business.

The takeaway is simple:

Know who you’re for. Charge what you’re worth. Let the rest walk.

TIMESTAMPS

00:00 Intro: Why this episode is about pricing, not competition
00:37 A fencing operator’s mistake: blaming cheap competitors
01:54 Fear as the real pricing killer
02:53 Cause one: not knowing your numbers
03:23 Cause two: comparing to the wrong competitors
04:20 Cause three: not knowing your ideal client
05:47 Why “anyone who needs a fence” is not a target market
06:27 What an ideal client really looks like
07:27 Demographics: age, income, location, property type
09:04 Psychographics: values, attitudes, and buying behaviour
11:42 The 10 fears and 10 wants exercise
12:37 Common client fears around trades, quotes, and reliability
14:08 Common client wants: communication, clarity, and peace of mind
16:05 Why low pricing can signal low confidence or low quality
17:03 Nightmare stories and dream stories that shape buying decisions
18:33 Why the right client won’t necessarily flinch at your price
20:00 The pricing confidence formula
21:28 Walking away from commercial work that did not fit
24:57 What discounting communicates to a client
25:28 How to respond when a client says your price is too high
26:42 Raise your prices now, not later
27:12 The quote win-rate test
28:09 Why a 15% increase can add $48,000 in profit
29:25 Cast net vs. line fishing as a business model choice
29:54 Action step: complete the ideal client worksheet and review your last three quotes

ACTION ITEMS

After listening, take these steps:

1. Review your last 10 quotes and calculate your win rate.
2. Identify your true ideal client by looking at your best jobs, not just the jobs you won.
3. Write down 10 fears and frustrations your ideal client has.
4. Write down 10 wants and aspirations they have.
5. Review whether your current pricing reflects the value of solving those problems.
6. Raise your prices by 10% to 15% on your next few quotes and track the results.
7. Stop discounting unless the scope of work changes.

The goal is not to win every quote.

The goal is to win the right work at a price that makes the business profitable.

Most fencing contractors think they're pricing jobs correctly. Materials, labour, add a bit for overheads, then send the quote.

The problem is that this approach leaves money on the table.

In this episode, Simon Davis breaks down the three money buckets that every profitable fencing business must recover on every single job. Miss one bucket and your profit disappears. Miss two and you're working for free.

You'll learn:

• Why labour should never be priced from wage rates alone.
• How to calculate your true install recovery rate.
• The difference between markup and margin, and why confusing the two can cost your business thousands every year.
• Why every material you supply should earn a margin.
• How to calculate overhead recovery so every job contributes to your business costs.
• How to work out your weekly break-even before the first post goes in.
• Why meter rates and gut-feel pricing often destroy profit.
• How a simple cost analysis system removes guesswork from quoting.
• Why successful contractors confidently say "no" to unprofitable work.

Simon also shares real examples from North Coast Fencing to show how small pricing changes can add tens of thousands of dollars to your annual profit without winning more work.

If you've ever wondered where the money disappears after completing a job, this episode will change the way you quote forever.

Resources mentioned:
Get the free Cost Analysis Template at https://theprofitablefencer.com/resources

Connect with The Profitable Fencer:

If you found this episode valuable, share it with another fencing contractor. One pricing improvement can change the future of a business.

Most fencing business owners measure success by turnover. Bigger jobs. More crews. A full schedule.

But what if you're working harder than ever and still not taking home the income you expected?

In this episode of Fencer's Life Lessons from the Trenches, Simon Davis shares the reality many contractors face. You can build a business that turns over hundreds of thousands of dollars and still struggle with cash flow, profit, and long hours.

Drawing on more than 30 years in the fencing industry, Simon explains why the real problem isn't a lack of work. It's the decisions being made every day inside the business.

In this episode, you'll learn:

• Why turnover is vanity and profit is what really matters.• The difference between being busy and building a profitable business.• The three stages every fencing business goes through.• Why many operators own a job instead of owning a business.• The systems every profitable fencing business needs.• How better decisions lead to better profits and more freedom.

Key Takeaway

You don't have a work problem. You have a decision problem.

The good news is that better decisions can completely change the future of your business.

Action Step

Download the free Profit Leak Audit to identify where money is slipping through the cracks in your business. It takes about 10 minutes and gives you a clear starting point for improving your profitability.

Resources

• Free Profit Leak Audit: https://theprofitablefencer.com• Learn more about The Profitable Fencer coaching programs.

If you found this episode valuable, subscribe to the podcast and share it with another fencing business owner who needs to hear it. Next episode, Simon dives into the numbers that actually run your business.

Maximize Your Fencing Business: The Eight Cylinders for Growth and ProfitabilityIn this episode, Simon Davis from The Profitable Fencer breaks down the eight critical areas—cylinders—that must work in harmony to build a scalable, profitable fencing business. Learn how misfires in any of these areas can drain resources and hinder growth, and discover actionable tips to tighten your operations.Main Topics Covered:

• The concept of the eight cylinders and their importance
• How leadership and vision influence business direction
• Packaging your product to add value beyond fencing
• Attracting quality leads and recruiting skilled team members
• Clarity in sales and the importance of strong quoting processes
• Delivering with excellence to build trust
• Implementing systems and technology for consistency
• Optimizing operations and building a strong team for sustainability
• Using data dashboards to monitor performance and identify weaknesses
• Prioritizing fixing one bottleneck at a time for steady growth

• 00:00 - Introduction: Why most fencing businesses struggle with owner dependency
• 00:45 - The concept of the eight cylinders driving business health
• 01:15 - Why being busy doesn't necessarily mean profitability
• 01:35 - The importance of leadership and vision in shaping your business
• 02:02 - How to focus on the right work and avoid cheap, unprofitable jobs
• 03:01 - Packaging your product: selling peace of mind, security, and aesthetics
• 04:07 - Understanding your client's underlying reasons for fence needs
• 05:04 - Communicating value to stand out and avoid being just a commodity
• 06:14 - Managing lead quality over quantity and recruiting good team members
• 07:04 - Clarity in sales and building confidence with well-structured quotes
• 08:21 - Delivering quality to build trust and ensure repeat business
• 09:18 - The importance of controlling the delivery process
• 10:47 - Implementing systems and tech to streamline operations
• 12:02 - The distinction between operations and delivery
• 13:13 - Building a team: standards, accountability, and structure
• 14:17 - The pitfalls of owner-dependent businesses and growth without structure
• 16:26 - Identifying your bottleneck with a simple scoring system
• 18:27 - The importance of data dashboards for decision-making
• 19:15 - Fixing one bottleneck at a time for sustainable growth
• 20:54 - Building trust in your team and letting them learn through doing
• 21:21 - Structural fixes over personal effort: how to move from dependencies to scalability
• 22:01 - Final thoughts: shift your focus from doing more work to fixing weak cylinders

Resources & Links: Connect with Simon Davis:

• The Profitable Fencer
• https://www.linkedin.com/in/simonmdavis/

In this episode, Simon Davis reflects on the tumultuous year of 2025, sharing both the challenges and lessons learned in his fencing business. He discusses the tight cash flow, compliance issues, and personal health struggles that impacted his ability to create content and manage his business effectively. Simon emphasizes the importance of mental health, the dangers of desperation in business decisions, and the value of building a trustworthy team. He also highlights the significance of accurate financial tracking and the power of connection through check-ins. Looking ahead, Simon shares his goals for 2026 and encourages listeners to plan for the future.

Chapters

00:00 Reflecting on 2025: A Year in Review

02:48 Challenges Faced: Cash Flow and Compliance Issues

05:21 Health Struggles and Mental Load

07:29 Desperation in Business Decisions

10:13 Learning from Mistakes: A Personal Story

12:38 Shifting Focus: From Tools to Business Management

15:08 The Importance of Accurate Financial Tracking

17:45 Building a Trustworthy Team

20:24 The Power of Connection and Check-Ins

22:40 Looking Ahead: Goals for 2026

In this episode, Simon Davis reflects on the challenges faced over the past year, including significant drops in turnover due to severe weather conditions in Australia. He discusses the strategies he implemented to adapt to these challenges, such as increasing prices, diversifying services, and focusing on quality over speed. Simon emphasizes the importance of resilience and the cyclical nature of business, sharing insights on how to navigate tough times and prepare for future opportunities.takeaways

• The last 12 months have been extremely challenging for many businesses.
• Weather patterns have drastically affected productivity and turnover.
• Increasing prices can be a viable strategy during tough times.
• Diversifying services can help sustain a business.
• Maintaining quality is crucial for customer satisfaction.
• Taking a wage cut can be necessary to protect staff.
• Investing in equipment can improve operational efficiency.
• Chasing tenders and following up on quotes can generate more work.
• Resilience is key in navigating economic cycles.
• Understanding your numbers is essential for business sustainability.

Chapters

00:00Back From The Brink: A Year of Challenges

03:28Weathering the Storm: Impact of Severe Weather

06:50Adapting Strategies: Increasing Prices and Tendering

10:22Emerging Opportunities: New Jobs and Future Outlook

13:20Resilience and Diversification: Lessons Learned

In this episode, Simon Davis discusses the challenges of overcoming burnout and rebuilding momentum in both personal and professional life. He shares his experiences with managing stress, financial pressures, and the importance of creating effective systems and routines to alleviate the burden of leadership. Simon emphasizes the need for self-care, resetting priorities, and the value of a supportive team in navigating these challenges.

Takeaways

• Burnout is a common issue that many face.
• Taking a break and resetting is essential for mental health.
• Managing finances can add to stress and burnout.
• Creating systems can help alleviate pressure.
• Letting go of control can lead to better outcomes.
• Rebuilding routines is crucial for productivity.
• It's important to prioritize self-care and downtime.
• A supportive team can make a significant difference.
• Leadership requires a shift in mindset.
• Profitability is a key focus in business.

Chapters

00:00Relaunching After Burnout

04:25Managing Pressure and Finances

07:13Building Effective Systems and Routines

08:49New Chapter

The importance of benchmarks in trades like fencing – and how to use them to measure, manage, and grow your business.In this episode, Simon Davis breaks down why benchmarking is one of the most underutilized but powerful tools for trade businesses. From spotting red flags in your numbers to improving your quoting accuracy, benchmarks offer clarity, consistency, and confidence in decision-making.Whether you’re running a small crew or scaling up, if you’re not using benchmarks – you’re flying blind.Key TakeawaysSpot Strengths & WeaknessesBenchmarks show you where you’re excelling and where you need improvement (e.g., your gross profit margin vs. industry standard).Set Realistic GoalsUse industry data, not gut feelings, to set achievable and informed business goals.Make Better DecisionsWhether it’s labour costs or material use, benchmarks take out the guesswork.Track Progress Over TimeRevisit benchmarks annually to see if you’re improving or just staying busy.Build CredibilityFacts and figures give you confidence with lenders, clients, and new hires.Improve Job Costing & QuotingUse benchmarks to dial in your man-hours, waste rates, and job profitability.Timestamps00:00 – Introduction: Why benchmarks matter00:31 – #1: Identifying strengths & weaknesses01:00 – #2: Setting realistic, industry-aligned goals01:27 – #3: Making informed business decisions01:57 – #4: Tracking long-term progress and Kaizen02:24 – #5: Backing up your business with facts02:51 – #6: More accurate quoting & job costing03:10 – Final thoughts: Benchmarking is your dashboard🎧 Subscribe & Learn More at: www.theprofitablefencer.com📲 Follow The Profitable Fencer Podcast for more insights on growing a profitable fencing business.