The New Flat Rate

In this episode, we sit down with Jim Penning of Penning PHCE, a third-generation company founded in 1917. Jim shares how The New Flat Rate helped him go from daily stress, grumpy techs, and profit uncertainty to a streamlined, self-managed, and highly profitable business. Hear how he cut $65 off his cost per productive hour, eliminated unnecessary staff, and started handing out technician bonus checks as high as $3,500 a week.

If you’ve ever felt overwhelmed running a service business—or questioned if it’s all worth it—Jim’s honest, no-fluff story will hit home. This is about commitment, leadership, and what happens when you finally go all in.

Social Media Links:

Instagram

TNFR- ⁠⁠https://www.instagram.com/thenewflatrate⁠⁠

Facebook

TNFR- ⁠⁠https://www.facebook.com/TheNewFlatRate⁠⁠

LinkedIn

TNFR- ⁠⁠https://www.linkedin.com/company/the-new-flat-rate-inc-/posts/?feedView=all⁠⁠

Links and Resources:

⁠⁠thenewflatrate.com⁠⁠

Why Won’t They Pay Me What I’m Worth? by Rodney Koop (Audiobook Series)

If your service company isn’t stacking cash, this book is for you. Rodney Koop reveals why homeowners hesitate to pay—and how to sell the way they already buy. Whether you’re in HVAC, plumbing, electrical, or another trade, you’ll learn how to charge what you're really worth.

📖 Read along here: ⁠⁠⁠⁠⁠⁠⁠Click to open the book⁠⁠⁠⁠⁠⁠⁠

About the Author:

Rodney Koop is the founder of The New Flat Rate, the first in-home menu pricing system for contractors. With over 30 years of experience founding and selling service businesses, he's also a Master Electrician, motivational speaker, and entrepreneur who knows what it’s like to struggle—and how to win.

What’s the real reason your business isn’t growing—chaos, confusion, or costly mistakes? In this episode of The New Flat Rate podcast, Vice President Matt Koop reveals the real formula behind smart, sustainable business growth. If you’ve ever felt overwhelmed by decisions, regretted a rushed hire, or chased a shiny idea that flopped, this episode is for you.

Matt walks through a proven four-part strategy—Clarify, Simplify, Maximize, Multiply—that helps contractors scale with confidence, not chaos. You’ll learn how to avoid decision fatigue, streamline your systems, and set your business up to grow better, not just bigger. Packed with real stories, actionable steps, and hard-won wisdom, this episode is your roadmap to smarter leadership and long-term success.

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Timestamps:

0:00 – Introduction
0:19 – Decisions made in panic mode
1:18 – Growth doesn’t come from chaos
2:27 – The formula: Clarify, Simplify, Maximize, Multiply
3:40 – Defining the real problem
6:07 – Aligning growth with your vision and values
7:19 – Simplify: Avoid overcomplicating solutions
9:14 – Strategic thinking in the field
11:12 – Maximize: Amplify what already works
13:52 – Guerrilla marketing that drives results
14:48 – Multiply: Scaling what’s solid
17:05 – Learning from mistakes (like a septic truck...)
18:20 – Scaling smarter, not harder
19:59 – Encouragement to keep moving forward
20:38 – Closing

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Links and Resources:

• Learn more about The New Flat Rate: thenewflatrate.com

• Free 4-Step Growth Formula PDF: https://21060341.fs1.hubspotusercontent-na1.net/hubfs/21060341/Clarify-Simplify%20Decision%20making%20frame%20work%20R1.0%20MK22.pdf

Why Won’t They Pay Me What I’m Worth? by Rodney Koop (Audiobook Series)

If your service company isn’t stacking cash, this book is for you. Rodney Koop reveals why homeowners hesitate to pay—and how to sell the way they already buy. Whether you’re in HVAC, plumbing, electrical, or another trade, you’ll learn how to charge what you're really worth.

📖 Read along here: ⁠⁠⁠⁠⁠⁠Click to open the book⁠⁠⁠⁠⁠⁠

About the Author:

Rodney Koop is the founder of The New Flat Rate, the first in-home menu pricing system for contractors. With over 30 years of experience founding and selling service businesses, he's also a Master Electrician, motivational speaker, and entrepreneur who knows what it’s like to struggle—and how to win.

Today we sat down with Mike Abramowitz, the owner of Better Than Rich, to talk about what it really takes to work on your business—not just in it. From building org charts and defining key roles, to onboarding team members (even contractors) with purpose and clarity, Mike shares practical strategies to help you buy back your time and scale sustainably. Whether you’re struggling with turnover, delegation, or just wearing too many hats, this episode is packed with real talk and actionable takeaways for owners ready to grow with intention.

Social Media Links:

Instagram

TNFR- ⁠⁠https://www.instagram.com/thenewflatrate⁠⁠

Better Than Rich- https://www.instagram.com/betterthan_rich/

Facebook

TNFR- ⁠⁠https://www.facebook.com/TheNewFlatRate⁠⁠

Better Than Rich- https://www.facebook.com/betterthanrich/

LinkedIn

TNFR- ⁠⁠https://www.linkedin.com/company/the-new-flat-rate-inc-/posts/?feedView=all⁠⁠

Better Than Rich- https://www.linkedin.com/company/betterthanrich/

YouTube

Better Than Rich- https://www.youtube.com/@BetterThanRich/videos

Links and Resources:

⁠⁠thenewflatrate.com⁠⁠

betterthanrich.com

FREE No BS Call- betterthanrich.com/gsd

Why Won’t They Pay Me What I’m Worth? by Rodney Koop (Audiobook Series)

If your service company isn’t stacking cash, this book is for you. Rodney Koop reveals why homeowners hesitate to pay—and how to sell the way they already buy. Whether you’re in HVAC, plumbing, electrical, or another trade, you’ll learn how to charge what you're really worth.

📖 Read along here: ⁠⁠⁠⁠⁠Click to open the book⁠⁠⁠⁠⁠

About the Author:

Rodney Koop is the founder of The New Flat Rate, the first in-home menu pricing system for contractors. With over 30 years of experience founding and selling service businesses, he's also a Master Electrician, motivational speaker, and entrepreneur who knows what it’s like to struggle—and how to win.

Today we sat down with Matt Maleske, the Founder and Head Trainer of CTM (Coach Train Motivate), to talk about the heart of the technician—what drives them, what challenges they face, and how to better lead and support the people who keep your service business running. From real stories in the field to his powerful message about motivation—“Begin with the end in mind”—this episode is a must-listen for owners and managers who want to build stronger teams, lead with purpose, and become the best version of themselves.

Social Media Links:

Instagram

TNFR- ⁠⁠https://www.instagram.com/thenewflatrate⁠⁠

Coach Train Motivate- https://www.instagram.com/ctm.coachtrainmotivate/

Facebook

TNFR- ⁠⁠https://www.facebook.com/TheNewFlatRate⁠⁠

Coach Train Motivate- https://www.facebook.com/CTMCoach

LinkedIn

TNFR- ⁠⁠https://www.linkedin.com/company/the-new-flat-rate-inc-/posts/?feedView=all⁠⁠

Coach Train Motivate- https://www.linkedin.com/company/coach-train-motivate/

YouTube

Coach Train Motivate- https://www.youtube.com/@coachtrainmotivate/videos

Links and Resources:

⁠⁠thenewflatrate.com⁠⁠

https://coachtrainmotivate.com/

Call them here: 209-304-5450

Why Won’t They Pay Me What I’m Worth? by Rodney Koop (Audiobook Series)

If your service company isn’t stacking cash, this book is for you. Rodney Koop reveals why homeowners hesitate to pay—and how to sell the way they already buy. Whether you’re in HVAC, plumbing, electrical, or another trade, you’ll learn how to charge what you're really worth.

📖 Read along here: ⁠⁠⁠⁠Click to open the book⁠⁠⁠⁠

About the Author:

Rodney Koop is the founder of The New Flat Rate, the first in-home menu pricing system for contractors. With over 30 years of experience founding and selling service businesses, he's also a Master Electrician, motivational speaker, and entrepreneur who knows what it’s like to struggle—and how to win.

Today we sat down with Alyssa McCoy, Market Development Manager at Owens Corning, to talk about how HVAC contractors can unlock a brand-new stream of high-margin revenue through insulation. From real-life success stories of contractors who went from zero to fully booked installation crews, to the power of comfort-driven sales, we dive into how the AirCare program helps service businesses grow, even during slow seasons. If you're looking for a sustainable way to add value, boost cash flow, and put your customers at ease—you don't want to miss this episode.

Social Media Links:

Instagram

TNFR- ⁠https://www.instagram.com/thenewflatrate⁠

Owens Corning- https://www.instagram.com/weareowenscorning/?hl=en

Facebook

TNFR- ⁠https://www.facebook.com/TheNewFlatRate⁠

Owens Corning- https://www.facebook.com/WeAreOwensCorning/

LinkedIn

TNFR- ⁠https://www.linkedin.com/company/the-new-flat-rate-inc-/posts/?feedView=all⁠

Owens Corning- https://www.linkedin.com/company/owens-corning/

Alyssa McCoy- https://www.linkedin.com/in/alyssa-mccoy/

YouTube

Owens Corning- https://www.youtube.com/@owenscorning/

Links and Resources:

⁠thenewflatrate.com⁠

AirCare HVAC Contractor Program Form

Why Won’t They Pay Me What I’m Worth? by Rodney Koop (Audiobook Series)

If your service company isn’t stacking cash, this book is for you. Rodney Koop reveals why homeowners hesitate to pay—and how to sell the way they already buy. Whether you’re in HVAC, plumbing, electrical, or another trade, you’ll learn how to charge what you're really worth.

📖 Read along here: ⁠⁠⁠Click to open the book⁠⁠⁠

About the Author:

Rodney Koop is the founder of The New Flat Rate, the first in-home menu pricing system for contractors. With over 30 years of experience founding and selling service businesses, he's also a Master Electrician, motivational speaker, and entrepreneur who knows what it’s like to struggle—and how to win.