Stewardship

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by Brother Carlton

02/12/25
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Let me tell you a story about how I made nearly $500 an hour on a job I wasn’t even sure how to price at first. It’s a perfect example of how people need inducement to take action, but once they’re engaged, they buy you, your service, and your ability to get the job done—not just the offer that got them through the door.

The Power of an Ethical Bribe

Back in 2003, I had a website for my junk removal business, and I was experimenting with ways to get more leads. I decided to offer a free travel voucher—something worth a couple of hundred dollars—as a lead magnet. The idea was simple: people love getting something extra, and it was just a way to get my phone to ring.

One day, I got a call from a guy in San Fernando Valley who needed a warehouse cleared out. When I got there, I realized this was a massive job, way bigger than I could handle alone. I wasn’t sure what to charge, but after looking at the scope, I quoted him $10,000.

His first question? "Does that include dump fees?"

I hesitated. Before I could answer, he said, "How about I add $1,000 for that—will that cover it?"

Now, at that moment, I had two choices: I could negotiate and try to squeeze out more, or I could agree and secure the deal on the spot. I went with the latter and said, "Yeah, that should cover it."

Turns out, the dump fees were actually $1,400, but the job was now an $11,000 deal.

Getting Paid Upfront & Executing the Job

He wired me $5,500 upfront, which gave me the cash flow I needed to make this job happen. I called my friend Billy Diller from Stockton—he had a truck and a helper. I also rented a stake-side truck (not a box truck) to move the heavier items.

When we got to work, we realized something interesting…

The freezer section was filled with blocks of frozen cheese. Now, instead of just dumping it—and paying extra fees to do so—I donated the good cheese to Covenant House and a church I had visited in Hollywood. That move alone saved me money AND created goodwill.

The Travel Voucher That Was Never Redeemed

And here’s the funny part…

The guy who hired me? He never even asked for the travel voucher. It wasn’t what made him do business with me—it was just the nudge that got him to call.

I had the voucher ready for him, but he never brought it up. Why? Because once we were in conversation, he wasn’t buying a voucher, he was buying certainty—the confidence that I could get the job done right.

Final Numbers: The Most Profitable Job I Ever Did

After dump fees, truck rental, and labor, I cleared $7,700 in profit.

The job took two full days of work (about 16 hours total).

That means I made $481 per hour—the highest per-hour rate I had ever made in my business.

Lessons & Takeaways

People Need Inducement to Take Action – The travel voucher got the phone to ring, but it wasn’t the reason he hired me. It was just a tool to start the conversation.

Negotiate Smartly & Secure Upfront Payment – The client offered me an extra $1,000 for dump fees without me even asking, and I got $5,500 upfront, ensuring cash flow.

Reduce Costs Creatively – Instead of paying to dump the cheese, I donated it, turning a liability into goodwill.

It’s Not Just About the Money, It’s About Positioning – This job proved that I could handle big-ticket jobs and charge premium prices. It set the stage for future deals.

How This Applies to You & Your Business

If you’re in business, you need to ask yourself:

What’s your ethical bribe? What’s the small, low-cost, high-perceived-value offer that gets people to start the conversation with you?

Are you pricing yourself right? Many small business owners undercharge out of fear. But when you position yourself as the solution, people are willing to pay.

Are you structuring deals properly? Always try to secure upfront payment, negotiate wisely, and find ways to reduce unnecessary costs.

Conclusion: The Ethical Bribe is Just the Beginning

That one lead magnet—the free travel voucher—brought in an $11,000 job. Not because the voucher was valuable, but because it got someone to take action.

Your customers, your clients, and even the people in your life need inducement to move forward. But once they do, they’re not just buying the deal, they’re buying YOU.

Would you like help structuring a lead magnet or pricing strategy that helps you close bigger deals and make more money per hour? Let’s talk.

Brother Carlton ministers the gospel to the Los Angeles area. Formerly a Hollywood actor, SAG member, and property cleanup expert, he now spends most of his time studying the Scriptures and helping small businesses grow more profitably using world-class tactics and strategies. He also offers business coaching and inspirational speaking to help entrepreneurs and individuals achieve greater success. If you're a business owner looking to increase revenue, attract more customers, or need a dynamic speaker for your next event, contact me at [email protected]. Put help in the subject line.

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