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Most people don’t grow up dreaming of septic systems, but for Brock Peel, building Canadian Sanitation into a thriving operation has been a journey of grit, strategy, and smart decision-making.
In this blog post, I share things I learned from Brock on how he estimates septic installs, manages his crew, and keeps projects profitable without overcomplicating the process. If you're in the trades or running a service-based business, his insights will absolutely level up your approach. Here’s what stood out from our conversation with Brock:
Keep It Simple — But Know the Numbers Cold
Brock is all about simplicity in his process, but that doesn’t mean he cuts corners. “I operate on round numbers for a reason—keeping it simple helps me stay on top of my business,” he shared. For example, he knows his fixed monthly costs hover around $32,000 to $35,000. That includes equipment payments, payroll, insurance, and marketing.
“If you don’t know your numbers, you’re flying blind,” he said. “When you’ve got those fixed costs covered, you know exactly what each job has to contribute to keep you in the black.”
His approach? Break things down into manageable metrics. Know what each day on-site costs. Track what each job contributes to overhead. And build profit from the start.
Price the Job with the Crew in Mind
Estimating a septic install isn’t just about materials—it’s about understanding how your team works. Brock emphasized, “You have to get to know your crew and how long certain jobs will take. That’s how you price confidently.”
Instead of pricing a job based on ideal conditions, Brock often estimates conservatively. If the install should take three days, he prices it for five. “That buffer protects your profit and keeps the stress off your crew,” he said. “Plus, if you finish early, the client’s happy.”
Speed = Trust and More Wins
Brock’s not trying to be the cheapest—he’s trying to be the most efficient. “If you can get a quote to a customer fast, they’ll trust you with the job,” he shared. “Speed doesn’t just win work—it builds your brand.”
He mentioned how quickly turning around estimates (often same-day) has led to landing bigger, more consistent jobs. “It’s one of the easiest ways to stand out,” Brock said. “Be the first to respond, and you’re already ahead.”
Don’t Copy Competitors—Do the Math Yourself
Too many contractors set their prices based on what everyone else is charging. Brock warns against that. “You’ve got to understand the why behind your pricing,” he said.
He told a story about working a storm sewer job alongside a friend. Even though their final numbers were close, Brock broke everything down himself—length of pipe, number of manholes, time to trench. “That’s how you build confidence in your bid,” he explained. “Don’t guess—do the math.”
Clients Will Pay More for Confidence and Clarity
Brock doesn’t try to be the budget option. “We’re often one of the higher quotes,” he admitted, “but we get picked because we explain everything clearly and we don’t leave room for surprises.”
By setting expectations, owning the full process, and showing up fast, Brock creates trust—and that’s worth a premium. “If you can solve a customer’s problem before they even ask,” he said, “they’ll pay you to take care of it.”
Keep Learning and Get After It
When I asked Brock what advice he’d give to someone just getting started—maybe quoting their first septic job—he didn’t hesitate: “Talk to people. Learn the game. And then just get after it.”
He added, “Every job you do is another chance to get sharper. Every estimate is another rep. It adds up.”
Key Takeaways:
- Use simple numbers—but know them deeply: Don’t overcomplicate your finances. Focus on understanding what each day or job costs.
- Estimate for real-world conditions: Factor in the time your crew actually takes, not just ideal scenarios.
- Speed wins work: Get your estimates out quickly and beat the competition to the punch
- Don’t follow—lead with logic: Build every estimate from scratch and know why you’re charging what you are.
- Charge for confidence: Clients don’t always want the cheapest—they want the contractor they trust the most.
If you’re in septic, excavation, or any local service business, this episode is a playbook on how to simplify, systemize, and scale with confidence.
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