Build a business that pays you — and runs without you.
I help business owners fix their pricing, plug profit leaks, grow without paying for more ads, and step out of the day-to-day. I built a seven-figure company in HVAC, and the same playbook works for any business with customers.
You started this business for freedom. Now it owns you.
Most owners are great at their craft but were never taught the business side. That's not a character flaw. It's a skills gap, and it's fixable.
- You're working more hours now than when you worked for someone else.
- Cash flow is a guessing game, and payroll week makes your stomach drop.
- You're not sure your prices actually cover overhead and profit.
- Your team doesn't take ownership the way you do.
- Leads come in waves — feast one month, famine the next.
- You're burned out and can't take a real day off.
I've been where you are. I built the way out.
I'm the best-selling author of The Profit Playbook, a U.S. Air Force veteran with 20+ years in HVAC. I own A/C Man Heating and Air Conditioning in Fayetteville, North Carolina, which I grew into a seven-figure company — after years of learning the hard way what actually moves the numbers.
Along the way I invested over $30,000 in high-level business coaching and earned my degree in Business Management. Now I teach business owners, from contractors to service companies to local shops, the pricing, sales, marketing and hiring systems that work in the real world — not theory.
You'll find me in my 96,000+ member Facebook group for HVAC business owners, on YouTube, and on stages across the country.
Coaching & Consulting
Coaching and consulting for owners who are done guessing. Live calls, proven systems, and a room full of owners pulling in the same direction.
FRAP Chapter & Profit Lab
- Live group coaching calls twice a month — sales, pricing, marketing and hiring
- Guest experts for live Q&A
- Full course library you can work through at your own pace
- Membership in my virtual FRAP chapter — two meetings a month
- Profit Academy training
- Open office hours for your specific questions
1-on-1 Consulting
- Hands-on help for your specific business
- Pricing and offers
- Sales process
- Growth plans
The HVAC Pricing Tool
- Billable-rate calculator built on your real overhead
- Flat-rate pricing matrix
- Step-by-step setup walkthrough video
- Bonus: full pricing course
The Profit Playbook
The playbook I wish I'd had when I started. It lays out how to price for real profit, control overhead, and build a home service business that grows without burning you out.
- Know your true cost of doing business — and price to beat it
- Find the overhead leaks quietly draining your margin
- Build lead flow you can predict instead of hope for
- Set up the business to run when you're not there
Business owners getting real results.
Hit play and hear it straight from them.
We grew our service plans from 100 to over 400 using Michael's strategies.
I've been working with Michael Johnson for months now, and the guy 100% knows his stuff. He taught me how to follow up with leads, close more deals, and structure my business — from invoicing to using rebates to lower prices and win more customers. I highly recommend his services to anyone serious about growing their small business.
His advice on marketing strategies was invaluable in attracting more customers to our business.
This has been a game-changer for me. It's taught me how to understand people, build genuine connections, and communicate more effectively when discussing issues with their home and heating systems. Highly recommend it!
This is a 10 out of 10 and I'll be using it going forward.
Working with Michael Johnson has been a game-changer. With his expertise and the tools he provides, I've been able to take my business to the next level. I highly recommend his services to anyone serious about growth and success.
Bring Michael James Johnson to your event.
Michael speaks to business owners and contractors about pricing, profit and the mindset that keeps owners stuck. He has been one of a few regional hosts on Housecall Pro's 22-city Trades Thursday tour, spoken at the Conquer Summit in Orlando, and appeared on the Roger Wakefield show.
Request Michael for Your Event
Let's talk about your business.
Send a message and my team will get back to you within one business day.
- 1Coaching, consulting, or a FRAP Chapter
- 2Booking Michael to speak or for a podcast
- 3Bulk book orders and partnerships
Are your prices actually making you money?
Most owners price by guessing or by copying the shop down the road. In this free video I walk you through how to price your jobs step by step, starting with your real numbers, so every job covers your costs and pays you a profit.
- Find your true cost of doing business
- Set a billable rate that covers overhead and profit
- Stop leaving money on every ticket