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Will Phinney: From Brokering to Breakers

By James Florence, Diamond Certified Resource Reporter

ROHNERT PARK — Formerly a real estate broker, Will Phinney moved into the electrical service field following the financial crisis of 2008. “I’ve known Ray Reyff, the owner of Reyff Electric, for over 20 years, so when the real estate market crashed, I came to work for him,” he explains. “Coming from a totally different field, it was initially a challenge to find my place here. I worked my way through the customer service, marketing and service departments before eventually moving to the administrative side. Today, as operations manager, I handle employee hiring and management, along with a lot of behind-the-scenes things that keep a business up and running.”

After more than a decade at Reyff Electric, Inc., Will says his favorite part of his job is taking care of clients. “I enjoy being able to help the public with their electrical needs. When a customer is dealing with a tripped breaker or a beeping smoke alarm, it may be a small problem to us, but it’s a big deal to them, so it feels good to step in and be the hero who saves the day.”

A resident of Santa Rosa, Will spends the bulk of his time outside of work with his children. “I have a 20-year-old son, an 18-year-old daughter and a 13-year-old daughter,” he details. “As a single dad, I spend most of my free time with them. I take them to the beach, the movies…whatever it takes to engage them and keep them away from their phones!” When he’s not hanging out with his kids, Will enjoys spending time with friends and visiting Wine Country.

In regard to a professional philosophy, Will espouses the importance of treating employees not merely as workers but as people. “As a manager, I make an effort to come alongside our employees and meet them where they’re at,” he explains. “Everyone has good days and bad days, and everyone makes mistakes. Moreover, learning from your mistakes is a key part of growing and improving, so I try to communicate that. By taking the time to understand what an employee is going through or why they’re having an off day, I can gain some insight into how to help them overcome personal hurdles and be successful.”

Ask Me Anything!

Q: What’s your favorite sports team?
A: The San Francisco Giants.

Q: What kinds of music do you like?
A: Country and classic rock.

Q: Are you a dog person or a cat person?
A: Definitely a dog person.

Q: What’s your favorite TV show?
A: “Fast N’ Loud.”

Q: What’s your favorite snack?
A: A chocolate éclair.