Trade Wins Lesson #13

Not everyone is your customer—and that is good business.

A service charge, your truck wrap, and how you handle haggling tell buyers who you are before the tech arrives. This lesson shows Mitch's qualification system—and why waiving trip charges to book calls sets your team up to fail.

Lesson 13: Qualifying Your Customers Approx. 25 minutes
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Filters

Qualification starts before the truck rolls

  • Service charge~30% of callers self-select out— that is the point.
  • Vehicle & brandingFlashy wraps pull residential if you chase commercial—and vice versa.
  • No free estimatesCheap callers signal cheap repairs and price fights later.
  • Stand your groundHaggling on the trip charge predicts haggling on everything.

What you get from Lesson 13

0:06
Welcome — qualifying customersMethods matter—even if yours differ from ours.
2:06
$89 service chargeCredibility for them, buying signal for you.
4:19
Client avatar in practiceCommercial, landlord, and residential qualify differently.
8:00
Discount drain openingsTwo extremes work— the middle struggles.
12:00
Promos hurt metricsWaived fees bring a different class of buyer.
18:00
When we waive feesOnly excavation estimates and water heater ranges— with price context upfront.
Team impact

Why qualification protects reviews

  • Consistency for techsRandom discounts destroy morale and tracking.
  • Bad reviews often misfitsBending for the wrong customer breeds public blowups.
  • Write it downHandbook rules for haggling—same answer every time.
  • Leads to sales methodLesson 14 picks up once the right customer is on the schedule.

Ready to stop chasing customers who were never yours?

Lesson 13 pairs with ideal customer and sales method lessons. Membership includes scripts, community examples, and coaching on your market.

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