Do You CHOOSE Your Customers? – Becca Switzer & Matt Danskin

Don't pre-judge customers by their house or appearance — a double-wide can buy the most expensive package; judge behavior, not exterior circumstances.

Over-qualifying and cherry-picking big jobs leaves major opportunity on the table; Becca turned overlooked small roofs in a poor St. Louis neighborhood into $25K-$30K jobs through siding, gutters, and windows.

Watch behavioral red flags — chronic complainers and buyers who fixate on price from the start often become pain-in-the-ass or 'can of worms' customers.

Focus on maximizing referrals and creating volume of opportunities rather than obsessively weeding people out — great customers refer great customers.

Qualify harder for retail roofing than storm restoration, since the homeowner foots a large bill; use financing and pre-qualification to shift collection risk.

Matt filters customers at the macro level by choosing which insurance carriers and agents to work with — premium carriers like Amica pay closer to full and attract better customers than fighting All State.

Position yourself as the 'Lexus' through physical presentation, an authoritative sales presentation, testimonials, before-and-after photos, and a defined brand identity.

Build a written ideal client profile with your team so you know exactly who you're marketing to instead of taking every job that comes.