Who You do Business With Matters the Most

Learn how choosing Quality Customers over Bad and 2nd-Rate Customers can transform your business.

Jim Stein
Published Date: May 19, 2023

Most owners aren’t aware of how big of a difference there is between fueling their company with Quality Customers versus Bad and 2nd-Rate Customers. As you can see in the table, it’s the difference between a wonderful dream and a nightmare.



Fuel your company with too many bad and second-rate customers and you’ll feel the frustration of price shoppers who use you for a special and don’t return; who don’t really have the money to afford you; who are bad communicators and quick to make threats; who make unfair claims to get extra work they won’t pay for; or who don’t appreciate anything and write bad, exaggerated reviews.


Quality Customers are on the other end of the spectrum. They’re the best fuel to build your company for the long term because they’re willing to pay for quality, they’re good communicators who seek good relationships, they want fair dealings, and they return and refer others.


Quality Customers add a lot of value to your company while Bad and 2nd-Rate Customers decrease its value and cause a lot of headaches along the way. The table below highlights the impact of fueling your company with Quality Customer versus Bad and 2nd-Rate Customers.


Bad fuel will cause your company to struggle with pure price shoppers who spin your wheels with thin and no-margin work, staff dissatisfaction and turnover, and cash flow troughs that keep you up at night. This all leads to a declining company value that’s ultimately unsellable upon your retirement…if your company makes it that far.


You don’t have to put up with that.


Quality Customers fuel an ongoing flow of good-margin work so you’re able to attract and compensate quality staff, build a solid cash cushion, and dramatically increase the value of your company so it could be sold if you ever wanted to. The first step of the Quality Customer Framework is to make a Quality Customer Commitment.