Bad Fit Customers
Purpose: Names the lead patterns Summit should decline or de-prioritize, and gives the language for saying no politely. Marcus maintains this with input from Tara (estimating time wasted) and Pete (jobs that went sideways). Saying no early is cheaper than saying it after a site visit, and far cheaper than saying it mid-project.
Why this doc exists
Every hour Tara spends estimating a job we shouldn't take is an hour a best-fit customer waited. Most "bad" leads are good people with the wrong project for us; the goal is a fast, respectful no with a referral where we can offer one.
Decline outright
- Out of service area. Beyond roughly 45 minutes from Riverton. Night-time emergency calls from two hours away included; refer to a closer contractor.
- Out of scope. Anything outside the four service lines: interior-only painting, HVAC, plumbing-only, new-construction roofing for builders, tile/slate roofs, flat commercial membrane systems, mold remediation, water extraction. Full list in What We Do Not Do.
- Deductible games. Anyone asking us to inflate an insurance scope, invoice one number and charge another, or "handle" their deductible. Immediate, polite, permanent no. Dave's rule.
- Sub-$15k remodels. Below our remodel floor; refer to a handyman service.
- Permit avoidance. Customers who want work done without required permits or inspections.
De-prioritize or slow down
These aren't automatic declines, but treat them with caution and get Marcus's read before investing estimate time:
- Price-only shoppers collecting a fifth bid. If every question is price and they volunteer that we're bid number five, quote the honest range and let them come back if the value story lands.
- Timeline that can't be met. "Kitchen done before Thanksgiving" in mid-November. An honest no now protects the review score later.
- Serial contractor-switchers. Mid-project rescues where the story is that three previous contractors were all incompetent. Sometimes true; usually a pattern. Pete looks at these personally before we bid.
- Decision-maker games. One spouse books repeatedly while the other "isn't available." Reschedule until both can attend.
- Discount-first negotiators. People who open with "what's your cash discount?" before scope is defined. Remember the rule: discounts over 5% need Tara (Estimator) or Dave (Owner) approval, and reps never pre-promise beyond that.
How to decline (sample phrasing)
- Out of area: "That's outside our service area, and you deserve a crew that can get to you fast. Try a contractor closer to you in [town]."
- Out of scope: "That's not work we do, so I won't pretend we're the right fit. Here's who we'd call for that."
- Deductible request: "We can't do that. It's insurance fraud, and it puts you at risk too. We're happy to do the job documented straight."
- Timeline mismatch: "I'd rather tell you now than let you down in three weeks: we can't hit that date and do it right."
Log every decline in GoHighLevel as Lost with the reason, so Lost Lead Reactivation doesn't re-chase a lead we chose to release and reporting stays honest.
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