I have no experience in "haul away" service business, so can't give specific advise for that type of service business. I have 25+ years of running service type businesses. First thing that comes to me is a old saying "The devil is in the details", that mysterious element "details".
The hardest and most expensive lesson I had to learn, is every potential customer is not always going to be my customer, nor do I want them to be. Each business has to decide and seek their type of customer. Not just what works for the business owner, you also have to be able to satisfy the customer base. Provide a profitable service at the same time give professional, competent work in a timely manner and to a high degree of a customers compete satisfaction. You want and need your customers to be "HAPPY" with you. Most people hate spending money, have many "need to pay" expenses and need to prioritize "other expenses". When a customer pays you for a service, they need and you want them to know they made a decision in choosing your service business.
I have two basics that guide me in business: 1. Any endeavor has to be good for me, my employees and my customer. 2. If my customer is not satisfied with the level of service. I don't want them to pay me. Every customer is told that in our service contract, that same contract includes a lot of other details, including how much and when to pay me (almost always a percentage before start of service). Details, detail and more details (both parties should be asking and answering questions as part of any business).
The first two questions I ask a potential customer, How did you learn about my company and why do you want it done by me? What do I want to hear? That another customer referred me, because I'm the best at what I do. Does every job go perfect, seldom ever, but we keep working to get even better!
If you desire to own a service company and be the "boss", you will need to learn how to work smarter and better than others, because someone else is already doing it and many more want to.
Just my $0.02 for what it's worth.
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