Why Most Brisbane Small Businesses Struggle with the Wrong Customers
I’ve sat down with hundreds of business owners from Chermside to Coorparoo, and I hear the same frustration every single time: "I’m busy, but I’m not making the money I should be."
Usually, it's because they are saying yes to every single person who calls. They think a 'lead' is a 'lead'. It isn't. If you spend three hours quoting a job for someone who is just price-shopping and has no intention of paying for quality, you haven't just lost three hours—you've lost the money you would have made if you were working for a serious customer.
Most of what you read online about 'brand strategy' is academic rubbish. For a local tradie, a boutique shop, or a professional service firm, your brand isn't a logo. Your brand is the type of customer you attract and how you treat them.
If your phone is ringing but it’s mostly people looking for a 'cheap deal,' your business look is costing you customers who actually have money to spend. To fix this, you need a system to filter the gold from the gravel.
At Local Marketing Group, we use a specific onboarding checklist to make sure we only work with people we can actually help. I’m going to give it to you today so you can steal it for your own business.
The "Is This Worth My Time?" Checklist
Before you send a quote, before you book a site visit, and definitely before you pick up a tool, you need to ask these four questions. If the answer to any of these is 'no' or 'I don't know,' you are likely about to waste your time.
1. Does this person value quality or just the lowest price?
In Brisbane, there will always be someone willing to do the job cheaper than you. If you try to compete with the guy working out of the back of a 2005 Hilux with no insurance, you will go broke.The Test: Mention a ballpark figure early. If they flinch or start talking about a 'mate' who did it for half that, walk away. You want customers who understand that a job done right the first time saves them money in the long run.
2. Is the problem they have something I am an expert at?
I see many builders or landscapers taking on 'odd jobs' just to keep the boys busy. This is a trap. When you do work outside your 'sweet spot,' you work slower, you make more mistakes, and you end up with bad reviews because you weren't the right fit for the task.The Test: If you can’t explain exactly how you’ll solve their problem in two minutes, you probably shouldn't be doing the job.
3. Are they a 'High-Maintenance' Nightmare?
We’ve all had them. The person who calls at 8:00 PM on a Sunday to ask a question that could have waited until Monday. These people eat your profit because they demand ten times more 'management' than a normal customer.The Test: How do they treat you during the first phone call? Are they respectful of your time? Do they listen? If they are difficult before they’ve even paid you a cent, they will be impossible once they have.
4. Can they actually pay?
It sounds simple, but a lot of small businesses get burnt here.The Test: For any job over $1,000, you should be asking for a deposit upfront. If a customer refuses to pay a deposit to cover materials or booking time, they are a massive financial risk to your business.
What This Checklist Does for Your Bank Account
When you start using a checklist like this, three things happen almost immediately:
1. You stop wasting petrol and time. No more driving across town for quotes that go nowhere. 2. Your profit margins go up. You’re working for people who pay your full rate without arguing. 3. Your stress goes down. You’re dealing with reasonable people who appreciate your work.
I’ve seen this work for a plumber in Morningside who was working 70 hours a week and barely breaking even. By simply refusing to quote for 'tyre kickers' and focusing on high-end renovations, he cut his hours by 30% and increased his take-home pay by $40k a year. That is the power of a real brand strategy.
How to Implement This Today (Without Being Rude)
You might be thinking, "I can't just interrogate my customers!" You don't have to. You just need a process.
Step 1: The Pre-Qualification Call
When someone calls, don't just say "Yeah, I'll come out and have a look." Spend 5 minutes on the phone. Ask: "What's your budget for this project?" and "When are you looking to get this started?"Step 2: The Professional 'No'
If they aren't a fit, tell them. "Look, based on what you’re looking for, I’m probably not the cheapest option in Brisbane, and I wouldn't want to waste your time. You might be better off trying [Competitor Name]." This actually builds massive trust. People respect honesty.Step 3: The Welcome Pack
Once they pass the test, send them a simple one-page PDF. Tell them how you work, when you'll arrive, and how payment works. This stops the "Trust Deficit" that happens when customers feel left in the dark. If you don't set expectations, your brand strategy is failing before the job even starts.The Reality of Costs and Timelines
Setting up this system costs you $0. It just takes discipline.
You will see results the very first time you say "no" to a bad lead. That’s three hours of your life you just got back. Within three months, you’ll notice your bank balance looks healthier because you aren't subsidising difficult customers with your own hard-earned money.
Summary: Stop Being a Busy Fool
Most Brisbane business owners are "busy fools." They run around all day doing work they don't enjoy for people they don't like for money that doesn't cover their overheads.
Don't be that person. Use this checklist. Vet your customers. Charge what you are worth. It’s not about being 'fancy'; it’s about running a business that actually supports your life instead of consuming it.
Need help getting the right people to call you in the first place?
At Local Marketing Group, we don't care about 'likes' or 'shares'. We care about your phone ringing with the right kind of customers—the ones who pay on time and value your work.
If you want a website and a marketing plan that actually makes you money, let’s chat.