I wish I had known this piece of information when I started out. It would have saved me a ton of time and heartache. It's taken me the better part of 15 years to learn this. here it is: I used to be under the impression that if I offered the bestest, most greatest, most reliable-est, most detail oriented lawn service ever, that customers in turn would be ultra-loyal and would never leave me. And while this is occasionally (and even often) true, make no mistake.....nearly every customer is ultimately OUT FOR THEIR OWN INTERESTS. In otherwords, most customers would think nothing of canning you if the right circumstance presents itself. Or if you screw up somehow. Or if someone offers a lower price....or if some scrub throws shrub trimming in for free, etc. Heck, the customer could even move out of state and leave you high and dry. You never know. My point is you HAVE to look out for yourself. You're in this business to make money...not friends. Making friends is just a sidebar. Never sell yourself short. Don't give anything away for free. And NEVER EVER get emotionally attached or financially dependant on one single account. that's 15 years of experience in 4 paragraphs!