52. Who You're Selling To Matters

In this episode, Carson and Gavin break down one of the most overlooked (and misunderstood) parts of growing a profitable construction business: knowing exactly who you should be selling to and who you should not. We walk through how we’ve built our own Ideal Customer Profile (ICP) for Schifsky Companies, the types of projects we actively pursue, and the red flags we look for to avoid bad jobs before they ever hit the schedule. If you’ve ever felt like you’re busy but not profitable, this episode will help you understand why. We cover: How to define your ideal customer (beyond just budget) The types of jobs that create leverage vs. chaos What to look for in the first conversation to qualify or disqualify a lead Why saying “no” to the wrong projects is the fastest way to grow How your ICP should shape your marketing, sales process, and operations Whether you’re doing design build, service work, or trying to move into larger, higher margin projects, this episode will help you get clarity on who you should be building for and how to build a business that actually scales.