Different pricing for different customer types
Pricing the same way for every customer leaves money on the table with some and loses you others.
Residential vs commercial pricing isn't optional
Different scopes, different risks, different terms. Build separate pricing structures for each. One spreadsheet won't fit both.
Repeat customers earn loyalty pricing, not panic discounts
A small intentional courtesy ('we keep your rate flat this year') beats a one-off discount triggered by a complaint.
Don't underprice referrals just because they're warm
Referrals are higher-trust leads, not lower-value ones. They convert at full price more often than not.
Take your version of this question further
This is one operator-tested angle on the question. Your shop, your size, your trade, and your team change the answer. Ask your specific version inside Ask a Shop Owner to get a response grounded in how owners like you actually handled it.