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The document discusses customer needs and preferences for home renovation services. It addresses several common customer requests: 1) Customers want good value for their budget and will spend more money for high quality. 2) Quality of workmanship is important as renovations are handmade. High quality contractors can charge more as quality is valued. 3) Customers desire speed as it reduces costs and allows contractors to take on more projects, increasing profits. The document emphasizes listening to customers and understanding that they want renovations that are of good price, quality, speed and trustworthiness to feel happy with their investment. Contractors should focus on delivering value rather than just low prices.Read less