Why do you think 4 out of 5 businesses fail and what are you doing to avoid joining the majority?

Excellent points above - couldn't agree more. Also, you might be the best plumber, lawn care tech, cleaner, HVAC, detailer, or whatever in the business - but you need to properly portray that to the customer. Tailoring your "bedside manner" and fine tuning how your business looks and sounds to a new customer makes a massive impact. Even if you fix their problem better/faster than anyone else if you've shown up looking ratty and not acting personable, they won't feel great about your work. And that matters.