In this marketing-focused episode of the Tactical Dent Tech Podcast, John Highley breaks down a hard lesson about alignment — and why not all referrals are created equal.

If you've listened before, you know John is big on market positioning and attracting pre-qualified customers who already want to work with you. When marketing is done right, sales becomes easy.

But what happens when you align with companies that operate from a completely different sales culture?

In this episode, John discusses:

• The difference between marketing-driven clients and sales-driven clients

• Why aggressive door-knocking and high-pressure sales create a different type of customer

• How affiliate programs can unintentionally shift your brand positioning

• Why commodity businesses attract commodity-minded customers

• The danger of adjusting your company standards to match someone else's pipeline

• When it's time to walk away from "extra business"

This isn't about roofing companies or any specific trade — it's about understanding that who you align with determines the type of customers you attract.

If your goal is to build a premium brand where customers walk in pre-qualified and ready to work with you, this episode is a must-listen.

Sometimes protecting your positioning means saying no.

And that's real marketing.