The rush loses more customers than the winter ever sees.

Four numbers, multiplied — rush half only

Factor	Where it comes from
Peak-season inquiries per week	Your answer — midpoint of the range you pick
× estimated surge-miss rate	Conservative lookup keyed to your Season Score — buried phones and uncaptured turn-aways push it up
× close rate for your trade	Conservative working assumption, stated in the report
× value of one customer relationship	Your answer — first job plus what typically follows

An HVAC shop at 42 peak-week inquiries, scoring in the "Leaking" band (32% surge miss), a 30% close rate and a $2,500 average customer: 42 × 32% × 30% × $2,500 ≈ $10,000 per peak week — running every week the rush lasts. A twelve-week season at that rate quietly sheds a six-figure year.

Estimates from your own answers using stated assumptions — labeled that way in every report. The off-season side (list reactivation, captured turn-aways, maintenance programs) is real money but depends on YOUR list sizes, so it's priced honestly only in the measured discovery.

Why the surge loss compounds beyond the season

A July caller you dropped isn't just a lost job — they're a customer relationship (repairs, replacements, referrals, next year's tune-up) that formed with your competitor instead, in the exact weeks when the most relationships form. Seasonal businesses are built during rushes; a leaking rush builds your rival's route density with customers your marketing found first.