Cowboy builders seem to get a mention every minute on TV but cowboy customers have a much lower profile. Benjamin Dyer of Powered Now looks at ways of addressing the awkward issues that cowboy customers cause.
We’ve all heard of “cowboy builders” – rogue tradesmen doing shoddy work – but what about cowboy customers? In the UK trades business, an increasing number of clients are mistreating, underpaying, or manipulating honest tradespeople. These difficult customers fly under the radar but pose a very real threat to builders, plumbers, electricians and other trades professionals.
From wasting time with fake inquiries to withholding hard-earned payments, cowboy customers can wreak havoc on a small trade business’s finances and the owner’s sanity. Recent research and industry surveys shine a light on this hidden problem, revealing that it’s more common – and costly – than many realise.
BY THE NUMBERS: HOW BIG IS THE PROBLEM?
New data reveal just how widespread cowboy customer behaviour has become in Britain. Consider these eye-opening statistics from recent surveys:
- 5 million+ people in Britain have solicited quotes from tradespeople with no intention of hiring, squandering an estimated £776 million to £1.75 billion worth of tradespeople’s time.
- 1.2 million homeowners admit to unfairly criticizing work or even threatening bad reviews to demand a discount on a job.
- 1.7 million have withheld or delayed final payment after completion specifically to force a lower price, essentially holding tradespeople to ransom.
- 2.5 million Brits have simply forgotten about an appointment, leaving a tradesperson who turned up on time stranded and unpaid for their time.
These practices aren’t just occasional anecdotes – they’re happening on a staggering scale. “2020 was the year of the ‘Cowboy Customer’,” says Ben Dyer, co-founder of job management app Powered Now, after commissioning a national study. Home improvement clients across Britain “screwed tradespeople out of over a billion pounds of their hard-earned cash” during the pandemic. And the problem hasn’t gone away: a follow-up survey in 2025 found that the scourge of bad customers persists, ranking among tradespeople’s top frustrations, right up there with being on call 24/7.
THE COST OF COWBOY CUSTOMERS
Cowboy customers can drain a trades business in two major ways: financially and psychologically. Small trade businesses often operate on tight margins, so a single bad client can do outsized damage. Just as worryingly, constant battles with difficult customers can chip away at a tradesperson’s mental health and love for the job.
FINANCIAL TOLL: UNPAID BILLS AND LOST TIME
For tradespeople, time really is money – and cowboy customers rob both. Every hour spent on a bogus quote visit or chasing an unpaid invoice is an hour not paid or not spent on genuine work. It’s estimated that tradespeople lost up to £1.75 billion in revenue in 2020 alone from customers who never intended to follow through. Today, late and withheld payments continue to plague the industry. A 2024 study by IronmongeryDirect found four in five tradespeople (79%) have encountered customers refusing to pay at least once, and nearly one in five experience withheld payments five or more times a year. On average, each tradesperson loses over £1,000 in income annually due to jobs where the customer short-changed or never paid them. Young tradespeople and those in fields like building and carpentry are hit particularly hard, often losing £1,300+ a year each in unpaid work.
Late payment culture compounds the issue. A Ford Pro survey in late 2024 revealed British tradespeople are owed a whopping £3.5 billion in overdue payments, averaging £3,942 per person – more than a month’s wages. Almost two-thirds report regularly having clients pay them well past due dates, with an average delay of 35 days. Even more troubling, 71% of UK tradespeople say they’ve had a customer flat-out refuse to pay what they owe at least once. This cashflow volatility means 23% of tradespeople struggle to cover essential bills because of payment delays, and some resort to personal debt just to stay afloat. In short, cowboy customers can push a small business into the red or even into insolvency.
“Cowboy customers can lead to lost time and earnings for builders, and added stress.” – Brian Berry, CEO, Federation of Master Builders
MENTAL STRAIN: STRESS, ANXIETY AND BURNOUT
Dealing with manipulative clients isn’t just a pocketbook issue – it’s deeply personal. Many trades professionals derive real satisfaction from their craft, but that pride can be eroded by constant conflict and unfair treatment. “Confrontations with customers can be mentally draining and take the joy out of work,” notes Benjamin Dyer of Powered Now. Imagine finishing a complex job to a high standard, only to have the client nit-pick non-existent flaws or threaten your reputation online unless you knock money off the bill. It’s demoralising.
Surveys confirm that client-related stress is weighing heavily on tradespeople. In 2025, a survey of 500 UK tradespeople found that 32% cite “dealing with difficult clients” as one of the top challenges in their job – nearly on par with perennial issues like managing workload and health & safety. About one in four tradespeople report experiencing mental health struggles (like anxiety or depression) linked to work pressures. And it’s not just older hands feeling the strain: the youngest trades workers (18–34) are most likely to report work-related mental health challenges and to say the industry isn’t doing enough to support them.
All this stress is causing real burnout. That 2025 study by Arco (a safety equipment supplier) uncovered a startling fact: almost a third (31%) of tradespeople have considered leaving the industry entirely. In other words, nearly one in three skilled trades workers is thinking about quitting their trade, at a time when skilled labour is already in short supply. Among the reasons cited were mental health concerns, chronic stress, and poor work-life balance. Difficult customers are a big part of this equation – they amplify other pressures like long hours and tight margins, making a tough job feel almost untenable.
Industry reports on tradespeople’s mental health echo this crisis. One annual survey found 91% of UK tradespeople experienced work-related stress in the past year, with more than half feeling stressed at least once a week. “High client expectations and demands” were identified as a significant stressor by about 21% of tradespeople in 2024. And yet, due to stigma, over half of tradespeople don’t talk to anyone about their mental health – meaning many suffer in silence. It’s clear that the human cost of cowboy customers (in frustration, anxiety, and burnout) is as critical as the financial cost.
RED FLAGS: HOW TO SPOT A COWBOY CUSTOMER
The best way to deal with a cowboy customer is not to get caught by one in the first place. Seasoned pros learn to trust their gut and watch for warning signs during the first phone call or site visit. Here are some classic red flags that a potential client could turn into a nightmare:
- Badmouthing previous tradespeople
- Indecisive and changes the plan constantly
- Obsessed with the lowest price
- Micromanaging and unrealistic demands
- Unsafe or chaotic working conditions
- Reluctance to formalise anything (no paper trail)
- Disrespect for your time
Not every demanding client is a cowboy customer, of course. But if you spot multiple red flags early on – take heed. It may be better to decline the job upfront than to enter a losing battle.
PROTECTING YOUR BUSINESS: HOW TO DEAL WITH COWBOY CUSTOMERS
You can take proactive steps to prevent or mitigate the damage cowboy customers cause:
- Insist on a written agreement for every job
- Request deposits or staged payments
- Keep detailed records of all communication and changes
- Use technology to your advantage
- Set clear boundaries and manage expectations early
- Trust your instincts (and experience)
- Lean on trade organisations and legal protections
Finally, take care of yourself. If a cowboy customer is causing you serious stress, don’t just bottle it up – reach out to a colleague or a professional body for help. Protecting your business also means protecting your well-being.
CONCLUSION: STANDING STRONG AGAINST COWBOY CUSTOMERS
The rise of the “cowboy customer” is a hidden threat that UK tradespeople can no longer afford to ignore. While rogue clients may not get the TV headlines that cowboy builders do, their impact on the livelihoods of honest trades professionals is very real – from thousands of pounds in lost income to sleepless nights and fraying mental health. The good news is that awareness is growing. Trade companies, industry bodies, and even the media (as seen on ITV News and in The Independent) are finally shining a spotlight on bad customer behaviour. This awareness is the first step toward change.
As a tradesperson, you can take back control by staying alert, prepared, and professional. Know the warning signs of a problem client, and don’t be afraid to say no to work that comes with too many red flags. For the jobs you do take, fortify yourself with strong contracts, documented communication, and fair but firm business practices. Far from chasing good customers away, these measures actually signal that you are a professional who runs a reputable operation. The clients worth working for will respect you more for it. And the cowboy customers? They’ll realize you’re not an easy target and most will move on (or better yet, reform their ways).
Ultimately, tackling cowboy customers is about reinforcing a culture of mutual respect. Tradespeople deserve to be paid fully and on time for quality work – just as customers deserve quality service for their money. It’s a two-way street. By weeding out the abusive tactics and holding clients to basic standards of decency, tradespeople can create healthier working relationships. This not only protects your finances but also preserves the pride and passion that brought you into the trade in the first place.
In an industry that runs on trust – a handshake and a quote – let’s make it clear that trust must be a two-way contract. With open communication, proper documentation, and a steadfast commitment to professionalism, you can guard your business against cowboy customers without losing the personal touch that great client relationships are built on. The result? Less time chasing debt or battling unfair reviews, and more time doing the quality work you love – for people who appreciate it. By being proactive and prepared, UK tradespeople can defuse the hidden threat of cowboy customers and get back to what really matters: building Britain’s homes and businesses, one honest job at a time.
Remember: staying aware, assertive, and organised isn’t just good for your bottom line – it’s crucial for your peace of mind. Armed with the right knowledge and tools, even the craftiest cowboy customer can be kept firmly in check, allowing you to focus on the rewarding, skilled work that makes your trade worth doing. Here’s to a future with fewer cowboy customers and a lot more respect for the men and women who keep our homes warm, safe, and beautifully built.