3 Simple Levers That Determine Whether Your Business Grows Or Dies

Your business is either growing or dying!

There is no neutral zone. Maintenance is a myth.

The stock market grows about 9 percent per year. If you are not growing at least that fast, you are losing ground.

Which means you need a repeatable way to grow.

Fortunately, it comes down to just three simple levers.

The most obvious lever, but also the one most businesses rely on too heavily.

Growth slows when a prospect looks at your offer and compares it to another option. If they think, “These are pretty much the same, I’ll buy the cheaper one,” you become a commodity.

• Commoditized purchases are price driven.

• Differentiated purchases are value driven.

A grand slam offer removes the comparison entirely. It creates an offer that cannot be matched or lined up against competitors.

It blends four things:

• An unmatchable value proposition.

• An unattractive-to-copy promotion.

• A premium price.

• An unbeatable guarantee paired with a money model that lets you get paid to acquire customers.

This shifts the decision from “Which option is cheaper?” to “Do I want this or nothing?”

And that unlocks the first growth lever: more customers with less resistance.

The second lever is all about expanding the value of each transaction.

This starts with understanding gross profit.

Gross profit is: revenue - the direct cost of servicing an additional customer.

It is not net profit. Net profit is what remains after every expense is paid.

Then comes lifetime value.

Lifetime value is: gross profit * the number of purchases a customer makes over their lifetime.

For example:

Revenue: ($1000/month 90% gross margin five months) = $4500 lifetime value (LTV).

Only direct costs are included here. Indirect costs like admin, software, and rent are not part of LTV.

This is also referred to as LTGP, the lifetime gross profit.

A grand slam offer naturally increases average purchase value because value is clear, comparison disappears, and the offer stands in a category of one.

The third lever multiplies the power of the first two.

When customers buy repeatedly, lifetime value climbs.

More LTV equals more margin to reinvest.

More margin means cheaper customer acquisition relative to what you earn.

This is how businesses break the cash constraint that slows most companies down.

1. A grand slam offer strengthens this lever because it recalibrates the prospect’s value meter.

1. Once they see you as the only category worth choosing, more purchases feel like the natural next step.

Even the best offer fails in front of the wrong people.

When the right audience sees an offer that is unmatched in value, impossible to compare, and priced confidently, it cuts through the noise immediately.

And that is where all three levers activate at once.

• More customers.

• Higher purchase value.

• More purchases over time.

Not because the work changed.

But because the offer changed the way people perceive the work.

That is how you build a business that grows instead of slowly dying in place.

Read the next chapter here. INSERT LINK TO NEXT CHAPTER