One of my favourite stories is the Barefoot winery acquisition I shared before. Where the seller closed a deal to sell his wine business that had no trucks, vineyards or any of the assets or trappings of a usual business.
Yet he successfully sold.
Not at a discount – but in the largest transaction seen in the industry up to that point in time.
And how did he pull it off?
His customer base.
He had taken the time to segment his customers and know which segments were the most valuable and which were the best to develop into repeat buyers.
So when he went to sell the business
He showed the buyer a thick book containing his customers, who they were, what they bought, and what they were scheduled to buy.
And the buyer paid up on the spot.
That’s why I keep hammering customer experience.
Not the fluffy version.
The version that builds equity.
The version most owners casually destroy by cutting corners to “save” pennies…and unknowingly burning millions in future value.
So here’s the real question:
How well do you actually know your customers?
Which ones are worth the most to you?
And what are you deliberately doing about it?
Because your customer base isn’t just revenue.
It’s your asset.
And most owners are treating it like inventory or a cost to bear.
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P.S. I’m not the “systems,” “finance,” or “fix your processes” guy.
I help you fall in love with your business again—Because it finally gives you the life you want today
While setting you up to exit on your terms tomorrow.
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