“Can you help me get more customers?”
That’s what he asked me. Right before dinner at one of my Profit & Dine workshops.
His face had the same look I’ve seen a hundred times — tired, frustrated, and praying that just one more customer will fix everything.
But I asked him the obvious question:
“Why are you so sure more customers is the answer?”
He paused.
“Well… my profits have dropped, so I need more sales.”
The guy was still profitable, but bleeding.
Hemorrhaging cash after dumping tens of thousands into marketing agencies that promised the moon and delivered a banana peel.
“Let’s go step by step,” I said.
“How much have your operating margins dropped?”
“About 25%.”
“Your sales volume?”
“Up 5%.”
“Cost of Sales and ops costs?”
“Flat — maybe a little higher.”
“So… more customers help you how?”
He shrugged.
“Because I need more revenue?”
“How much are you charging?”
“I’ve had to discount. A lot. Half the time, actually. Because everyone says they can get it done cheaper overseas.”
“What exactly do you do?”
“I do visa work. But only after assessing if they’ll actually get approved. I don’t take their money unless I think they have a real shot. My competitors just take everyone. Even the hopeless cases.”
“And yet you discount to compete with them?”
He sighed.
“I know. But customers just want it cheap.”
“No. The customers you’re attracting want it cheap.
But the right customers — the ones who’ll pay, stay, and refer — they don’t want it cheap.
They want it right.
They want it guaranteed.
They want it without the risk and the runaround.
Are you reaching those customers?”
He looked down.
“I’m not sure.”
“Then let’s start there.”
To be continued…
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P.S. I’m not the “systems guy,” “process guy,” or “finance guy.”
I’m the “make your business valuable” guy—so you can start living your best life now and exit on your own terms later.
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