If you can figure out where the real bottlenecks are, your business can reach full capacity. People look at leads as a big bottleneck, but leads are a small part of the problem. If you get ten leads a month, have a bad sales process, and close two of them, that’s great. Your business would be four times as big if you could close eight of those ten leads a month.
The actual constraint might be in your sales process, not in the number of leads. The magic to unlocking the potential of your business is figuring out where the real bottlenecks are. It’s really hard to do that from the inside because you have experience, expectations, and a point of view that might make you blind to the issues.
“Clients buy from us because of our results.” That’s a consistent thinking process error that many agency owners make. Yes, you’ve generated campaigns that totally killed it and had amazing results. That’s simply table stakes. You get paid because you can do your job, but that’s not the real value.
Result sets aren’t the real value. It’s the outcome that follows the result sets that matters. That revenue and the profit from that revenue become fuel for the rest of their business.
The outcome is how the business deploys the capital that you generate to create an ongoing systemic change in their business, so that it grows faster and becomes more profitable and more stable. You are part of the equation. You are not the equation.