Robin Waite explains the sales cycle of doom: sell, deliver, repeat. The 4% rule finds the small activities that actually move the needle. Better strategy: fewer clients, higher prices, better work, more referrals.
The sales cycle of doom goes a little bit like this: sell, deliver, sell, deliver, sell, deliver. Then we get ill, we take a holiday, then we take a big deep breath, and then we go again: sell, deliver, sell, deliver. Now, if all you're doing is like selling and delivering to clients, you're missing out on being able to do things like marketing. Where the 4% rule comes into play, it's like 20% of the 20%. What's the 4% which moves the needle the most? And then do more of that. Generally speaking, the businesses that I see that are just flat out in delivery mode the whole time, they miss the 4%. They never see it. And then they get— they're kind of like going, oh, I'm kind of successful, but I'm so tired. I'm so successful and I'm so tired, right? They just can't quite balance it off. It hinges around pricing as well. Fewer clients is really good for business because you've got more time to deliver that better quality product or service, which makes you more referable, means you get better results or outcomes. It means that on the back end of it, you make more money. Everything slows down. And you all of a sudden have much far greater awareness of the things which work in business.
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