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Sell to Who You Can Help the Most

Name: Sell to Who You Can Help the Most
Uploaded: 2024-07-25T01:30:13+00:00
Duration: 57 s
Channel: Shanli Liu, CPA, CTP
Description: In this YouTube monologue, the speaker recounts advising a tile‑business owner who was generating $7.6 M in revenue and $5 M in EBITDA. The owner was…

25 Jul 2024 · 1 min

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In this YouTube monologue, the speaker recounts advising a tile‑business owner who was generating $7.6 M in revenue and $5 M in EBITDA. The owner was selling to three groups – homeowners, interior designers, and home builders – but the speaker urged her to focus exclusively on interior designers. Home builders are price‑driven, homeowners provide one‑off high‑margin sales, while interior designers consistently bring repeat business (about 30 projects per year per designer). By treating interior designers as the core customer avatar, the speaker recommends scaling that relationship from 30 to 300 designers through targeted outreach and facility tours. The overarching principle is to sell to the segment you can help the most, which also maximizes value for the business.

Chapters

I had a lady who had a tile business, so she sold tiles. This business was doing $7.6 million top line and like $5 million in EBITDA, murdering it. She's like, I sell to homeowners, I sell to interior designers, and I sell to home builders. She's like, well, home builders are pretty much just only care about price. I was like, okay, maybe you don't sell to them. Interior designers, she was like, they bring me customers all the time. Like they come with their, the person they're doing the living room for or whatever. People who just own homes, they're kind of like one-off sales, but they have the most margin. I was like, which one do you like doing the most? She's like, the interior designers. I was like, how many people does an interior designer bring you on average per year? And she's like, 30. I was like, how do you get interior designers? She's like, I do outreach, then I get like 3 to 5 more interior designers who come in. I walk the facility and then I show them what we do. The interior designer is now your avatar. Don't sell to home builders, don't sell to homeowners, just interior designers that are people that you've got on your roster. And then all you do is you go from having 30 interior designers that send you business all the time to 300. Go where the value is. Whoever you can help the absolute most is who I think you should sell to.