Thursday, September 17, 2026
Winning a new customer costs five to seven times more than keeping one. Here's why most SME marketing budgets still get that backwards — and the fix.
Ask five smart people the same question about your business and you'll get five different answers — and act properly on none of them. Most SME owners Kevin coaches don't suffer from a lack of advice. They're drowning in it: an accountant, a podcast, a mastermind group, a mate who runs a business, a LinkedIn feed full of confident strangers. None of them are wrong exactly, and none know your whole business either. Kevin has built nine companies and the pattern repeats — the businesses that stall aren't short on input, they're short on someone who makes the input make sense.
Call it advice fragmentation. No single source is bad — the accountant is right about cash flow, the mastermind group means well, the mate has real scars. The problem is none of them are coordinated against the one thing that matters: your specific business, right now, at its specific stage.
Kevin watched this play out with a client last year, a trades business doing around $2M in revenue. In one week he got three answers to the same question: should he raise his prices. His accountant said hold off, margins were already thin. A podcast said raise now, underpricing is what keeps trades businesses small. A mate who runs a similar outfit said he'd tried it and lost his best accounts, so don't. All three spoke from real experience. None had seen his margin by job type or his pipeline. He didn't need a fourth opinion. He needed someone to tell him which of the three actually applied to him — and why the other two, true in general, were wrong for his business right then.
Before you act on the next piece of advice that lands in your inbox or your ear, run it through what Kevin calls the Advice Audit. It takes ten minutes and saves you from more bad decisions than any single tip ever will.
1. List every source shaping your decisions from the last 90 days.
2. Check who actually knows your numbers.
3. Sort advice by fit, not confidence.
4. Pick one primary source to arbitrate.
This is what one focused conversation does that a dozen scattered ones can't.
“Talking with Kevin the first time was so valuable and we were learning so much. Within an hour Kevin had us thinking about our business and our goals in a totally different way. In fact we were supposed to be catching a flight but we decided it was more important that we continued the meeting with Kevin.”
— Angus Cameron, Flatpack Co
Owners collect advice from everywhere for reasons that make sense in the moment. There's fear of missing the one insight that would've changed everything, so every channel stays open. A podcast is free and a coach isn't, so free feels safer even when it costs more in wasted motion. And there's a quieter reason: scattered advice lets you shop for validation. If your accountant says no, you find someone who'll say yes, and keep the decision you already wanted without ever testing it.
None of that is a character flaw. It's what happens without a coordinating structure. Ongoing coaching isn't valuable because the coach knows more than your accountant — often they don't. It's valuable because one person holds the whole picture over time, sees how last quarter's decision is playing out this quarter, and can tell you which of the five conflicting opinions actually applies right now. That's the point of coaching that isn't a one-off session.
Stop collecting more opinions and start working with the one person who can tell you which ones actually fit your business.
...and you become the owner who acts on one clear plan instead of five competing opinions.