Saturday, November 14, 2026
Only 30% of surveyed US owners beat 2025 profit expectations, down from 57% (Bluevine). The E-Myth shows SME owners why margin, not volume, is the real growth number.
Last updated 14 November 2026. Published by Simple-Growth (Motherbase Limited). Market: United States.
This is a story about an owner who wants every sale to feel worth making — but who's quietly discounting to win deals from customers they've never actually worked out the value of. You knock ten percent off to get the signature. Then fifteen, for the next one, because they pushed back harder. It feels like good sales instinct. What it's actually doing is handing your best discounts to the loudest negotiators, while the customers who'd have paid full price and stayed five years quietly go unnoticed in the same spreadsheet.
Treating every customer as roughly equally valuable feels fair. It's also almost never true, and discounting on instinct — because a deal "feels" close, or a prospect pushed back — means you're setting your price around the customer who complains loudest, not the one who's actually worth the most over time. The quieter cost is that nobody on the sales side is looking at the number that would stop this: what a customer is actually worth, start to finish, against what it costs to win and keep them.
Customer Lifetime Value, weighed against Customer Acquisition Cost, is one of the oldest ideas in business and still one of the least used at SME level: what is this customer actually worth across the whole relationship, not just this invoice, and what did it genuinely cost to win them?
Kevin worked with a client who had 123 customers on the books and assumed, like most owners do, that growth meant chasing more of them harder. When they actually graded the base, eight customers — just over six percent of the list — had delivered $266,240 of the $630,220 in total revenue. Those eight had never asked for a discount. They'd simply never been identified, thanked, or protected as the asset they actually were, because nobody had ever done the maths.
"Kevin doesn't just present — he electrifies the room and drives massive, real-world value! He drops game-changing insights and actionable shortcuts that show businesses exactly how to turn everyday customers into raving, loyal fans — and acquire new ones faster than ever thought possible."
Gareth Bayliss
Sales Manager, The Icehouse
Knowing the maths and holding the line under pressure are different skills — it's one thing to know your A customers matter most, another to say no to a discount when a quiet month makes any signed deal feel like relief. This isn't for you if you've already got your customers graded and a pricing floor you actually hold to — that discipline is rare, and if it's you, this isn't the gap costing you money. It's for the owner who's never actually pulled the revenue-by-customer report, and is pricing on gut feel because nobody's shown them what the real number looks like.
The total revenue or profit a business can reasonably expect from one customer across the full relationship, not just their next purchase — used alongside Customer Acquisition Cost to judge whether a customer, or a discount for one, is actually worth it.
Rank every customer by actual revenue over the past 12 months. The top slice — often well under 10% of the list — usually carries a disproportionate share of total revenue, and is the group most worth protecting first.
No — but discount deliberately, based on what a customer is likely worth over time, rather than reactively, based on how hard they pushed back in the room.
If you've never graded your customer base by actual revenue, that's your starting point.
Saturday, November 14, 2026
Only 30% of surveyed US owners beat 2025 profit expectations, down from 57% (Bluevine). The E-Myth shows SME owners why margin, not volume, is the real growth number.
Saturday, November 14, 2026
40% of US owners have considered giving up their business this year (Xero, 2026). Kevin's own wins-and-losses story shows SME owners why doubt isn't failure.
Saturday, November 14, 2026
47% of NZ owners lost time with family this past year (Xero, 2023). The Who Method shows SME owners how to fill the seat that's quietly running their calendar.
Saturday, November 14, 2026
One real client's top 8 customers (of 123) delivered 42% of total revenue. Customer Lifetime Value shows SME owners why discounting on instinct rewards the wrong people.
Saturday, November 14, 2026
63% of US small businesses that gained customers credit word of mouth, not ads (PYMNTS, 2025). The Dream 100 method shows SME owners how to borrow attention instead of buying it.
Saturday, November 14, 2026
Roughly one in six US owners track nothing meaningful about where growth actually comes from (PYMNTS, 2026). Goldratt's Theory of Constraints shows SME owners how to find the one number that matters.
Saturday, November 14, 2026
EOS installs a management system across your leadership team. A business coach works the one constraint holding you back. Here is what is published in New Zealand, who each suits, and five questions to choose.
Saturday, November 14, 2026
The New Zealand Government is paying for AI tools that find a small business's biggest constraint and write an action plan. Here is what they do, what they cannot do, and how to choose between an AI check, a mentor and a coach.
Friday, November 13, 2026
Most strategic plans don't fail because the strategy is wrong — they fail because they're too big to run. New data on 20,582 real plans shows where the cliff is, and how to fix it.
Friday, November 13, 2026
62% of US owners have skipped or cut their own pay this year (Bluevine, 2026). Profit First, and Kevin's own lesson about hiring his own coach, show owners how to pay themselves first, not last.
Friday, November 13, 2026
If stopping feels like a risk instead of a rest, the business isn't the problem. Dan Sullivan's Who Not How reframe, and Kevin's own admission about struggling to say no, show owners the real fix.
Friday, November 13, 2026
US owners spend 22 hours a month on financial admin and 56% get hit by a tax surprise (Xero, 2026). The ECRS method and a real client fix show owners how to stop doing it themselves every month.
Friday, November 13, 2026
Equal effort on every enquiry feels fair. It just means you spend as much time on tyre-kickers as real buyers. The Sandler method shows SME owners how to qualify pain before they pitch.
Friday, November 13, 2026
US small businesses waste up to 40 cents of every marketing dollar on wrong-fit leads. A one-buyer Value Ladder exercise shows SME owners how to build a hook that actually lands.
Friday, November 13, 2026
Losing quotes to price feels like a pricing problem. It's usually a sameness problem. An OODA-loop exercise and a real client story show SME owners how to find the one line a competitor can't copy.