How to Increase Your Revenues By Reducing The Number of Customers

“Would you Cut the Number of Customers you have in Half if You Could Increase Your Revenue?”

On the surface, it seems like a strange question. As a business, more clients is always better than less clients (or so you think). But you have to remember where this question is coming from. What if you could successfully create a business in which you make the most money possible with the least amount of effort (and the headaches that go with it)?

The High Maintenance Client
Don’t get me wrong – you always want a lot of clients and it’s a good problem to have. However, you ideally want the best type of client. The high maintenance client is the WORST type of client because they take up all your time with calls, e-mails, fighting over bills, etc. The time you spend working with the client costs you more money than you ever make from that client.

The problem with high-maintenance clients is that they are very hard to identify. But the fact is that the more clients you have, the more high-maintenance clients, and the more headaches you have to deal with.

Double Your Prices and Lose 40% of Your Clients – Awesome!
This is one of the keys to creating a business in which you make the most money possible with the least amount of effort. Maximize the revenues from each client and if that means losing a lot of clients, you are ahead. Take a closer look at that statement.

Let’s say that you were charging your 50 clients Kshs 1,000 per month, so you were making Kshs 50,000 per month.

Now, let’s say that you doubled your price to Kshs 2,000 per month and because of that you lost 40%, or 20, clients. You still have 30 clients, paying Kshs 2,000 per month or Kshs 60,000 per month.

You lost 20 clients, which means less operations, less support, and less administration, etc. but you gained Kshs 10,000 per month! And that’s not just Kshs 10,000 total. With the reduced overhead and operational expenses, you probably gained even more than that in profits.

Even if you lost 60% of your clients and now made just Kshs 40,000 per month, but you reduced expenses by Kshs 10,000, you’re still ahead. You have more time and resources to commit to those activities that will bring you more money.

But before you just send out a letter to all our clients saying that you are doubling their prices, there are some things you should be aware of.

How and When to Raise Prices

  • Don’t Raise Prices in a Commodity Business. This strategy does not work if you have a commodity type business. If someone can go to your neighbor and get the same product for half the price, you will lose most of your customers. This only works if you have a niche product or service that is differentiated from what other companies offer.
  • Don’t Raise Prices on Existing Clients. The way that you can implement this strategy is on new clients. You will piss off a lot of existing clients if you raise their prices all of a sudden and it’s not worth it. But when you start marketing and selling to new clients, raise the prices on them. They do not know the old price so they will not be pissed off and while your conversion rates will be lower, you will see more revenues and less headaches in the long run.
  • Get Clients First. One of the first mistakes that we ran into when we tried to implement this strategy is that we did it on a new product that we were offering. It was a type of marketing website and while it was a good niche product that wasn’t commodity based, we had no idea what the market would bear. Looking back, we should have just started selling it very cheaply and then once we got some momentum, we would have raised the price to what we think the market would bear.

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