There comes a point in business when you get fed up working with the same type of people.

Here’s how it happens.

When you first start out, you’re grateful for every client who pays you. You say “this is it” and get caught up in making money while the sun shines.

Without thinking, you build your business, your marketing, and your pricing around these folk with no clear idea of where it’s all heading.

They’re just there. It makes sense at the time.

Fast forward three years and you’ve built a customer base you depend on. They put bread on the table, but they keep you trapped.

Then every now and again, a big spender shows up. They pay double, triple, even four times more. And you sit there thinking…

“Why the hell am I wasting my time with all these small fry?”

But here’s the problem. You’re scared to go all in on them because:

1. It feels like a smaller market.

2. You think you just got lucky.

3. You tell yourself, “I suppose we should just keep doing it the way we’ve always done it.”

That’s when you realise you might be fishing in the wrong pond.

Two new Expansion Partners joined this week. Both running solid businesses. Both trapped in the same mistake.

One was an aesthetics clinic. Selling £150 treatments all day long. Busy. Burnt out. Tied to the bed like a hamster with lip filler.

We focused on her best-paying clients, the ones already piecing the solution together session by session. Instead of letting them pay for each appointment, we packaged those sessions into £5K–£12K solutions with a clear journey and tangible deliverables. We dialled in the pricing model and sales process so she could collect more cash upfront while providing a stronger solution to the client’s problem.

We set this up on Monday. By Wednesday, Zoe shared in her wins channel, £20K closed. Two £10K packages, same clients, same service, but a smarter model. That money wouldn’t have existed without stretching her thinking. Fast moves like this change your income, your options, and your future.

The other was an engineer. Sixty percent of his revenue came from one client. The client pays late on ninety-day terms, sometimes longer. Staff and suppliers still want paid on time.

He’s been so tied up with that client he’s forgotten to market himself. He’s invisible to the rest of the marketplace, which is substantially bigger than any single client. If that client went pop, he’d be left to pick up the parts, which puts everything at risk.

We call this a single point of fail.

It’s like putting all your bets on one partner to fulfil you, yet they play hard to get and don’t respect you. The opportunity cost is massive.

Here’s the reminder:

• If most of your income comes from one client, you’re at risk. Carve out time to market yourself and build a pipeline of options.

• Stop selling sessions and start selling solutions with clear customer journeys. Ask yourself, what would my best customer need to go from worst to first?
  

• The second you stop marketing is the second you’re forgotten about.

In closing, eat well, have fun, be bold in your approach to making money, and remember to advertise.

If you’re thinking about what direction to take your business, I’ll leave you with this:

What kind of life do you want?
What kind of money do you want to make?
What kind of lifestyle do you want to have?

Does your current business and client base allow you to get there?
If not, it’s time to pivot.
If yes, keep going.

Business is hard. It’s easier when you meet other people going through it who share the same values. We just opened spots for our next Expansion Partners in Jan

FYI, we turn away 55% of applicants to keep the room quality high). Click here to speak with the team.

Happy Sunday.

PG