Business Numbers Don't Matter!

Yes, it is true!  That numbers don’t matter is one of the things I learned this past week at a business building strategy session.

Now, before you all write me and express outrage at the strategist (and me) listen up.

I don’t think in big numbers.  I am a highly creative person.  I think in words, language, colours, brands…  Someone tells me their business name and before much else, a new logo pops into my head. Numbers are as easy to me as reading the Klingon dictionary (in Latin) might be to you. It feels overwhelming, and so I don’t do it. Not until I have to anyway..

But this week I learned a whole new way to look at numbers that humanized them for me. Made them real, even approachable and friendly. Instead of looking at a spreadsheet with hundreds and thousands on it – I look at one with actual people on it.

Here’s the trick.

You know what you sell. What you sell is likely broken down into a product (a keynote, a workshop, a membership program, a coaching client) and if you have spent any time identifying your ideal client, you know WHO buys those things. You know what they need today, and you know through experience what they are likely to need tomorrow. You know how to support them long term. Each of those kinds of care, and yes – selling is a form of care, usually has a number assigned to it, a selling price for each service. Following me?

Each client, a real live person who you can go out and meet, or attract to your site represents a “dollars earned” number to your business.  So instead of planning to sell an extra $30,000 this year, which might seem impossible, you can plan to sell X more coaching programs, or get Y more speaking gigs. An extra 6 or 7 ACTIVITIES, working with the people you care about sounds so much more attainable (and fun) than looking at the giant number.

So, to make it simple, here is the formula.

1.  List your services and assign them a value. How much is a customer worth to you in each segment.

2.  Decide what is easier for you to add to your business. 10 customers at a small amount or 2 at a larger amount.  (your schedule and the cost to attain each customer will help you decide)

3.  Look at your marketing plan and figure out where you will meet these people (on line, an event, networking, affiliate…) and how much it will cost to get them

4.  Go get em!

Yes, it is simplified.   There is a lot more to it than that, but think about the basic principle.  Think in PEOPLE or PRODUCTS to reduce your overwhelm.

Yes, numbers matter – but only to the bottom line.  You do not have to ‘live’ in the numbers.  You can get the same amazing profits by thinking differently about your business…


Posted in

About Lauren Pibworth

Lauren Pibworth is an internet marketing strategist specializing in growing the business of professional speakers. Lauren and her team of graphic designers, web developers and online product and course development and launch specialists work with speakers who want to diversify their revenue streams and move 'beyond the keynote' through smarter marketing solutions, delivered with care.

Lauren (an amateur sommelier) and her husband enjoy fine Ontario wines, great food and travel to exotic, warm destinations where they spend the majority of their time underwater - scuba diving.

You may also like:


Top Tips for creating a speaker website that converts

Is YOUR website doing all it can to grow your speaking business? Are you sure??

Which Are You?

Take the next steps to building your speaking business by choosing which of the speaker types below fits you!