Build Once, Sell Forever.

Most people in the professional service do the opposite; they build forever and sell only once. I did that for many years, and it sucked.

For 15 years of my life, I spent my time building and leading my brand consultancy, and a few other agencies I either founded or owned.

It took me the first seven years to realize just how inefficient the consulting/agency model actually is. I guess that’s why most people in the consulting and agency industries are driven by the passion to create and serve more than building empires and making bucketloads of money. What do you think?

Here’s something I learned:
You will never make a lot of money without leverage.
You will never have a lot of impact without leverage.

Leverage means you have a multiplier between the inputs and outputs of what you do.

If you’re “renting” your time as your main source of income and impact, the odds are stacked against you in a big way. You probably don’t have any leverage. You can only grow by adding more people and renting larger quantities of time.

You might still want to do it, and if you are happy doing it, I applaud you. Doing what you love is perhaps the greatest reward you can have. But if you’d like to have more impact, and if you’d like to create wealth, read on…

So what makes the difference between those who have leverage, and those who don’t?

Entrepreneurs that create leverage build once and sell forever.

Entrepreneurs without leverage build forever and sell once.

What does that mean?

Back to my story.
For many years (it hurts to think about it), I spent my time creating proposals, strategies, creative concepts, speeches, you name it. My team and I were always creating, and building….only to sell a project once (maybe).

Every time we met a new client, we started from scratch. New problem, new research, new proposal, new project. There were some processes in place, but still, it was like creating a new “assembly line” for each project and each client. Bad idea.

This model “Build Forever, Sell Once” will break your back over time.

To build wealth and impact, you just need to flip the model.
I call the other model “Build Once, Sell Forever”.

In other words, turn your service business into a product business.
More specifically, productize and standardize your service offering.

This is how you achieve leverage.

This is why product businesses can grow into billions of dollars.
This is why software is so ridiculously profitable.

There is no reason you cannot leverage the same ideas.
You might not create an algorithm, but you can simplify, standardize, and systematize your business to a point where your business is ridiculously profitable too.

Seriously.

By productizing and standardizing, you’re removing the variables and the unknowns in your business. This has lots of benefits:

+ You will learn faster and become more efficient (profitable)

+ You will be able to own a specific position in the market

+ You will be able to remove yourself as the bottleneck (which is what you are…)

+ You will be able to grow and scale (right now you probably cannot do it)

+ You’ll be able to automate more parts and gain more leverage and profits

+ You will find it easier to run ads to your offering

These are just some of the benefits.

Productizing your service business is a no-brainer.
So why aren’t more people doing it?

I think people don’t just get it. What do you think?
And some people just love solving new problems. It’s addictive.
But just like many addictions…it leads to problems down the road.

Here’s the bottom line.

To make your business profitable and scalable, and to have the impact and money you want, you need to create assets in your business.

Past projects are not assets.
A productized offering is an asset you can sell over and over again.

Imagine if you spent the next 30 days productizing what you know how to do well.
You’d end up with an asset you could sell more than 100 times.
No unique proposals for unique client needs.
Still, you can create unique solutions, but within a fixed frame.

Let’s do some quick math.

Create a $10k productized offer.
Sell the first three as “Beta Offerings” at 50% of the price.
Build as you go. Yes.
In 4-6 weeks you have made at least 15k, maybe a lot more.

Phase II - build client acquisition and delivery systems.
Scale to 10, 20, 100 sales…at 50-90% margins.

It’s a lot easier than you think.

This is what we do for clients in our Beta™ program.

Entrepreneurs who go through the program usually launch and sell their beta offerings in a few weeks. We help them with everything they need to hit the market with speed.

Would you invest a few thousand in something that will probably give you a 10-20x ROI in the first year alone? Oh, and we even guarantee the results, meaning you cannot lose money on this deal.

If you’re curious and like to learn how we do it, set up a call with us and we’ll share more. You can do it by clicking here.