Most business owners assume the answer to low profit is simple: sell more.
But here’s the truth I tell my coaching clients every week; more sales don’t always mean more money. Sometimes it just means more chaos, more delivery, and more stress… with the bank balance barely moving.
Real profit comes from optimising the revenue you already have.
It’s about spotting the money you’re leaving on the table, tightening up the way you charge, and making every customer more valuable without working yourself into the ground.
If you’ve ever looked at your numbers and wondered, “How am I this busy, yet cash still feels tight?” — this is your sign to rethink how money actually flows through your business.
The Difference Between Selling More and Earning More
A lot of business owners chase top-line revenue because it feels like progress.
But profit doesn’t come from activity, it comes from strategy.
Look at The White Company, the UK homeware brand.
They didn’t try to be the cheapest on the market. Instead, they created a premium, lifestyle-driven brand with high perceived value. They focused on beautiful packaging, exceptional product experience, and a loyal customer base that happily pays more, which means higher margins and stronger profit per sale.
That approach is the opposite of “sell more at any cost.”
It’s:
- Sell smarter,
- Position better, and
- Make each sale count.
So let’s break the whole thing down into five practical principles you can use straight away.
Key Principle #1: Find the Profit You’re Missing
Every business has hidden revenue streams; most owners just don’t see them because they’re stuck in the day-to-day.
It could be an add-on you’ve never launched…
A service people already want, but you’ve never packaged…
Or a new model that brings in steady income instead of unpredictable peaks and dips.
What could you add, package, or upgrade that customers would gladly pay more for?
Key Principle #1 Case Study: PureGym
PureGym didn’t just rely on membership fees. They realised people wanted flexibility, so they introduced day passes, bolt-on classes, and premium memberships. Those extra revenue streams turned casual gym-goers into consistent spenders — without massively increasing their overheads.
Key Principle #2: Charge for the Value You Deliver, Not the Time You Spend
Far too many businesses still use cost-based pricing: “it costs me X, so I’ll charge Y.” It feels safe, it feels tidy, and on paper it makes sense… but it also puts a ceiling on your profit.
You end up pricing yourself based on your effort instead of the actual difference you make. And that’s where most business owners unknowingly hold themselves back.
Value-based pricing flips the whole thing on its head. Instead of charging for time, inputs, or hours, you charge for the outcome, the transformation, and the result your customer gets. That’s where profit really grows, because people don’t pay for your time; they pay for what your time creates for them.
When you anchor your price to value, not cost, you finally get paid in proportion to the impact you deliver.
Key Principle #2 Case Study: Dyson
Dyson doesn’t price based on materials or time. If they did, their vacuums would cost the same as any other model on the shelf.
Instead, they price for innovation, design, and performance — the value the customer perceives. That’s why they command premium pricing in a crowded market.
Ask yourself:
Are you pricing based on the outcome your customer gets…
Or the hours you put in?
There’s a big difference, and the gap between the two is pure profit.
Key Principle #3: Increase Profit Per Customer, Not Just Customer Count
Getting more customers is expensive.
Increasing the value of each sale? That’s where things get exciting.
Your opportunity:
- Could you bundle services?
- Offer a premium tier?
- Create upgrades that customers genuinely want?
It’s not about squeezing people, it’s about giving them more value and letting them choose to spend more.
Key Principle #3 Case Study: Cineworld
Cineworld doesn’t just sell tickets. They maximise revenue per visitor with premium seating, cinema snacks, VIP experiences, and their Unlimited subscription. The ticket might get someone through the door, but everything around it boosts the profit of every visit.
Key Principle #4: Build Recurring, Predictable Revenue
Predictable income is a game-changer for both cash flow and mental health.
What could your business turn into a subscription, membership, or retainer?
If you want a business that grows steadily — not in unpredictable spikes — recurring revenue needs to be part of your strategy.
Key Principle #4 Case Study: Bloom & Wild
Bloom & Wild started with one-off flower deliveries, but quickly realised they could create recurring revenue with subscription flower boxes. This gave them stability, growth opportunities, and deeper customer loyalty.
Key Principle #5: Stop Revenue Leaks Before They Drain Your Profit
Most businesses lose money quietly.
Discounting too often.
Slow invoicing.
High churn.
Inefficiencies you’ve stopped noticing because they’ve always been there.
Where is your money slipping away?
Late payments… unnecessary discounts… low conversions… weak follow-up…
Fixing these leaks often adds profit quicker than any marketing campaign.
Key Principle #5 Case Study: Deliveroo
Deliveroo tightened up their fulfilment operations using data-driven routing and optimised delivery batching. This cut wasted labour, reduced failed deliveries, and dramatically improved profit margins in a low-margin industry.
How to Start Optimising Revenue Today
You don’t need to overhaul your business.
Start small and build momentum:
- Audit your revenue streams — what’s underperforming or untapped?
- Review your pricing — does it match the value you deliver?
- Increase lifetime value — deepen relationships rather than chase new leads.
- Add premium or packaged offers — make “yes” easier and more valuable.
- Patch revenue leaks — tighten, streamline, systemise.
When you optimise strategically, you make more money from the work you’re already doing.
Take Action
If you want to increase revenue without working harder or piling more stress onto your plate, let’s talk.
Book a free Business Discovery Call with me, and let’s map out how to turn your existing business into a more profitable one.
A Quick Word About Our Events
If you haven’t been to one of our events yet — our 90-Day Planning Day or our Business Growth MasterCLASSes, all part of our High Performance Entrepreneurship Academy and 1-2-1 Business Coaching Programmes — this is where everything clicks.
These aren’t boring, sit-and-listen workshops. They’re practical, high-energy client-centric sessions where business owners step out of the chaos, reset their focus, and build real plans that get real results.
You walk in with noise… and walk out with clarity, direction, and a proper roadmap for growth, backed by ActionCOACH’s 30+ years of frameworks and practical strategies.
If you want breakthroughs instead of busywork, these rooms are where they happen.
