When they think about selling more, most companies think of one thing only: getting more new customers. And they spend a fortune on traffic and ads to do it. In a recent edition of his newsletter, Rony Meisler, founder of Reserva, shows that a real sales machine moves on four fronts at once — and that most operate only on the first.
The 4 ways to sell
1. Sell more — bring in more new customers. It’s the obvious lever, and the only one most pull: more ads, more traffic, more effort.
2. Sell better — increase the average value of each sale. It’s getting the same customer to spend more per purchase: bundles, add-ons, a premium version, the right offer at the right moment.
3. Sell more often — get the customer to come back. According to Rony, this is what separates a “little shop” from a real business: recurrence, return, relationship. A customer who comes back is worth far more than one who buys once and disappears.
4. Sell new — create new products and new channels. It’s growing without depending only on what already exists, opening new revenue streams.
The hamster wheel
The problem with operating only on lever 1 is getting stuck on a hamster wheel: you need more customers, more ads, more effort just to keep the same result. And since acquiring a new customer costs far more than selling again to someone who already trusts you, it’s also the most expensive way to grow. Levers 2, 3 and 4 work with people who are already your customers — which is why they tend to be cheaper and more profitable.
Where technology fits each lever
Each of these fronts has a direct technological boost:
- Sell better: a chatbot or automation that suggests the add-on or the premium version at the moment of purchase raises the ticket with no human effort.
- Sell more often: automatic reminders, subscription plans and good after-sales follow-up bring the customer back on their own — the most powerful lever and the easiest to automate.
- Sell new: a new digital channel (store, platform, app) or a recurring product opens new revenue from the base you already have.
The question that remains is simple: of the four ways to sell, how many does your business really use today? If the answer is “only the first,” that’s where the biggest hidden growth lives — and those are exactly the levers we help switch on with technology.
Post inspired by an edition of the Email do Rony newsletter, by Rony Meisler (founder of Reserva). Worth reading at the source: businessofbrandspost.substack.com.