June 3, 2024

If you're still deeply involved, it could be reducing the overall value of your company. Investors and potential buyers often hesitate to invest in a business where the owner is the primary driver of sales.

We've delved into the data from over 70,000 businesses with the Value Builder System™. The results are clear: businesses that can operate smoothly for three months without the owner's direct involvement in sales are more than twice as likely to receive a premium acquisition offer—defined as greater than six times the pre-tax profit.

In simpler terms, to maximize your business's value, you need to delegate the sales responsibilities.

Now, I know this is easier said than done.

Why Employees Struggle to Sell Like the Owner

It’s no surprise that many young recruits find it challenging to sell at the same level as the founder. You have experience, and your job title naturally carries more weight.

As the founder, you sell by offering a customer experience that’s credible coming from you. You’re seen as the expert in your field, you control project assignments, and if something goes wrong, customers trust you to make it right.

When junior salespeople try to leverage your company's reputation for excellent service, it often sounds like an empty promise. This is why Matt Dixon, author of The Challenger Sale, advises equipping new salespeople with a solid answer to the question: “Why should your prospects buy from you?”

Here’s the catch: the answer can’t rely on the customer service you provide.

To craft this answer, remember that a compelling selling proposition needs three key elements. It should be:

  • Something customers care about;
  • Something that makes you stand out;
  • Something believable.

By equipping your sales team with a unique and believable selling point, you provide them with the tools they need to succeed independently. This not only boosts their confidence and effectiveness but also increases the overall value of your business.

Business Value Amplifier - Sept 18
Wendy Brookhouse

Wendy Brookhouse


Wendy has been getting people to their financial goals faster and easier than before for over a decade. She has known what it’s like to control cash flow from childhood, where her first job was raking blueberries for ten cents a pound.