How to increase revenue: the 4 levers every business has

Resolution protocol

1. 01

   Lever 1: Raise prices (highest leverage, most avoided)

   For every 10% price increase with 0% customer loss, profit increases by 25–40% depending on your margin structure. Test a 15–20% price increase on new customers only. If churn stays flat for 90 days, roll it out to renewals. Price too low is the most common strategic mistake in service businesses and early-stage SaaS.

2. 02

   Lever 2: Increase purchase frequency

   Identify customers who buy once and disappear. What would it take to get a second purchase? Post-purchase email sequence: 'Customers who bought X also bought Y'. Subscription or retainer conversion for service businesses. Loyalty points for repeat purchase incentive. Purchase frequency is often easier to move than acquisition.

3. 03

   Lever 3: Expand existing accounts (upsell/cross-sell)

   The easiest person to sell to is a happy existing customer. Build an expansion motion: identify customers using 80%+ of their current tier → trigger an upgrade conversation. For services: annual review always includes a 'here's what we could add' conversation. Expansion revenue has 0 acquisition cost.