40 small fixes. More money you get to keep.

A playbook of 40 places profit hides in a small business, one per chapter, from cutting costs to handling buyer’s remorse. A few percent better in many places often adds up to more than one big swing.

01Keep more of every sale you already make
02Win more of the people who call you
03Keep customers buying, and for longer

Three percent better in 12 places:~~36%~~→42.6%

The Entrepreneur's Playbook by Craig Laughlin Jr, book cover

The idea the whole book rests on

Small gains multiply.

Grow one part of the business three percent, then grow the next part three percent on top of that, and keep going. That is why the book is 40 chapters of small things instead of one chapter about a big thing.

36%12 gains of three percent, addedWhat it looks like if you add the gains together.

42.6%12 gains of three percent, compoundedWhat happens when each gain builds on the one before it.

What is inside

40 strategies, in five parts.

Grouped here by the job each one does, so you can go straight to the part of the business that hurts most.

Part 1

Keep more of every sale

The power of compounding impacts · Cut costs · A market dominating position · A compelling offer · Raise your prices · Upsell and cross-sell · Bundling · The downsell · More products and services

Part 2

Bring more of the right people in

Getting more leads · Alliances and joint ventures · Drip campaigns · Referral systems · Publicity and PR · Direct mail · Advertising · Trade shows · Prospecting and lists · Dream clients · Judging digital marketing

Part 3

Win more of the ones who call

Strategy · Trust, expertise and education · Scripts · First close rate · Follow-up close rate · More appointments that show up · Dealing with decision makers · Closing the sale · A risk reversal that disarms the competition

Part 4

Keep customers buying

Win back former customers · Buying more often · Buying for longer · Perfect order fulfillment · Overcoming buyer’s remorse · Policies and procedures

Part 5

Build a team that sells

Your sales team · Your sales manager · Sales pay · Hiring and keeping top salespeople · Sales training

Five chapters, in dollars

$90,158

added to the bottom line in year one, on a $500,000 business with a 50 percent gross margin and a 10 percent net, when five of the fixes in this book each improve five percent.

Sample figures from our Profit Simulator. Results in your business will be different.

Cut your costsChapter 2 · 5%$22,500

Stand out from competitorsChapter 3 · 5%$12,500

A better offerChapter 4 · 5%$13,125

Raise your pricesChapter 5 · 5%$27,563

Sell more to each customerChapter 6 · 5%$14,470

Added to the bottom line$90,158

Where to start reading

Find your week. Open that part.

The business works. It does not keep enough of what it makes. Match the sentence that sounds most like you to the part of the playbook that answers it.

Revenue went up last year, and the money in the account did not.Part 1Keep more of every sale
Your answer to every slow month has been “more customers.”Part 2Bring more of the right people in
Plenty of people call, and too few of them buy.Part 3Win more of the ones who call
Customers buy once and you never see them again.Part 4Keep customers buying

Craig Laughlin Jr, author of The Entrepreneur's Playbook

Why Craig wrote it

A few percent in a lot of places. That is the whole method.

I spent years running my business on force of will, asking for one more hour. When I rebuilt, I studied what the most profitable companies do to make profit repeatable. The answer was small and steady: a little better in many places, measured every month. Each chapter of this playbook is one of those places, with what to do about it this month.

Craig Laughlin Jr · Certified Profit Acceleration Expert · Master Business Coach

Free · no card

Start with one chapter.

Tell us where to send it. The PDF arrives in a few minutes. Pick the part that hurts most and read that first.

Send me the playbook ↑