The #1 Reason 96% of Businesses Fail—And How to Avoid It

“Profitable sales are the lifeblood of your business. The oxygen. Without them, your business will die.”

 If you don’t master sales, your business will die. It’s that simple.

The numbers don’t lie: 96% of businesses fail within 10 years, and 80% don’t even survive the first two. Even among the 4% that make it, most are just surviving—not thriving. In fact, 95% of businesses will never hit $1 million in annual revenue.

Why? Because they don’t know how to sell.

As Sabri Suby, author of Selling Like Crazy, puts it:

“Profitable sales are the lifeblood of your business. The oxygen. Without them, your business will die.”

Let’s break down the exact strategies you need to avoid becoming just another failure statistic and instead, build a sales machine that keeps your business alive and thriving.

1. The Pyramid of Buyers: Where Are Your Customers?

Most businesses only chase the 3% of people who are ready to buy right now. But the real money? It’s in the 37% who are almost ready to buy.

Here’s how the market breaks down:

  • 3% – Ready to buy now (Highly competitive, but small market)
  • 17% – Considering options (Aware of their problem, but need a push)
  • 20% – Problem-aware, but not actively searching yet
  • 60% – Unaware they even have a problem

Most businesses fight over the 3%, driving up marketing costs and cutting prices just to stay competitive. But the real money is in the 37% (17% + 20%)—the people thinking, “I’m kind of thirsty… what should I drink?” Your job? Be their obvious choice.

2. Create the Perfect Hook for Your Dream Buyer

To win sales, you need to know your dream buyer inside and out. Ask yourself:

  1. Where do they hang out? Facebook groups? LinkedIn? Networking events?
  2. Where do they get their information? Blogs? YouTube? Podcasts?
  3. What are their biggest frustrations? What keeps them up at night?
  4. What are their biggest fears? Losing money? Wasting time? Looking bad?
  5. What does a day in their life look like?

Once you deeply understand your buyer, craft a hook that speaks to their pain points. For example, if you’re a real estate agent, instead of saying:

🚫 “We help people buy and sell homes.”
✅ Say: “Want to sell your home for 15% more? Discover the 3 simple tweaks that add thousands to your sale price—without spending a fortune.”

This grabs attention, sparks curiosity, and leads them toward a sale.

3. Capture Leads & Build Relationships

Most businesses try to sell too soon. Big mistake. Instead, capture leads first and build trust.

The best way to do this? High-Value Content Offers (HVCOs).

Example: If you’re a personal trainer, instead of saying “Buy my training program”, offer something like:

📥 “Download your FREE 7-Day Workout Plan to Burn Fat & Build Muscle—No Equipment Needed.”

In exchange, you get their email. Now, you can nurture them with valuable content until they’re ready to buy.

4. The Godfather Offer: Make It Too Good to Refuse

An irresistible offer has two elements:

  1. What your prospect wants when they see your marketing.
  2. What they have to do to get it.

For example, instead of saying:

🚫 “We offer home renovation services.”
✅ Say: “Claim Your FREE 3D Home Makeover Consultation—See Your Dream Home Before You Build!”

To make your offer impossible to ignore:

  • Sell benefits, not features – Show how their life improves.
  • Make it a no-brainer – Pack in insane value upfront.
  • Use scarcity – “Only 5 spots left this month!”
  • Guarantee results – “100% Satisfaction Guaranteed—Or You Don’t Pay.”

5. The Magic Lantern Technique: Educate, Don’t Just Sell

People hate being sold to, but they love learning. That’s why the Magic Lantern Technique works:

✅ 80% value – Teach, inspire, and educate.
✅ 20% sales pitch – Offer your solution.

For example, if you sell financial coaching, don’t just say, “Sign up for my course on wealth building.” Instead, provide free content like:

💰 “Here’s How to Save $10,000 This Year—Without Cutting Out Everything You Love.”

Once they see your expertise, they’ll be eager to buy from you.

6. Close the Deal: Sales Conversations That Convert

When talking to prospects, listen first, then sell.

If a homeowner says, “I’m worried my house won’t sell quickly,” don’t just pitch your service. Instead, respond with:

💬 “We help homeowners sell 3x faster at the highest price. Let’s take a look at your property and craft a winning strategy.”

No pressure. No hard sell. Just genuine problem-solving.

Bottom Line: Profitable Sales Are Your Oxygen

Without sales, your business suffocates. If you apply these Selling Like Crazy strategies, you will:

✅ Find your dream buyers.
✅ Create hooks that demand attention.
✅ Build trust with high-value content.
✅ Make offers too good to refuse.
✅ Close deals with confidence.

The businesses that survive? They’re not lucky. They know how to sell. Now, so do you.

Take Action Now

Start by crafting your Godfather Offer today.
💬 What’s your biggest sales challenge? Drop a comment—I’ll help you solve it!

 #Ifyoudon’tmastersales,yourbusinesswilldie.It’sthatsimple. #godfatheroffer

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