Most business "audits" only look at half your business

By Leonel Lordeus · Lordeus Pro · 3 min read

Most business audits look at one thing: how to get more customers. They almost never look at whether you're quietly losing money on the customers you already have. For a lot of small businesses, that's backwards.

More leads won't fix any of this

• Prices you set three years ago and never revisited.
• Five tools doing the job of two.
• Annual plans you're paying monthly for.
• Inquiries that sit in an inbox until the customer gives up.

None of that shows up in a marketing report. All of it shows up in your bank account.

I look at the other half first

For years I was an IT and security leader — the whole job was finding the risk and waste other people missed, and explaining it to non-technical executives in plain English. I bring that same eye to the whole business now, not just the website or the ad spend.

So the first place I look isn't your marketing. It's your numbers: what you charge, what you spend, and what happens to the interest you're already getting.

Growth you keep beats growth you pay for

A customer you win at a discount, through a leaky funnel, on prices set too low, isn't worth much. Plug the leaks first, and every lead after that is worth more. That's the order that actually compounds — fix the inside, then pour in the traffic.