Aug. 28, 2025

Business Strategies to Increase Revenue & Profits | Brent Holtman - Ep 173

Show Notes
Transcript

Business Strategies for Increasing Revenue and Rrofits.

Key Takeaways

Brent Hultman's Kairos Profit Coach system uses 22 specific strategies to increase business throughput and revenue
Competing on price is a "race to the bottom" - businesses should focus on communicating unique value to ideal clients
Small businesses can often find $100k+ in additional annual revenue by optimizing expenses and operations
Having clarity on ideal clients and their key problems allows businesses to charge more while being perceived as the value leader

Topics Brent's Background and Business Approach

Defining Ideal Clients and Unique Value Proposition

Avoiding the "Race to the Bottom" on Price

Finding Hidden Revenue in Small Businesses

Maintaining Long-Term Client Relationships

Next Steps

Download Brent's free ebook from KairosProfCoach.com
View sample strategy videos on Brent's website
Consider reaching out to Brent for coaching on implementing profit strategies
Review your own business expenses and messaging to ideal clients
Ask your clients for feedback on why they do business with you

Action Items

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WEBVTT

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Folks, it is that time again to make the Great

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Experience podcast. Your host, the Success Doctor, Doctor Steve Green.

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I hope you had a great week, great month, great minute,

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whatever it has been since your last listening to this podcast.

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We got a simple goal. We want to help you

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on your journey to success. Sometimes it's just me pontificating.

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But today today we have a guest. I guess it's

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going to help you level up. I'm going to tell

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their success stories, give you some tips, like a couple

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of tips I've read the tips I got the insider

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spoiler ert. It's a really good tip, and and he's

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got a lot of other stuff to share. So let

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me introduce my guest today. His name is Brent Holteman.

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Brent's company is called the Cairos Profit Coach. How about that.

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I like that kind of cool name, Cairos. Let me

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tell you a little bit about him and then we'll

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meet him directly. Brent Holm and Cairo's Profit Coach business

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owners higher Brent to create a six figure increase in

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their revenue has proven no cost, low cost strategies. He

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understands the business owners face the challenges of working too

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many hours and the frustration having lower profits than they

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feel they should have. Brent's clients discover how to increase

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their revenue and profit and gain time freedom to have

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the life they dream of having. Sounds pretty good. Huh so,

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welcome Brent. How are you all the way from Colorado?

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The Rocky Mountain State? Is that what it's called? I think?

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Yeah, we're the Mile highs Denvers of Mile High City

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and the rock Mountain States.

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Rocky Mountain State, I think Colorado. You know what, this

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is probably totally provincial and there's nothing to do with

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the Chiro's profit thing. But just indulge me for a second. Anybody,

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When I think of Colorado, you know what I think

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of I'm from the lot of I think of John Denver.

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How stupid is that Rocky Mountain High High and whatever

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Colorado born? If those of you who were born in

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the nineties or two thousands or whatever, per absolutely no

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idea what I'm talking about. Your guy ended up dying.

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He flew an airplane into a mountain.

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Sad story, Annie Song, I forget a couple other hits anyway, Brent,

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sorry to go out on that tangent. How are you

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tell us about yourself? Tell us how you're doing, Tell.

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Us how excited we are to be here. Yeah, thank you.

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I'm very excited to be here. You know, having talked

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to you before, I was really anticipating getting to plug

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into your energy again and have a chance to have

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a little conversation and hopefully share some things that could

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be beneficial to some of those business owners out there.

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So I'm doing well. You know, there's no bad time

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to live in Colorado. We've had a really nice summer,

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so lots of time outside enjoying, you know, the lifestyle

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of being in the Rocky Mountain region.

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Well, you've probably got a better view out of your

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window than I do. I'll concede that I gotta. I

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got a lot of trees, no no mountains or anything.

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So let's let's get right into business. So Cairo's profit coach.

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You have to word profit in there. So I assume

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you're trying to help people make more money. I got

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a bold statement, six figure increase in their income. How'd

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you get into this? What's your history are you? How

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long you been doing this? How'd you get to this?

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Actually, I've been into entrepreneurship and business and startup business

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opportunities and various things. For years and years. I've actually

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done coaching interwoven with other business activities throughout my adult life.

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So it's been decades, and prior to COVID, my focus

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really was totally on helping businesses to develop teams and

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to develop leadership. Then COVID hit and actually the first

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book I wrote it's called Engage, How to Attract, Inspire

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High Performance Team, and that's on Amazon. But with COVID

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shut down, so we weren't investing in leadership or team

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building at that point. So I discovered this profit coach

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system and it's twenty two specific strategies, and we'd like

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to describe it is it increases the throughput for a

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business because you know, there's a lot of programs and

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a lot of coaching and things out there that'll focus

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on increasing leads or increasing this or decreasing that, and

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they don't look at the whole picture. And so what

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I do with my clients is we look at all

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of the things that they need in order to take

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that six figures are more potential revenue out of their

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business and put it in their bank account.

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Interesting, So I think it's fair to say the classic

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strategy is you get as many leads as you can,

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you sort of dump them, at least figuratively, into the

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top of your funnel. They get qualified, they get disqualified

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because they're not this or that. You end up with

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some fraction of them, and then you try to close them.

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So if you get a thousand leads, maybe you get

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twenty sales or something like that. Right, So that's not

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your model. Your model is much more precise. I suppose

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that's not your word. That's my word. Probably looks at

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many other things because typically when people do that sort

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of marketing, they're just getting everybody they can. They're casting

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a very broad net, right, Hey, who's interested in ice cream?

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Me?

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Then you go, well, you only want people want strawberry

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or whatever. So is this a system you developed yourself

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or is this something that you're aligned with a mentoring

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sort of company. How to come about?

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You know, coaches need to be coached. So I am

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aligned with pro Global and that's the source of the system,

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and so I work with using that system of small businesses,

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and I also coach other coaches that are using the

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same strategy SATIN system to deliver these kind of results

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for those business owners.

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Nice and you know.

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Steve, I just have to smile because you know, one

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of the tips that that I typically share with folks is, uh,

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you know, everybody is never the answer to the question

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who's your potential client? And you know, what you just

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described made me think of that because so often small

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business owners think, well, gosh, everybody needs what I've got,

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But you really need to have that real clarity on

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who's your ideal client. What's the message you need to

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communicate to have them appreciate that you've got the the problem.

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So let's talk about that for a second, because I

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think it's a common mistake, especially newer entrepreneurs or new

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businesses make because frankly, they're short on revenue. Right. Typically,

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you come out of the gate, you probably got a

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good idea, you're enthusiastic, but you got to put some

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cash in the back, or the very least, you got

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to pay your bills. Right, Yeah, you're looking anybody that's

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willing to throw you a check or cash or crypto

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or however people are paying these days. So is one

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of the things that you do, because it's something I

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do in my business as well my coaching, is we

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try to define the ideal client right, we try to

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divide a client avatar call what you may. Is that

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part of your twenty two strategies or is that sort

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of a prerequisite.

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No, it really is an element of it, because we

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have what we call the position to market dominance, which

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is creating that unique selling proposition. Okay, it speaks to

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that specifically good.

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Less experience. You say it again, you need propsation. Let's

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define maybe or maybe less experience business or entrepreneur people.

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Yeah, so rather than saying, oh, you know, we're we're

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bonded and certified and trustworthy and true and clean and

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honest and we've been in business forever and that kind

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of stuff.

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Don't forget good looking.

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You're right, and of course you know more and more

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service industries, but really good looking people on the shrink

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crap on their hands. So to your point, but that's

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me too marketing, and that really can cost a lot

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of money. I know small business owners spending thousands of

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dollars a month on that sort of an approach. But

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you know what, if what you're saying is something your

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your customer would say, well, I would hope, so say

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something else because you just need to touch that one

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thing that really gets their attention is if you give.

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A specific example of this. I know exactly what you're saying,

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but I want to make sure that the less experienced

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listeners here their pictures. So let's see if we can

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do this by an example, right, Okay, So I don't

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want to put you on the spot. Let's say you're

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trying to sell what I got on my desk here. Uh,

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you're trying to sell a phone, right, Okay, So what

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doesn't work is we're the best, the best cell phone

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store because we're more onas, we got a nicer showroom,

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we got a higher inventory, we got a nicer parking lot,

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we're a little easier to get to on a highway.

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That's not what's getting it done, right, So what would

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what's something that in this example maybe they could do

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that would like what would be a differentiator a unique proposition?

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So shooting from the hill, let's assume that.

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We're putting Brent on the spot here a little bit is.

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A cell phone.

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I know he's going to deliver cell phone.

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Store retail location, right, and let's assume that they're in

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parks smity to some senior living facilities, very nice, very nice,

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and so They could say any number of things about

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the features and the wonderful deals and the contracts and

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all the stuff everybody else says, and that the big

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players that are the national carriers throw out there in

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abundance and TV advertising. Or they could say, you know,

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one of our ideal clients is somebody who is a

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senior who is frustrated by all of the bells, whistles

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and stuff in the phone. So their position of market

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dominance the statement they make to that particular client that

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ideal senior is come in. We will set you up

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with a phone that's simple to use, that you'll never

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be frustrated by, and you'll know exactly what nice.

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So now there's the assumption. There's all the other stuff,

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But now you've got to pick her niche you're running with.

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Yeah, and of course you can have multiples. But if

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I'm a business owner and I'm marketing to those seniors,

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I'm going to have a very a very sharp edged,

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concise program of marketing outreach to those people, right, and

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something else, I'll have a different message for those.

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In the same way, if you're marked to a family,

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you might you might push security and safety because you

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don't want the kids getting you know, exposed to whatever

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band stuff's out there that they can get in trouble

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with on the phone.

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Exactly, great example, Love it.

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Love it. So everybody's understanding that if you're you don't

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want to be part of the pack. Even if you're

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the lead dog in a pack, you're still part of

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the pack. Right, you want to be the trailblazer here.

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So you bring up an interesting question here, what you

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don't know will cost you sixty seven figures of revenue.

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I don't want to give a shop, but I'm pretty

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curious what is I could use another seven figures here too.

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Sure, you know, typically for a one to five million

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revenue company, with the tools that I have, you can

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find at least one hundred thousand dollars of annual recurring

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increased revenue. And part of that is not trying to

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market the way national and global companies do because you

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just don't have the wherewithal to advertise like Coca Cola

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and Toyota. Sure, and then extending on what we were

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just talking about with having that clear message and that

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really well defined client. The other piece of it is

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if you're throwing away thousands a month on ads, that

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get little or no results, and you're ending up competing

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on price. That's a race to the bottom. And so

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often small business owners, higher marketing people that put stuff

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out there, so they're spending money there. Maybe they're spending

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let's say twenty five hundred a month, I see five

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six holes of pretty typically, so twenty five hundred a

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month just on their social media mostly spent. Then, on

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top of that, when they actually do connected with get

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connected with perspective customer, they're competing on price, so they're

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reducing their profit margin to get the business. And then finally,

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the fact that they have no differentiation and they are

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just competing on price means that they're in that pack,

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competing in that race to the bottom. Versus having a

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really clear idea of the number one problem of each

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individual ideal client and speaking to that. They could actually

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be charging more than their competition and be perceived as

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the value leader because those ideas. Clients will say this this, uh,

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this business. Most people get me, and why would I

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talk to anybody else because they have the solution that

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I need.

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So is the trick to doing that the clarity of

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your message or is it the ability to educate your

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potential clients and prospects, or is it is it a

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little bit of everything, because clearly this is part of

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what you do when your coaching regime es and.

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I love that question because we actually have a little

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formal we used for creating the message. It's captivate, which

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is the headline that gets.

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Their attention, I got it, Captivate fascinate, which is the

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sub headline that that engages them to understand, Okay.

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What is what is this business talking about? And then educate,

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which is whatever information you're your salespeople are sharing, what's

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in your messages, whatever else you're putting out that tells

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those ideal prospects why what you're offering is superior to

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what their competition with the competition is doing, and how

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what you're about differentiates you're offering such that they really

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want to do business with you. And then finally, the

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fourth step that is closed, which isn't them buying something

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right now today, but the question of who am I

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going to use for whatever it is is closed in

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that prospect's mind, So now when they're ready to buy

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that company, is where they're going to go, Because you know,

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there's at any point only what two to three percent

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of buyers who are ready to buy right now. That's

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you know, ninety seven to ninety nine percent who are

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somewhere along a buyer's journey not ready yet to buy.

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But this approach lets you get aligned with them, so

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when they are ready, you have that connection. So yeah,

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ender relationship is closing.

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Well, listener, this is to make the Great Experience podcast

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Steve Green, the Success Doctor. My guest today is Brent Holtman,

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Cairo's profit coach, telling us about some I mean, he's

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dropped a ton of value here. I'm telling you hopefully

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you're getting as much out of this as I am. Captivate, fascinate, educate,

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You got to get better word for clothes. I got

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to think of them. It's got into eight. It's got

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everything's got into eight anyway. Oh but no, But but

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Brent is absolutely correct. If you if you're a new

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business or an experienced business and you think it's just

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as easy as saying, hey, I'm selling the phone, come

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and get it, you're gonna have some You're gonna have

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some frustration, right, you have to. It's like it's like

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anything else. You gotta work on your craft. And part

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of working on your craft is working on your pitch,

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and part of working in your pitch is knowing why

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what your clients want. Right, if you're just saying, hey,

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if I'm selling hamburgers, I'm not, and all my clients

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are vegetarians, getting I'm not going to get very far.

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So he says something like this, Competing on price is

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a race to the bottom. Right, expand on that a

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little bit, because I think the counter comment would be, well,

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I can't lose money, like I have to at least

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charge a certain amount. I got to stay in business, right,

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so you can only undercut so much. But really, what

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you're talking about isn't even the number. It's if you,

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in the perception to your spires are the best value.

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They're less concerned about the price. But talk about how

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you position yourself that way. And I think we all

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appreciate why it's important, but maybe even expand on why

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you think it's so important.

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Absolutely, and really it begins with having clarity around who

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is that ideal client and then determining what's the number

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one problem on that buyer's mind and what problem do

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they have that they can't get rid of? And they're

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really seeking a.

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Solution absolutely good.

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Then you communicate to them that educate piece, the fact

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that what you're about lines up completely with the solution

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that they're so that they're not saying, well, you know,

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everybody kind of looks and sounds the same. So what

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criteria can I use to decide who to buy from?

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When as businesses we give our customers no other choice,

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they will decide on price. But if we really help

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the prospective client understand the benefit of working with with

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you over me or me over the other person, that

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clarity really fixes it into that buyer's mind that there's

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value here, and then that makes the actual price tag

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a secondary issue. You know, you're gonna need to stay

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within a competitive range, but you don't have to be

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the cheapest one in the neighborhood. And in fact, typically

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you don't want to be the cheapest one in the neighborhood.

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Because it doesn't reverse. Think about it, like, if I'm

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going to buy something, do I want the cheapest product?

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I mean, maybe the cheapest product is cheaper because it's

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no good right obviously. You know, with cars, I could

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spend two hundred grand on a car, I could spend

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twenty thousand a car I would expect the two hundred

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thousand dollars cars nicer, But do I need that? But

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it's twenty thousand dollars one a piece of junk. I

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don't know. But no, this is really good because it's

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so important because and you didn't say this, but I'm

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going to read between the lines a little bit. One

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of the goals is a business owner, at least for me,

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is I don't want to have to keep getting new

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clients right. I would like to get a client and

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work with them for weeks, months, years, decades. I'm old

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enough to have clients that long. You may not out

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there and make the great experience podcast listening land, but

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you will someday. And if you treat them right in

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the beginning and they understand the value, it may be

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flexible price in the beginning, but over the long haul,

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you're going to way, way, way more to make up

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for it. So can you talk about is there a

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secret sauce on how to maintain long term relationships with clients,

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especially if you're in a business where you're selling something

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that maybe they don't necessarily need. Multiple things of.

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Yeah, and definitely there's a lot of different strategies that

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may come into play. If your business is very narrow

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in what you offer, you might consider other things that

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you could do that would align with that to actually

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give you a more enhanced offering that makes you a

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more benefit over a longer period for the client. You

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might do strategic lines to venture partnerships to where your

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business and another complementary business both bring something to the

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table and that's unique versus your competition who doesn't have

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that other thing. Is another strategy. So really, I mean,

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there are a lot of different possibilities, but really one

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of the things that I think is really so fundamental

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is ask your customers, why do you do business with me?

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Why do you come back? What do you live to

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see me? Pride because I think so often as small

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business owners, we're afraid to ask, and we think that

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somehow if we ask our customers questions, they're going to

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think we don't know what we're doing. Versus the fact

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that you see surveys all the time where both employees

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and customers appreciate being asked, getting their input heard, especially

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when there's an action that comes out. So it kind

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of shifts the approach of the business to where if

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I'm going to ask my customers, what's the number one

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thing they'd like to see. I probably need to be

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prepared to come up with a way to do something

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for that an outcome.

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Yeah, if they're going to volunteer that it's something that

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they want. It's really it's market research.

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It is exactly now.

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Look at it as market research. You're getting information about

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not just your particular client, but your whole ideal client

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avatar profile. Then you can't really get otherwise, right, absolutely true,

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And and that's expensive and it's time consuming.

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Right.

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So you know, you got to realize any time you

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get a client and you can keep and keep them,

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you're saving marketing revenue. You save it had spend your

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saving all that stuff. You got a success tip for

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the listeners out there.

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Uh yeah, there's so many possibilities. Let's go with this one, okay,

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and you can track with me here. Learning what you

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don't know that you don't know is not fun, but

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it can save your business. So there's so many things.

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And the strategies that I bring to business owners are

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typically things that they would be doing if they knew

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about it, but they don't know about it, so they're

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not doing it and having to open up to learning

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something new, to adapting change, adopting change that isn't any

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typically people's favorite thing, but failing to do it can

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cost you those six seven figures of revenue.

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But what's What's something that a lot of business owners

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may be And I'm not saying they don't know because

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they're irresponsible or yeah, kidikut coiners, they just they don't

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have enough experience often where they don't feel it's important.

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But what might be an example of.

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This, You know, there's a lot of different places where

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