You can do it through a mix of targeted lead generation, changing pricing, designing higher­end packages, through premium products with enterprise features, carefully developed channel partners, or whatever. It doesn’t happen overnight, but you can take concrete steps to get there. But start with the question, “What conditions would have to exist to close deals that are 10x larger than we are doing today?” Many entrepreneurs, especially first­time founders, have expectations of what people will pay that are far too low. It’s also easy for experienced executives to fall into a rut with a division or team, either through inertia or habits. Push yourself past those limits, to come up with ways to double or triple your revenue per customer by also asking:What would it take to grow our revenue by 10x? What would it take to grow our biggest sales size by 10x? How can we find and work with customers to whom our solution would be worth 10x the price we’re currently charging? What We Love and Hate About Small Deals Whether it's software, products or services, when most people start a business, naturally we all want to get whatever customers we can. This usually means smaller deals, often from "free" to a few thousand dollars. "Small" is a great place to start because it's easier to get things going and adjust on the fly. Plus you can get valuable feedback, case studies and community effects from small customers. Also, smaller businesses can be more disorganized or less sure about their planning. Often they’re just trying to survive rather than grow, can’t afford to pay much, can’t pay cash up front, may buy impulsively, or lack the time, people or money to follow through 100%.We’re not saying smaller businesses are bad – they’re wonderful and the backbone of our economy. But don’t count on making a big business out of small deals or customers. What We Love About Big Deals As you get off the ground, one of the best ways to double up on top of your other growth, and without working more hours, is by closing bigger deals. With bigger deals, you will (a) make a lot more money (b) exert less effort and (c) help customers become more successful. If you're selling to someone who's close to your Ideal Customer Profile, closing a $100,000 deal shouldn't be too much more work than closing a $10,000 deal, and may not even take longer. So if it takes 2 to 3x the time and effort – but you get 10x the revenue and your customers get 10x the value – it's worth it! Don't be afraid of raising your prices when selling to bigger companies with bigger needs. Bigger deals can take longer to close, but they’re worth the wait. Bigger deals can lead to better customer results: Better service: You can focus customer service/customer success people on fewer customers,