PART 4: DO THE TIME Painful truth: It’s hard to build a big business out of small deals. SMALL DEALS GET YOU STARTED, BIG DEALS DRIVE GROWTH How is getting to $5 million in revenue easiest: selling a million orders at $5 each, or 100 at $50,000 each, or 10 at $500,000 each? You can make millions without needing millions of users In the Nail A Niche section, we mentioned Avanoo, the employee­training company, going from almost $0 in revenue to $5M in their first year of selling. They couldn’t have done that – at least that fast ­ if they’d stuck to their first price, selling courses to consumers as “Name Your Price” for an average of $5 each. But in selling $50,000 and larger deals now (and on track to sell 6­ and 7­ figure deals), they can grow revenue much, much faster. They’re selling to companies that have the ability to pay (Fortune 2000), have a clear pain, and have reference­able customers. It’s just a question of time before they increase the size of their big deals by 10x again. When you’re attempting to grow by major leaps, work on doubling your average sale size as much as finding and closing twice as many deals. Or if you already have lead generation machine working smoothly, it’s how you can quadruple growth – doubling deal sizes while doubling leads.