• Owning a process makes it easier to pitch and puts you in control. Be clear about what you’re selling, and potential customers will be more likely to buy your product.
• Don’t become synonymous with your company. If buyers aren’t confi...

If you want to be a sellable, product-oriented business, you need to use the language of one.

Change words like “clients” to “customers” and “firm” to “business.” Rid your website and customer-facing communications of any references that reveal you used to be a generic service business...

Relying too heavily on one client is risky and will turn off potential buyers.

 Make sure that no one client makes up more than 15 percent of your revenue.

• Take some time to figure out how many pipeline prospects will likely lead to sales. This number will become essential when you go to sell because it allows the buyer to estimate the size of the market opportunity.
• Two sales reps are always better than one.

If you focus on doing one thing well and hire specialists in that area, the quality of your work will improve and you will stand out among your competitors.

• They are “teachable” to employees (like the Stapleton Agency’s Five-Step Logo Design Process) or can be delivered through technology;
• They are “valuable” to your customers, which allows you to avoid commoditization;
• They are “repeatab...