How 10x improvement is no longer enough to win more revenue

If you’re looking for ways to build revenue and loyalty faster – business trends have been changing faster than Clark Kent in a phone booth. The business ecosystem has been a cocktail of the Wild West mixed with technology manic change. 

  • inflation, 
  • recession, 
  • supply-chain issues, 
  • covid, 
  • artificial intelligence and machine learning, 

The pace of innovation is accelerating so fast that it is hard for businesses to keep up.

One business described how they went through an exhaustive multi-week review of one element of their business technology providers. Finally, finding the best fit – they were shocked that a new supplier had 10x improved their chosen provider – the new supplier had not been on the shortlist. 

MECLABS Institute (marketers paradise) recently ran an experiment pitting a human marketer against artificial intelligence (AI) and machine learning (ML) to improve sales funnels performance.

Meclabs referred to it as the famous chess battle – IBM’s Deep Blue chess-playing supercomputer initially lost to world champion Garry Kasparov in 1996. But after the upgrade in 1997, the machine beat the man.

What happens when you put them head-to-head? A short video on their website gives you the complete run down. 

Businesses grow with – order, discipline and direction. 

Rapid technological changes in AI + ML are disrupting this model. 

This generation will be the last to see off physical retail. 

  • Now e-commerce has surpassed in-person retailing as the single most effective sales channel. (McKinsey) 

Repurposing empty retail shops – that will never be used for retail again – into new housing will be the next challenge.

We now live in a Social Selling Economy – the new city centre. 


Those businesses that build more robust social and digital connections create better financial performance outcomes. 

  • Think of social selling as a business networking event: the reality is that it is a global networking event spread across five main channels. Facebook, Linkedln, Instagram, Twitter and YouTube – depending on your target markets – there are many more – Tiktok, Snap, and many more.

98% of your customers are buying on social up to million-dollar transactions -the question is will your business turn up and be a match fit?

The opportunities for businesses of all sizes everywhere are enormous. 

L’Oréal invested in social selling to increase revenue.

  • The beauty brand lifted revenue by 25%
  • It found that its people (staff) and customers are your greatest social influencers.  

Sephora is empowering its social selling – beauty advisors & customers are social selling, inspiring sales online, getting rewarded & deepen relationships with consumers everywhere.

A solution example

The problem – is that you are the CEO of a franchise-buying group – with one hundred physical stores selling products. 

The market leaders are the big corporates. Growth is hard work. 

How to grow faster

  1. Activate the network of retailers with social selling methodology. (train them how to move from analogue to digital) 
  2. Train their staff to influence, connect, share, build relationships, and sell more online. 
  3. Provide them with the technology tools and methodology to win more new buyers today.  
  4. Target your competitor’s customers as they leave their stores in real time with your integrated social selling campaign. (this is one of the highest ROI available on average)

Social selling is less transactional and driven more by building authentic relationships. 

Social media gives salespeople a platform to enhance existing relationships, build new ones, and build trust at scale – the foundations for selling more. 

Social Influencing and Selling (#socialselling) – this is where your ideal potential buyers walk towards your business rather than your business is chasing them. 

It is ethical selling – Pro-tip – if your growth strategy relies on hounding and chasing, sequenced repetitions, and an over-reliance on paid visual advertising, persuasion rather than participation now, none of these steps work – the ROI has gone.  

Remove your business from a commodity business to a social relationship business and see the impact. 

It is time to ACCELERATE communities of PASSIONATE NEW BUYERS by fuelling and facilitating their insatiable hunger for authentic content and conversations – so your business captures enormous attention and engagement – influence and sell more.

Now the most valuable asset in the world today is attention.

The FASTEST growing businesses have one thing in common they get more attention on multiple social media platforms – every day. 

  • More attention first 
  • Next More engagement 
  • Influence and Sell More. 

Our business reflects the human truth: we are a social and human-first digital agency built on strategic narrative and pitch across platforms.

We accelerate powerful buyer insights gained through micro-content that ultimately influences actual business results. 

Your ideal buyer truth is our lifeblood – we are loyal to it, defend it and accelerate it.

There is no longer a single, generic message served to a mass audience – now drive buyer attention and revenue growth by speaking specifically and differently based on who they are, by listening and understanding more.

If you have read this far, thank you for your attention. 

There are over 150 free previous newsletters – like this one at – look for the tab – How to Influence and Sell More.

It means a lot. I hope this helped you even a little bit in better making sense of this topic. If so, please, share it with a friend who might also benefit from it. 

Thanks for reading,