Fast Beats Free Every Time | Ep 821
episodePreviously titled “Fast Beats Free Every Time | Ep 842” — renamed by the publisher on Aug 2, 2026
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What can businesses sell immediately to increase profits?
What's going on, everyone? Welcome back to the game. I have an audio first episode for you guys today. This has been something that's been kind of top of mind for me. But it's about some things that you can immediately sell to make a lot more money in the business. And I think this is something that's wildly underused. And so I want to say a month ago, I had a business that came out to our headquarters. It's an advisory practice customer. And the gentleman had a very large business that had many automobile shops. And in talking to him more, it was a very razor-thin margin business as he was detailing it. And one of the things that he had was a certain niche type of customer that had tremendous costs incurred for the amount of time that their trucks or cars were off the road, something to the tune of like $10,000 to $20,000 a day in lost income. And what was interesting is I said, okay, I'm guessing these guys are not price sensitive. And he was like, no.
And I said, well, do you price it differently for them? And he said, no. I said, but you have other customers or the vast majority of your customers that if it took a week to get their, you know, cars or trucks back, it wouldn't really make a difference to them. He said, right. It's like, okay. So what you're missing is basically a surge price or said differently, a speed pass. And so what I want to talk about is a couple of different ways you can implement this in any business. And the, and what's really cool about this type of kind of offer or value consideration is that it's a hundred percent margin. So think about it. Like if you deliver anything, let's say you build decks for a living, it doesn't matter. And
you have your standard, let's say you have a 30% margin in the business after everything. Okay, fine. Great. If you build that in three months, cool. And maybe you can only take on a certain amount of projects. So you build them, let's say in sequence. So you build, you know, customer A and then customer B and the customer C. Well, it makes basically no difference to cost for you if you do ABC or CAB, right? Like it wouldn't actually change anything for you. You're going to have the same number of people and you're going to deliver over the same time period. But the thing is, is that customer C might be willing to pay two times more to get it done faster. And so for us as business owners, having the offer available for people to get what they want faster, I mean, and you think about this in the commerce world, like you can obviously always pay for faster shipping, it's almost like a, it's an obvious thing.
But for some reason, in the services, businesses, people don't do this. And I'm still always lost to why maybe it's because they don't think about it, which is why I'm making this podcast. But But for this individual, when I was talking about the auto shop thing, it just felt like such an obvious thing. Well, okay, well, if it takes you normally a week to get this stuff back and the vast majority of customers don't care, but a small percentage of customers do care very much about time and they're losing thousands of dollars every day or tens of thousands of dollars, then it would follow to have a speed pass that would allow them to get priority, right? Because somebody else doesn't really care if it adds a day to their service. And so they're willing to pay the standard rate, whereas somebody else, it does matter a lot. And so they're paying for fast shipping, right? Fundamentally, that's all we're doing here. I would say that for me, fundamentally, and I'll talk about the second way that you can use this in a second.
But for me, fundamentally, I've really shifted. I mean, a lot of my thinking around creating products and services. I mean, I go back to the value equation because it's so core to how I do everything. But like, you've got the impact or outcome. You've got risk, you've got speed, and you've got ease. These are the elements of value. I have yet to find anything else that are not those four elements.
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