One More Deal Changes Everything: The Power of Better Execution in Your Business

Just the other day, I had one of the coolest experiences.

I got invited to teach a landscape lighting class at a university. Yes—an actual required course, filled with future landscape professionals eager to learn how the industry really works.

And here’s what stood out…

They didn’t want theory.
They wanted real-life experience.

So I gave it to them.

I walked them through exactly how I built my lighting business—how we sold, how we priced, and how we consistently closed deals. No fluff. No textbook concepts. Just what actually works in the field.

But as I was teaching, something clicked.

Most business owners aren’t that far off from where they want to be.

You don’t need a new business.
You don’t need a new market.
You don’t even need more leads—at least not yet.

What you really need is to get slightly better at what you’re already doing.

Let me explain.

If you’re running a $1M business at a 20% net profit, you’re already doing well.

But what happens if you close just one more deal per month?

Let’s say that deal is worth $10,000.

That’s an additional $120,000 in revenue per year.

Now here’s where it gets interesting…

That extra revenue doesn’t behave like your normal revenue. Your overhead is already covered—your truck, your team, your systems.

So instead of earning 20% on that additional work, you could be making 50–60%.

That’s an extra $50,000 to $70,000 in profit—just from one additional deal per month.

Same business.
Same team.
Same leads.

Just better execution.

And if you take it further?

One extra deal per week could generate over $200,000 in additional profit.

That’s leverage.
That’s momentum.
That’s what happens when you stop playing small within your own business.

The “Price Marinade” Strategy

One of the concepts I shared with that class is something I call the Price Marinade.

Most people think they’re doing it—but they’re not doing it effectively.

Here’s the truth:

If you believe the job is worth $20,000… don’t say $20,000.

Say $40,000.

Yes, it feels uncomfortable. That’s the point.

What you’re doing is shifting the client’s perspective early.

Because no matter who your client is—even if they live in a multi-million-dollar home—there’s going to be sticker shock if they’ve never invested in landscape lighting before.

That’s normal.

Your job isn’t to avoid sticker shock.
Your job is to control when it happens.

When you introduce a higher number early, something powerful happens.

When you present the actual price later—say $20,000—it feels reasonable.

It feels like relief.

“Oh… that’s not as bad as I thought.”

And that’s when deals close.

Where Most People Get It Wrong

Here’s the mistake most people make:

They mention the real price too early…
Then present a higher number later.

Now the client experiences sticker shock twice.

And then?

They disappear. No response. No deal.

This isn’t about tricks or manipulation.

This is about mastery.

It’s about refining your process—knowing what to say, when to say it, and how to guide your client through the experience with clarity and confidence.

Because the truth is…

You’re already doing the hard part.

You’re getting leads.
You’re showing up.
You’re putting in the work.

But you’re leaving money on the table because your process isn’t fully optimized.

Your Challenge This Week

Marry the process. Divorce the results.

Try something new.

Say the number differently.
Set expectations earlier.
Refine your approach.

Will you mess it up sometimes?

Probably.

Good.

That’s how you improve.

Because on the other side of that growth…

Is one more deal per month.

And that changes everything.

Keep moving forward,
Ryan Lee

# landscape lighting business, sales strategy, pricing strategy, closing deals, business growth, increase profit, sales process, price anchoring, service business tips, entrepreneurship, lead conversion, business scaling, client psychology, pricing techniques #