Reviewed by Leonard Smuts for Readers' Favorite

Growing the business is a necessary preoccupation with all small and medium-sized business owners. Lars Cullin has all the answers in his book Triple Tens: How Three Tiny Tweaks Can Double The Profits In Any Business. The concept is remarkably simple and revolves around three key principles: a 10% increase in the number of customers, increasing the customer spend per transaction, and upping the frequency of customer purchases. If this can be achieved, it typically doubles the profit. This is not pie in the sky. The numbers used to illustrate the system certainly add up and will not only result in higher profits but will also boost the value of the enterprise should it be sold. The effects of compounding the profit increase over time are dramatic. The logic is sound and is similar to the marginal revenue theory, whereby once the basic fixed costs of the business are covered, the profits on any additional sales drop straight onto the bottom line. Most of the book is devoted to helping readers achieve this by providing detailed instructions that will empower them as business owners.

The catchy title reflects the innovative ideas put forward by Lars Cullin, which flow from his 15 years of experience as a highly successful entrepreneur and latterly as an international consultant. The author points out that an existing customer base is the springboard to increased revenue, and sets out ways to implement his methods. Topics covered include identifying your Unique Selling Proposition (USP), installing Customer Relationship Management (CRM) systems, plus a host of marketing tips that embrace digital marketing channels. The 43 ways to differentiate your business from the competition are grouped into 15 categories and are particularly noteworthy. Numerous examples of the successful application of the principles are included. Triple Tens is essential reading for small to medium business owners. Even larger corporations could benefit, as the guidelines for marketing are insightful, universal in their application, and cover the full range of commercial enterprises. As a retired accountant and financial manager, I applaud the marketing insights and lucid style. The writing is concise and easy to read, making it a landmark textbook for emerging entrepreneurs. It is highly recommended.