The Billy Ray Rule: Never Leave Money on the Table

Let me take you back to the early days of my career. I was a scrappy co-founder of a software company when an acquisition offer came knocking from a company based in the Carolinas. Their CEO, let’s call him Billy Ray (not his real name, but close enough!), had his sights set on us. Intrigued, I packed my New Yorker attitude, hopped on a plane, and headed south.

I’d be lying if I said I wasn’t carrying a little city-boy arrogance. I thought, “These Southerners probably won’t keep up with my fast-talking, hustle-all-day New York pace.” Spoiler alert: I was wrong—very wrong.

Upon arrival, I was greeted with the signature Southern hospitality: warm handshakes, polite pleasantries, and a leisurely tour of their facility. Everyone was charming and welcoming, but I still wondered if they had the chops for serious business. By midday, we were in a conference room with Billy Ray’s leadership team, diving into the nitty-gritty of potential synergies between our companies. Things were going smoothly when suddenly, Billy Ray asked everyone to leave so we could have a private chat.

As we sat across the table, I quickly realized something: Billy Ray was no pushover. He came to the table prepared—meticulously prepared. He laid out ideas and strategies I hadn’t even considered. While I was still catching my breath, Billy Ray was already three steps ahead, covering every angle, every scenario, every potential win. The man was a negotiation ninja, leaving no stone unturned.

After wrapping up the meeting, Billy Ray had a dinner arranged for me with one of his top lieutenants, Lance—a friendly, candid guy with a great sense of humor. Over juicy steaks and a bold Cabernet Sauvignon, Lance and I chatted about the company’s vision, his role, and their ambitious goals. Then, as the plates were cleared, Lance leaned in with a sly smile and asked, “So, how’d it go with Billy Ray?”

I laughed and told him it went well, but admitted, “Billy Ray doesn’t seem like the type to leave much wiggle room in negotiations.”

Lance grinned knowingly, leaned closer, and said, “You’re right about that. Billy Ray… he doesn’t leave any money on the table.”

That moment stuck with me. I realized that leaving money on the table—whether in business or life—isn’t just a missed opportunity; it’s practically a cardinal sin. Billy Ray’s relentless pursuit of value wasn’t just impressive—it was a masterclass in making the most of what you’ve got.

The Business of “No Money Left Behind”

Let’s talk assets. Whether you’re manufacturing high-tech machinery, power tools, or industrial equipment, your assets are more than just products. They’re revenue-generating goldmines waiting to be tapped.

Traditionally, manufacturers sell an asset—a machine, a tool, or a piece of equipment—and that’s the end of the story. The customer gets the product, and the manufacturer collects a one-time check. But why stop there? Why leave money on the table when there’s so much more revenue you can squeeze out of that asset?

Here’s the secret sauce: Asset Monetization and Servitization.

What’s that, you ask? It’s a strategy where manufacturers transform from simple product providers into full-fledged solution providers. You’re not just selling an asset—you’re bundling it with services, data, and support that keep generating revenue long after the initial sale. Think of it as turning a single sale into a lifetime of value.

Here are just a few ways manufacturers can monetize their assets beyond the initial sale:

??????????? ?????????? Installation services – Set it up right, and charge for the expertise.

??????????? ?????????? Leasing or financing options – Let customers pay over time while you earn interest.

??????????? ?????????? Short-term rentals – Perfect for customers with temporary needs.

??????????? ?????????? Service and maintenance plans – Keep that machine running and your revenue flowing.

??????????? ?????????? Spare parts sales – Machines break; you profit.

??????????? ?????????? IoT-powered predictive maintenance – Use data to prevent failures and charge for peace of mind.

??????????? ?????????? Training and consulting – Teach customers how to maximize their investment.

??????????? ?????????? Data and analytics – Sell insights that make your customers more efficient.

And the list goes on! The possibilities are limited only by your creativity and your understanding of your customers’ needs.

Why Do Manufacturers Leave Money on the Table?

So why isn’t every manufacturer doing this already? For many, it boils down to inertia—they’re stuck in the “sell it and forget it” mindset. Others simply don’t know where to start or how to measure the potential ROI of these strategies.

But here’s the thing: with the right guidance, you can create a roadmap to unlock the full potential of your assets. That’s where Customertimes comes in.

Our Asset Monetization and Servitization Workshop is a hands-on exercise designed to help you:

??????????? ?????????? Identify the strategies that align with your business goals.

??????????? ?????????? Quantify the costs and benefits of each strategy.

??????????? ?????????? Rank opportunities by ROI, payback period, and revenue potential.

??????????? ?????????? Build a custom roadmap for long-term success.

In short, we’ll help you stop leaving money on the table and start putting it back in your pocket.

So, What’s Your Billy Ray Moment?

Are you ready to be like Billy Ray—calculated, prepared, and unwilling to leave value untouched? It’s time to rethink how you monetize your assets and transform your business into a solution powerhouse.

Let’s chat. Reach out to me and we’ll show you how to take the money off the table—and put it where it belongs: in your business.

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