- Growth isn’t about getting more leads—it’s about making more of the customers you have
- Alex Hormozi’s Four R’s—Retain, Review, Refer, Resell—focus on post-purchase impact
- Traditional marketing builds attention. Hormozi’s model builds revenue
- Combine both strategies for stronger loyalty, social proof and long-term profitability
- Focus on what happens after the sale—it’s where the real growth begins
623 words ~ 3 min read
You’re working harder than ever to win new customers—but revenue still feels flat. The problem isn’t reach. It’s what happens after the sale.
That’s the insight behind entrepreneur and author Alex Hormozi’s approach to business growth. While traditional marketing focuses on building awareness and brand image through the classic Four R’s—Reach, Reputation, Renew and Refer—Hormozi shifts the focus to what drives real revenue: Retain, Review, Refer, Resell.
Don’t Just Fill the Funnel—Squeeze It
Traditional marketing strategies are built to attract leads. They’re critical, especially for new or growing businesses. But without a strong back end, you’re pouring new leads into a leaky funnel. Hormozi’s model aims to fix the leak and turn one-time buyers into long-term profit centers.
Here’s how each step works:
Retain: Loyalty Is the Real Growth Hack
Customer retention is one of the most reliable ways to increase profitability. A Harvard Business Review study found that improving retention by just 5% can boost profits by up to 95%. Businesses often overinvest in attracting new customers while underinvesting in the ones they already have. Retention means strengthening relationships and solving problems before they cause churn.
Review: Let Your Customers Sell for You
Social proof sells. According to BrightLocal, 98% of consumers read online reviews for local businesses. Reviews build trust, shorten sales cycles and improve conversion rates. Hormozi’s advice? Make it easy for customers to leave reviews, and make sure those reviews are visible.
Refer: Turn Fans Into a Growth Engine
Referral programs aren’t new—but most aren’t executed well. A structured, incentivized referral system brings in leads who already trust your brand. Referred customers typically convert faster and stay longer, making them more profitable over time.
Resell: Serve More, Sell More
It’s easier to sell to an existing customer than to a new one. Yet many businesses stop after the first transaction. Hormozi emphasizes the importance of upselling, cross-selling and solving additional customer needs. Your warmest leads are already in your pipeline—keep serving them.
A Real-World Example
Consider a local fitness studio. Instead of spending thousands each month on paid ads, they focused on automating reviews and rewarding referrals. Six months later, their revenue had doubled without increasing lead volume. The secret? Maximizing the value of their existing customer base.
Combine the Old and the New
This isn’t about ditching traditional marketing—it’s about completing the strategy. Use Reach and Reputation to build awareness, then activate Hormozi’s Retain-Review-Refer-Resell loop to drive repeat value.
Here’s a quick comparison:
- Marketing R’s: Reach → Reputation → Renew → Refer
- Growth R’s: Retain → Review → Refer → Resell
Together, these models form a full-circle approach: Attract, deliver, retain, and expand.
Try This: One R at a Time
This week, choose one of the Four R’s and put it into practice. Start with Retain: What would make your best customers stay three months longer?
Growth doesn’t just come from new eyes—it comes from deeper relationships. It’s time to stop chasing leads and start growing value.
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