Читать книгу Startup Guide to Guerrilla Marketing - Jay Levinson Conrad - Страница 38

Guerrillas strive for and savor long-term relationships with their customers. They well know the myriad of benefits of long-lasting connections and do all in their power to establish and nourish them. They’re well aware that it costs them six times more to sell something to a prospect than to sell that same thing to a customer. It’s one thing, however, to know the value of a long-term relationship, and it’s something entirely different to engage in activities that spawn such delicious connections.

Take a minute to determine “What’s the value of each of your customers over his or her lifetime?” Write down the answer, and post it over your desk and share it with your employees.

FEDEX

Federal Express is a company that focuses on the value of a customer. If a mid-sized company sends 30 packages a week at $25 each, that’s $750 a week, or $18,750 a year. If a customer gets angry over a $25 shipment and switches her business to a competitor, Federal Express loses thousands and thousands of dollars. That’s why every Federal Express supervisor is authorized to grant a $100 refund on the spot, no questions asked, for any delayed shipments. A $100 refund is a small price to pay to keep an $18,750 a year customer.

Why is this statistic so important? Because the value of your customers helps you determine how much you might be willing to spend to acquire a new customer. And, just as important, it forces you to realize how much it costs you to lose a customer once you’ve got him or her. Use Figure 5.1 to help you figure our a customer’s value.

FIGURE 5.1: The Value of a Customer Worksheet