A colleague ran a landscaping company. Most of his customers came by word of mouth. In his fifth year, he placed an ad in his local paper for $57/month. He soon realized that if he acquired one customer from the ad, the customer was worth about $140/month to his business. In other words, a single customer paid for the ad year-round. That's when he kicked himself for not having kept an ad all along. What is one customer worth to you?
Another colleague works for a large telephone service provider. They charge $10/month for a toll free number, with no activation cost. The business rates are the same as rates for any other toll call - about 7cents/minute interstate, and 9cents in-state. Of course, if no one calls, it's just the $10. One of the things he points out is that even if his clients only gain a single customer in a year from carrying a toll-free number, that costs the client about $120 and a few cents in calls. The colleague says, "If a customer isn't worth $120 in a year's time, maybe the client is in the wrong business." Likewise, this colleague asks, "What is one customer worth to your business?"
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