Name: 真正的零售電視。客戶的終生價值 (Real Retail TV: Lifetime Value Of A Customer)
Uploaded: 2021-01-14T08:15:45.000Z
Duration: 13 min 31 s
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Back in the late '80s, early '90s, somewhere back

in the mists of time, after my business, the Mackinaw Kite

from being a pure-play kite shop to being a hybrid kite toy

an event for the parents of young children.

And every year for a day, a Saturday in the fall,

and all the local organizations and businesses

that catered to the parents of young children

would all come and set up and talk about their services,

shop their wares, and do all these sorts of things.

We'd set up-- I'd put some [INAUDIBLE] Brio and Thomas

Or the kids would get a chance to play with our toys.

But really, it was kind of a pain in the neck.

You know, we had to schlep everything there.

If you're into retail, you know schlepping.

The kids would all play-- break it down-- schlep it back.

And we never really did that much in sales.

There would be some sales during the day,

and there'd be a little bump the following week.

But if you looked at it-- just the revenue from that event--

And then a couple of months after that decision

but before the next year's event we learned--

I learned about lifetime value of a customer,

And I think it's going to change yours also.

value of our customers, which was around $4,000,

my feeling about this event changed dramatically.

being friendly-- being nice-- to, Oh my goodness.

And of course, I wasn't that mercenary about it.

There was a building filled with prospects,

and each of those prospects represented $4,000.

And when you start thinking about $4,000--

when you determine the lifetime value of your customers,

It's going to help you determine how much you're willing to pay

And it keeps you focusing on marketing, particularly,

Once you know the lifetime value of your customer,

you'll start to understand how much you're willing to pay

or how much you're willing to give up to get a new customer.

Once you understand the lifetime value of a customer,

it keeps you focused on keeping your customers happy and loyal.

Once you focus on lifetime value of a customer,

and that will keep you focused on marketing,

Staying focused on the lifetime value of a customer

allows you to cut your difficult customers some slack.

You realize that you're not willing to lose a customer,

and all of that beautiful lifetime value changed my life.

So let's figure out the lifetime value of your customer.

I hope that you have a piece of paper and a pen.

You might even want to go get your key employees

You might want to do this together, because like I said,

So it's determined by doing this simple equation.

you multiply it by the average times your average customer

And then you multiply that times the average number of years

So we'll go through this and you can see how this all works.

created just so we can play with lifetime value of a customer

is start thinking about the numbers, like saying,

Oh, my average sales a lot different than that.

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真正的零售電視。客戶的終生價值 (Real Retail TV: Lifetime Value Of A Customer)

incredibly

engage

concept

term