Is Part of the Revenue Discussion Missing?
There is a ton of talk and good information on the Internet on winning new customers and growing business one new customer at a time. Every business needs a customer acquisition strategy and ongoing effort to attract and win new business from new customers. There aren't many businesses that grow without winning new clients and customers.
And there's a lot of great information on the Internet and in print on how to serve customers. It's critical to keep customers happy and gain the reputation of being a true customer champion.
But there seems to be precious little information on how to make money with your customers and raise the value of your average sale. Repeat business and higher per transaction values are without doubt the best money a company can make – your cost of sale is already greatly absorbed.
Yes, there's some talk about referrals, but I'm talking about up-selling, subscription-based price models, joint ventures, co-marketing, after purchase services, down-selling, product and service selection, discounting strategies, incentives, post sales marketing, etc.
Why do you think there is so much more emphasis placed on new customer acquisition than on repeat sales and increased per transaction values? Do these topic have no interest or is the interest underserved?
