Dean Graziosi explains why keeping customers matters more than finding new ones. A well-served air-conditioning client generates $5,000 a year versus $1,000 for a one-time customer. When you know your client's lifetime value, you can spend more on ads to acquire them and actually profit.
It is way easier to get a happy client to upgrade than it is to go find another brand new client in your door. I promise you, no matter what business you're in, if you are a one and done, every Monday you're fighting for new clients. Say we both have a service business, air conditions. If you're a one and done and your customer's lifetime value is, hey, we go see this person once and we get on average $1,000 for a client with a $200 profit, but I service them so well. And while they're there, they say, oh my God, if I need this and then I need this and then I need this. At the end of the year, your client's worth $1,000 to you. At the end of the year, my client's worth $5,000 to me. Me. If you think about advertising, who wins in advertising? Those that can afford to spend the most to acquire a client. When I go to advertise, I could spend $2 grand to acquire that client. You can only spend $300. Who wins? You. It's not just a matter of selling more, it's about serving them at every level, knowing your lifetime value. You should know 6 months, 1 year, and 3-year lifetime value, and that's what you can afford to acquire a client. And most people don't do that. They're one and done, and that's why they
