I don’t get this new math



Let’s see if I have this right.

   You make most of your income from current customers
+ Your current customers are happy with you, so they are predisposed to buy again
+ Your current customers know you and take your calls
+ Your current customers have other needs

= You invest 90+% of your marketing budget on chasing after strangers/prospects.

Help me see how that adds up again?

Photo courtesy of flickr.com from the works of lacadaz.

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4 comments on “I don’t get this new math

  1. Dollars to get ’em, pennies to keep ’em – I love doing the unsexy, unglamourous work of renewal series and invoice stuffer. Doesn’t take much to make this stuff work.

  2. Roberta,

    Discipline to not always chase the sexy new thing or potential client is one of the toughest elements of marketing for most clients.

    They just can’t resist the lure of something new.


  3. Simon says:

    Yeah, it doesn’t add up. And a business can be of so much more service to a client if it figures out what else that client might need.

  4. Simon,

    The truth is that most businesses are either too afraid or too arrogant to ask their clients what they want.

    And in that scenario, everyone loses.

    Thanks for adding to the conversation!


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