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How to Calculate What a Customer is Worth

May 29th, 2019 by

Read Time: Under 5min

Do you know your customers lifetime value (CLV)? If the answer is no, you are not alone. Let’s talks $$$. Here are three ways understanding your customer lifetime value will help you increase your company’s sales.

 

 

#1 Advertising

Knowing your customers’ lifetime value, you can gauge how your advertising campaigns are performing and make informed decisions.

#2 Upsell or Cross-sell

Most sales reps don’t want to come off “pushy” so they won’t even inform their customers about different products and services. How can you educate your customers about your other products or services you offer to generate more revenue?

#3 Return Customers

Past customers are more likely to buy from you again. What are you doing to stay connected with them? Simple email newsletters, reaching out via phone or targeted postcard campaigns to your customer list will increase return customers, which will increase your CLV.

Warning:

In this next section, I will be talking about numbers and equations which can induce flashbacks of high school math class, causing you to zone out. COME BACK!!! I promise this is simple.

 

What you will need (if you are not sure, then guess!)*

 

  1. Average new customer sale amount
  2. Average # of transactions per year
  3. Average # of years a customer buys from you

 

The equation to determine the lifetime value of a new customer (CLV):

The average sales volume for a new customer X # of times a year a customer purchases = customer value

Customer value X the average # of years your customers buy from you = Customer Lifetime Value (CLV)

Examples:

Gardener (example of a monthly service)

$90 x 12 months = $1,080

$1,080 x 5 years = $5,400

Gutter / Window Cleaning (example of a seasonal service)

$250 x 2x a year = $500

$500 x 7 years = $3,500

Contractor (example of a one-time service)

$5,000 x 1 = $5,000

Call us today! We are here to help create an advertising campaign based on your customers’ lifetime value and answer any questions you may have.

Pro Tip *

• Don’t worry about getting the data perfect. It’s better to guess and do it, rather than not to do it at all. We will have a Marketing Minute on the best ways to track your important information.

If you like this Marketing Minute, you will love next month’s tip, “How to Create a Marketing Budget.”

Traditional Marketing Tactics Are Not Dead

March 10th, 2015 by

I can make a believer out of you … Some people need statistics to believe in something. Some require testimonials from people like them detailing the success of something. What do you need?

There has been resurgence in direct mail and it has created a higher demand. Everyone is online. This makes it difficult to really stand apart from you competitors on the Internet. Why do we believe that direct mail isn’t going away?

  1. Direct mail has the highest rate of success in new customer acquisition at 34 percent compared with other marketing channels. (Target Marketing)
  2. Forty percent of consumers say that they have tried a new business after receiving direct mail, and 70 percent have renewed relationships with clients that they had previously ceased. (Ballantine)
  3. Almost 75 percent of B2B marketers rate direct mail as very effective. (Earnest Agency)
  4. Four-fifths (79 percent) of consumers will act on direct mail immediately compared to only 45 percent who say they will deal with email straight away. (Direct Marketing Association)
  5. Half (50 percent) of U.S. consumers prefer direct mail to email. (Epsilon)
  • Golden Mailer, Direct Mail Stats
  • “I learned years ago that when it comes to marketing if you do nothing, you get nothing. It’s that simple. I have advertised with Golden Mailer for over 10 years. Unlike the results of an Internet search, I am not one of the dozens of similar businesses fighting for attention. My Golden Mailer ad will be one of its kind and never will there be more than a couple in my industry. Advertising is expensive but if one customer comes to my business through an ad and later refers two more the ad more than pays for itself. “ – Michael Primus, Attorney at Law

Why Local SMBs Need Call Tracking

February 27th, 2015 by

Call Tracking … The perfect marketing solution for SMBs

It is important to know what marketing and advertising tactics are working for your business. For most SMBs a simple call tracking number with the capability to record calls, track campaigns by select numbers, and provide an overall report of how many calls each campaign generated in comparison to other campaigns is everything they need.

Golden Mailer, Call Tracking Service

Attach a call tracking service to your campaign for FREE – Contact us today for more information about Golden Mailer’s service or referrals for a different call tracking platform that fits your business needs.

Golden Mailer’s Call Tracking Services…

You can see what campaigns are more effective in the summer vs. fall. You can listen to calls and gather insight to how each incoming call is being handled by sales, administration, or even a call fielding service. Generate reports to reflect only the data you want to see and avoid digging through daily stats that have no impact on your actual conversion rate.

You’re on the go, and your marketing should be, too.

That’s why our mobile app makes it easy to create, send, and track emails, everywhere you are.

Call Tracking, Golden Mailer

A call tracking services is the first step to motoring how well a campaign is doing and discovering how effective your staff is at fostering a simple inquiry up to the point of sale. What you will often discover is many leads are not tracked correctly or follow-up methods are not as strong as they should be.

But even with these often complicated software services, business owners still find that one of their major obstacles is determining what leads came from where?

Most SMBs that offer only a few primary products or services get overcharged for CRM and Business Solution software platforms that bill them for a long list of capabilities that they will never use.

Why do we recommend this method to most SMBs and local businesses? It’s incredibly affordable, you only pay for the information you want, and the reports give you a very clear overview of the information to best establish conversion rates and campaign success.

Champion Your Customers For Life!

January 15th, 2015 by

As a business owner you know who your biggest fans are… why not turn them into your customer champions too?

Customer champions can be your biggest fan via word of mouth driving in business, or a satisfied customer reviewing you on Yelp or Google Places. Finding the vocal clients that will champion your work and your company is important and something only you can do.

Golden Mailer, Customer Champion Infographic

Statistically, only 11% of sales reps ask for client testimonials or referrals, when 91% of clients say they would be willing to give referrals.

An article in Business.com by Yoav Vilner stated:

“You’ve definitely got what it takes to amaze your clients and turn them into your biggest fans. It’s just a matter of taking personal care in assessing each client differently and evaluating their wants and needs. Surpass their expectations by integrating some of these ideas into your business plan and you’ll be sure to see a growth in your fan club.”

By no means should your customer champions be a higher priority when it comes to the integrity of your work, time, or resources over other clients.

Every client should receive your very best work. You simply need to distinguish the difference between the ones that will champion for you and the ones that will forget your name the second you finish working with them. Some clients are easily impressed and more vocal than others and make great customers for life. Some clients like reviewing companies on the Internet, others don’t know where to start.

In the same article, Vilner states:

“If you’re willing to go above-and-beyond to satisfy and impress your clients, it will pay off. You’ll see a growth in repeat business, they’ll refer you to their friends and colleagues, and they will publicly proclaim your efforts, which will result in a boost to your reputation.”

From an operations standpoint this means you must keep on your team involved in the brand building process. To do this, management needs to make it a priority to build and utilize the relationships team members have with customers that might be overlooked.

Imagine if you capitalized on all those missed opportunities for customer champions that would be spreading your brand and referring your services as we speak.

Should Business Owners ALWAYS be “On Call”?

January 14th, 2015 by

How to build client trust and still set boundaries…

I was reading through a discussion posted by Paul Castain on LinkedIn about sales reps remaining “on call” after hours. The responses all seemed to have a single underlying theme. It wasn’t stated out right in some of the responses, but it was at the foundation of their point. You need to set boundaries but still make sure your clients trust that they are a priority.

This is never as simple as it seems. Some respondents went as far as to say that they pick up EVERY single call they get – regardless of the day or time.

On Call Photo, Golden Mailer, Blog

This made me laugh a little because, well, that simply isn’t possible. You can’t take every call – Even when it’s the middle of the workday. You might be on a job site, talking to another customer, or installing a garage door. Of course, depending on your industry, your response time will vary… As will your customer’s needs.

For local businesses owners it’s hard to let it go to voice mail…

This is very true. For many businesses that invest a large portion of their budget into some form of advertising, missing a single call could cost them their entire conversion rate (again, depending on what your median sales point is). So they are left to push against the ocean. A point well made by Lon Lohmiller when he stated, “experience has proven that a work/life balance is critical for optimal performance at the times when the rep is “on”, which implies that there has to be “off” time that in the end I believe should be self imposed.”

Why can’t it be as simple as the “hours of operation” listed on YP.com, Google Places, or Yelp?

Once again, it’s just not that simple. Your customer might have the same work hours that you have listed on your website. So do you play phone tag for the rest of your life? No, most business owners that are out in the field for the majority of the day have what they call a “bat phone” – It’s a cell phone that office calls get forwarded to when they aren’t in the office.

Evaluate your target rich demographic and determine when they are most likely to call and try to make yourself available at those times. Some business owners do need to tweak their hours so customers can reach them on the weekends or evenings.

Set boundaries from the beginning!

If an existing customer calls you at an inappropriate time, don’t pick up, listen to the voice mail, and if it is in fact urgent, call them back immediately. If it can wait a day, call them back within 24 hours. Otherwise, you are setting a precedent that any problem is an emergency and will be dealt with immediately. This quickly becomes a habit and before you know it you’re camping with your family and the “bat phone” is attached to your hip. You get burnt out and can’t perform at an optimal level.

On Call Photo, Golden Mailer, Blog

Even the type A personality working seven days a week will get burnt out or over commit their time and resources to customers. It doesn’t matter how much you LOVE YOUR JOB, you still need to take a step back and focus on something else. Tunnel vision and the compulsions to make every single customer your first priority and your best friend will eventually crash and burn. Every client should be a priority. Make sure the squeaky wheel doesn’t get all your grease, and most importantly, be a dependable and reliable vendor that every client can trust.

Sales Negotiating: Create Sales that Benefit Both Parties

January 8th, 2015 by

“If you want them off the phone so bad, why don’t you just hang up?” – Boiler Room, Movie (2000)

I would like to take a trip back to Ben Affleck’s short, yet unforgettable, role in the 2000 film Boiler Room. It doesn’t matter if it’s B2B, B2C, wholesale, retail or just dreams that you are pitching…

“There is no such thing as a no sale call. A sale is made on every call you make. Either you sell the client some stock or he sells you a reason he can’t. Either way a sale is made, the only question is who is gonna close? You or him? Now be relentless, that’s it, I’m done.” – Boiler Room boiler room, golden Mailer, Always Be Closing, Tristan Barger

We would NEVER operate under such crewed methods, language or overall goals, but he has a point. If you sell tires, every time the phone rings, there’s potential to sell a tire.

According to www.JustSell.com‘s negotiation guide, during negotiation…

  1. Use open-ended questions to confirm your understanding of their needs
  2. State your understanding of how the prospect or customer will benefit from your product or service – confirm this is accurate by asking
  3. Be prepared for tactical responses from prospects and customers – whether it’s the flinch following your price quote or silence – don’t react and instead respond with more questions
  4. Listen
  5. Don’t rush to fill pauses – become comfortable with moments of silence
  6. Be prepared to change the value proposition to support price concessions–support your price integrity by adjusting the overall value (e.g., change delivery times, follow-up schedules, service period, etc.)
  7. Try to identify agreement on small items to help develop positive momentum – summarize these agreements periodically
  8. Take notes to demonstrate you’re commitment to the negotiation and to help you find opportunities to summarize the smaller agreements verbally with the prospect/ customer

Always be cautious of your client’s time, space and boundaries. Don’t over step. Give them room to breath and never force them into something you don’t believe in yourself.

Most importantly… Never end a sales call or meeting with:

“Fine. I’m gonna take you off my list of successful people today.” – Boiler Room

If you haven’t seen the film, it’s not for children; however, it begins with a great quote from the lead character:

“I read this article awhile back, that said that Microsoft employs more millionaire secretary’s that any other company in the world. They took stock options over Christmas bonuses. It was a good move. I remember there was this picture, of one of the groundskeepers next to his Ferrari. Blew my mind. You see *stuff* like that, and it just plants seeds, makes you think it’s possible, even easy. And then you turn on the TV, and there’s just more of it. The $87 Million lottery winner, that kid actor that just made 20 million on his last movie, that Internet stock that shot through the roof, you could have made millions if you had just gotten in early, and that’s exactly what I wanted to do: get in. I didn’t want to be an innovator any more, I just wanted to make the quick and easy buck, I just wanted in. Nobody wants to work for it anymore. There’s no honor in taking that after school job at Mickey Dee’s, honor’s in the dollar, kid. So I went another way; I became a stockbroker.” – Boiler Room

This is when Sales Negotiating comes in…

You need to create a sales that benefits both parties! Everyone leaves HAPPPY!

The realization that it’s real people, with real lives, and real families that you are selling to, that’s the moment you become a sales person. The small businesses, the home loans, the company that employees your neighbor… It’s everywhere and there IS NO EASY WAY in. It takes work, time, trust, experience, knowledge, and most importantly, the ability to fall and get right back up and pick up the phone or serve the next customer. Simply knowing that you are selling them something that will benefit everyone is the only talking point you will need.

“Its strange to think how that knock changed everything, everything, hey don’t get me wrong here, I don’t believe in fate, I believe in odds.” – Boiler Room

Eliminate Obstacles and Reach the “Decision Makers”

December 30th, 2014 by

A recent study published by SalesStaff.com found that 52% of in-house B2B sales representatives considered “Reaching Decision Makers” as their biggest challenge. What this survey failed to ask is whom they consider to be the “Decision Makers”? The most difficult part of B2B sales is to identify the person within the organization most influential when it comes to budgetary decisions – That’s the person you want to impress and build your initial relationship with. I call this person “The Gatekeeper”.

According to SalesStaff.com, a few other areas in-house sales reps struggle with are:

I come from a sales background, my focus is also on new business prospecting and client retention. These are all different forms of B2B sales. I increased monthly budgets, sold additional social media packages, and convinced the company to resign quarterly retainers regularly. Many of these sales were made without so much as a direct conversation with the CEO and myself.

These “Decision Makers” that every sales executives and associates so desperately try to get on the phone don’t take cold calls; a CEO will rarely take a cold call. There is that small percentage… and sometimes we just get lucky, but 90% of the people you want to get in front of have a “Gatekeeper”. They trust this person to not let any calls through, schedule any meetings, or spend any money on anything they haven’t been convinced is worth it. That’s why convincing “The Gatekeeper” is the key to getting the meetings and the sells you want.

“The Gatekeeper” will always tell you their boss isn’t available. That’s when to pitch them. If they buy your pitch, they will bring it to management. Don’t simply leave a message and hope the CEO will call you back. The people that screen my phone calls, emails, and scheduling meetings are employees I trust and opinions I take seriously. If they tell me something is worth trying, I’m often too busy to hear the details, but I trust them, so most of the time I will just give them the green light.

Most CEOs send marketing material to an assistant, department manager, or even an intern with a brief message… “Can you look into this? Do you think it’s worth doing?” Business owners just don’t have time to look into every single pitch that comes their way. But if it’s a really good pitch, they just might look into it further.

You shouldn’t be expecting a high success rate when you’re pitching business owners over the phone while making cold calls. If you have a long standing relationship, that’s a different story, but anything less than that, you can expect a lot of:

  1. I’m sorry, he/she isn’t in right now, can I take a message?
  2. On vacation for the week, can I take a message?
  3. What is this regarding and I will make sure they return your call.
  4. In a meeting… stepped out for lunch… unavailable…
  5. Then, there’s just the HANG UP (which is always fun!)

After 10 years of working on both sides I can say one thing is certain, if you find “The Gatekeeper”, the person the “Decision Maker” trusts and listens to, you will get a lot further than assuming there’s nothing they can do.

Ask the person on the other end if they are up-to-speed on the company’s current marketing efforts. If they aren’t just an answering service, send them the material – It’s better than leaving a message that will rarely even make it to the target.

Part 3: SEO’s Impact On Customers & Online Reviews

November 14th, 2014 by

Part three of this five part blog series explains the essential need for business owners to understand the increasing influence SEO has on how customers receive and perceive online reviews on sites like Yelp & Angie’s List.

Even if you’re not ready to be on the Internet, your customers aren’t always on your timetable. As you can see below, almost 100% of Internet users read reviews and they affect almost all of their decisions.

Golden Mailer, SEO and Online Review Blog

According to a Channel Advisor survey, ‘Through the Eyes of the Consumer’:

  1. 92% of US Internet users read online reviews
  2. 46% of consumers were influenced to purchase based on reviews
  3. 43% of consumers were deterred from purchasing based on reviews
  4. 3% of consumers reported their decision was unaffected by reviews

Understanding the impact SEO has on online reviews & ratings…

A huge part of properly managing SEO for your online pictures, profiles, blogs, and websites is linking them all to your company. Every directory submission, description, and summary you issue are vital keys to your company branding. Consumers are regularly browsing through sites like Google Places where they will find photos, links, and bios of your company… and your competitors. If you don’t properly leverage SEO for all the content and graphics that you post online, your company will get lost in cyber space while your local competition is showing up in every search and on every site.

…Especially the impact online reviews have on customers.

All these graphics and summaries get linked to various review sites. Local customers rely heavily on these sites to provide them with the best possible information before hiring a company. While you can ask your customers to go online and provide a review for your company, typically the only customers that have the motivation to take time out of their day and review your products or services are the ones that feel you went above and beyond, or the very opposite, the customers feeling that they got burned.

There are multiple ways to look at a negative review:

Although it can be an emotional hit, bad reviews should be handled with care; they should never be responded to rashly or emotionally. Chances are the bad review is about a particular experience, not you as a person.

Look at any negative reviews as opportunities to showcase your company’s excellent customer service, and dedication to quality. Negative reviews can be good PR if you handle them tactfully. These complaints can also serve as a guide for things your company can improve on, because hey, nobody’s perfect.

How to respond to a review?

When responding to a review the best thing to do is to engage the customer. It is important that your tone is not defensive or confrontational; rather it should be one of concern. Be nice, be courteous, and genuinely try to help them. Know that it is incredibly hard to win an argument with a berated customer. Do not try; it will most likely reflect poorly on you and your company. Take the higher ground. Try to understand what went wrong and make every effort you can to put the situation right.

You can read more from the full blog here: “How to Handle A Bad Review

Why are reviews SO important?

One of the first places potentials customers look when searching for local businesses are review sites. Not to mention sites like Yelp and Angie’s List are so well optimized that they rank incredibly high in search engine results. Every review is important. If you can tell a customer isn’t satisfied before the job is finished, take the extra time and money to fix it before they cost you dozens of potential customers with a negative review.

A recent blog on Bnetworking.info stated the following: “Reviews – First of all, do not attempt to make reviews. Internet users will immediately know that they are not true. Reviews are really important in local citations. They are very similar to site linking since they give search engines as well as citation sites the notion that your business is just as excellent as you state it is. You can even find citation sites that will not list you in generic searches if you do not have a favorable review. Thus, once you are done with your profile, spend time to build reviews.”

Local residents search for a business that is in their community, affordable, and trustworthy.

This is why online reviews are so important. You can’t be afraid of the criticisms people leave. You should face these reviews head-on. Never ask a customer to remove a review. And most importantly, you must understand that even if you’re not ready to be on the Internet, customers aren’t always on your timetable.

Don’t hide from bad reviews…

The worst thing is being afraid to deal with it. I’ve worked with some business owners and they didn’t even know that they had dozens of reviews on Yelp. This is customer engagement at it’s best. It’s raw and real. Embrace the good and the bad because that’s what makes you human and that’s how customers trust you.

About this series…

This five part blog series takes a deep look into highly competitive industry landscapes and tips to successfully compete as a locally owned business.

Part 2: Money-Back Guarantees… Is It A Ploy?

November 12th, 2014 by

Part two of this five part blog series provides a deep look into the relationships businesses have with other businesses and how to trust business service money-back guarantees.

Money-Back Guarantees Blog, Golden Mailer Money-Back Guarantees Blog, Golden Mailer

As a small business owner, it is important to understand the level of trust you are investing into another business when working together, especially when it comes to money-back guarantees. When partnering with other businesses or vendors in regards to advertising, branding, product quality, etc., be sure to have a mutual understanding of what exactly you are being promised and vice versa.

As money-back guarantees often come with a lot of loopholes, reading the fine print is key, and customer satisfaction should always be the first priority when deciding whom to partner with.

Before You Trust a Money-back Guarantee

Prior to making your decision about working with another business for their product or service, be sure to check, double check, and triple check the both of you are on the same page. Here are some questions to consider asking regarding your money-back guarantee before making anything official.

  1. Can I get a copy of the terms in print?
  2. How long before I get my refund?
  3. Will all additional expenses be included in the money-back guarantee?
  4. What if I’m not satisfied?
  5. How do I go about requesting for a refund?

Be sure to get the name of the person you dealt with when making a deal involving a money-back guarantee. It’s O.K. to ask repeatedly for clarification. Consider your potential losses (time and money-wise) if you are unsatisfied. Will another business’ promise to you hurt your business if it backfires? Always be fully aware of the money-back guarantee before you make any decision final.

Where to Focus Your Guarantee Promises

As a small business owner, you will most likely experience having to make up a money-back guarantee policy of your own for a product or service. The most important guarantee you can offer in your policy is customer satisfaction. Whether you promise to increase online search rankings through SEO services or drive more customers to the business through appropriate marketing practices, you must follow through on your contract based on what the customer claims. Money-back guarantees should be focused on products or services that a business invests in to help with marketing, advertising, branding, design, packaging, delivery, or any service that promises to drive more business.

Below is a review posted on Yelp from a business owner unsatisfied with a logo design and storefront signage company. Read the review and take note of how upset the customer is; the customer paints a bad image of the company resulting in the customer losing a client and the client losing money.

“Company X advertised in writing and verbally a money-back guarantee if I wasn’t satisfied with the design and decided not to use it. The manager himself promised me a full and SPEEDY refund if I was unsatisfied but it’s been over four months and I still haven’t seen a single dime, now he won’t even call me back. Not only did they waste my time, take my money, and lie to me, but also they are STILL advertising a money-back guarantee policy. They can’t be trusted and don’t honor their promise to customer satisfaction. I would have been better off tossing my money in the trash, at least it would have saved me time.” *Business name will remain anonymous

Understanding the Fine Print

Money-back guarantees are often littered with loopholes to cheat customers out of money. Sometimes a company will refund the service charge, but not the initial set-up fee. Sometimes a company might refund the labor fee, but not the cost of materials. A company may sometimes even refund the materials, and not the cost of the labor. Loopholes in money-back guarantees can range from anything regarding how long you have to act before your “guarantee” period is over to how much of the money you will actually be getting back. Ultimately, it is your job as a small business owner to be aware of such loopholes and read the fine print when partnering with another business in order to avoid a loss for your business, or even your customers in the future.

About this series…

This five part blog series takes a deep look into highly competitive industry landscapes and tips to successfully compete as a locally owned business.

Part 1: The REAL Threats Local Businesses Will Face in 2015

Part 1: The REAL Threats Local Businesses Will Face in 2015

October 29th, 2014 by

This five part blog series takes a deep look into highly competitive industry landscapes and tips to successfully compete with the “Big Guys” and the “Little Guys.”

iStock_000018463864Small-color-118x118

Part one of this series provides a deep look into the struggles local businesses face in highly concentrated markets. Logic would point to highly concentrated markets as being safe investments. Why else would so many people be in the business?

What does this mean for the business owners?

Although there are so many successful businesses in the Bay Area, you MUST appreciate and understand what these businesses have in common and what makes them unique. Determining what parts of each business ultimately leads them to success, or failure, is the key to swimming through local competition.

Many people might assume that the “Big Guy,” or corporate chains, pose the greatest threat to the smaller “mom-and-pop” locally-owned businesses. Whether you sell specialty cupcakes or professionally designed fruit baskets, your local competition is the most challenging when it comes to your bottom line.

Local businesses are faced with some of the most difficult circumstances when it comes to attracting potential clients and maintaining current loyal customers. For example, a locally-owned smog station or auto repair shop competes with as many as ten businesses at any given time. These rival businesses may offer the exact same services, advertising comparable prices, and are just a few blocks away. This is what we call a HIGHLY competitive industry and something locally-owned businesses face everyday. They lose customers everyday as they struggle to meet and exceed discounts, entertainment, and customer service.

So how do local businesses in highly competitive fields survive and maintain a steady income flow?

It’s imperative to create and implement a system that ensures financial stability – this requires much more than simply making sure employee benefits and vendors get paid on time. You must have enough financial flexibility that will allow you to keep your employees happy and your customers satisfied while continuing to fund the research and development needed to offer better services and advertising domination over the competition.

Top 2 rules to surviving the REAL threat:

  1. Employees, honesty, & customer service are the foundation of your reputation: Your customers’ point of contact or sales representative is one of the strongest assets you have when it comes to direct interaction and company reputation. The success or failure of your team in this area will make or break the success of your company. This goes for every industry – auto, food, construction, childcare. The person your customer interacts with the most eventually becomes the face of your company on Yelp, customer referrals, social media, and all other reputation management, consumer review sites, and word of mouth. You learn the hard way when an employee simply doesn’t understand your service offerings, but still manages to sell them. That’s a scary thing. Grow, expand, and develop innovative service offerings, but do not let customers purchase these packages until you’ve had time to perform acid tests and work through any bumps to ensure the production team is working like a well-oiled machine.
  2. Long lines & waiting can lose customers… forever: You aren’t Disneyland. People will wait in line at Disneyland for two hours to ride Magic Mountain because it’s the only place in the world they can. If there are 20 other people in line to buy a sandwich, they will simply walk out the door and go to the deli around the corner. Time is precious and when they can get the exact same thing for the exact same amount of money, don’t make them wait 20 minutes for a sandwich.

More insight to come from our expert bloggers in part two of this series.

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