you are not a vampire

Your existing customers are your best leads.

You have their contact information. You understand their problems. They already trust you (hopefully).

Yet you probably haven’t maximized the mutual value of your relationship.

Maximizing customer lifetime value doesn’t mean bleeding your customers dry. You are not a vampire.

Maximizing customer lifetime value means creating as much value for your clients as you possibly can.

There are two main benefits to focusing on mutual value:

1. The better you do for your customer, the better they do in their market - and thus the more they have to invest in you.

2. The better you do for your customer, the more they trust you - and thus rely on you to implement their business objectives.

New client acquisition is important, but don’t focus on it at the expense of your existing customers.