Low Lifetime Value

In maybe 80%(ish) of my projects, there are a handful of high-selling items that bring in a disproportionate number of new customers.

Those items, of course, frequently bring in new customers that have low lifetime value.

I once worked with a Chief Marketing Officer who refused those customers ... he wouldn't pay for them. "Let somebody else have them, I only want high-value customers" he said to me. His business, of course, struggled to grow.

I'm perfectly fine with you paying less for those customers. Have at it.

I'm even better with you setting up an Action Stream for your new customers. Get busy! Identify the items on a second order that launch some of the low-value customers to average-value status, and market those items in your Action Streams.

It's not hard to do.

It makes common sense.

So go do it!