What is one customer worth?
Every job they’ll ever give you, not just today’s.
- For
- See what a customer is worth across the years, and look after them for it.
- When
- When you decide how much to do for one
Try it
350 a job, 2 calls a year, staying 6 years: one customer is worth 4,200.
Worth = a job × the times a year they call × the years they stay.
Treat a customer as years of work, not one job.
Worked out
| Calls a year | 3 years | 6 years | 10 years |
|---|---|---|---|
| 1 | 1,050 | 2,100 | 3,500 |
| 2 | 2,100 | 4,200 | 7,000 |
| 3 | 3,150 | 6,300 | 10,500 |
| 4 | 4,200 | 8,400 | 14,000 |
Easy to get wrong
- No word from you after the bill.
- A different price every time they call.
- Their details lost with an old phone.
- Chasing new work, forgetting old customers.
The tool for it
Questions
How do I keep customers coming back?
Do the job well, leave your number, and remind them when something’s due.
Should repeat customers get a discount?
Better first pick of the days than a lower price.
How often do I get in touch?
When something is due, and once a year at most besides.
Where do I keep their details?
In one list, with every job and home, not in your phone’s contacts.
Can I bring my old list in?
Yes, from a spreadsheet: names, phones, emails and addresses.
Is a referral worth as much?
A new customer from an old one is worth this whole sum again.
How do I know my own numbers?
Count the jobs your oldest customers gave you, and their years.
Can I email them all at once?
Only those who said yes to it. Check the rule where you work.