Lifetime Value | TravelResearchOnline


Lifetime Value

A mistake that many sales professionals make is that they are shortsighted when it comes to evaluating their customers. With the blame pointing toward a tough economy, too many sales people try to rush the sale to fatten their wallet. As competitive as this may sound, this aggressive behavior is the shortest path to failure coupled to a less-than glowing professional reputation.

I would like to suggest that you approach this new customer-thing from a different angle. Take a futuristic view. Try becoming the exception by seeing new customers as the potential annuity they truly represent.

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Anybody can sell anything once to anybody. It takes sound customer-relation skills and a good product to sell a second time to the same customer. It takes talent to pull off a third sale. It is the third sale that begins to cement relationships.

If you want your future to change for the better, start looking at first-time buyers as potential third-time customers. Treating first-timers like they are third-timers will result in many more third-timers.

Think value. Think lifetime. Think lifetime value.

Mike Marchev

Mike Marchev freely shares his experiences, strategies and observations with travel professionals in an effort to keep them on top of their game. For a complimentary copy of his 12-Word Marketing Plan send him an email at

Mike Marchev’s next business building webinar is on Friday, October 26, 2018. It will focus on the 9 Selling Strategies you can implement at once at no cost with very little effort. Click Here for details.

Mike’s daily column is made possible by AmaWaterways.

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