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 meet their sales quota prematurely. There is a more attractive strategy that I am afraid very few sales professionals endorse, much to their demise.

Try becoming the exception by seeing new customers as the potential annuity they truly represent.

Anybody can sell anything once to anybody. People are easily fooled … once. It takes skill and a good product to sell a second time to the same person. It takes real talent to consummate a third sale to the same customer.

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

This will not come by accident. You need to plug in a well-thought out action plan to arrive amicably at sales #3. Call it work. Call it customer focus. Call it future financial planning. Call it anything you’d like.

Think value. Think lifetime. Think lifetime value.


Mike Marchev
Mike Marchev is a down-to-earth motivating sales trainer, author and business coach who specializes in the travel industry. For a complimentary copy of Mike’s 12-Word Marketing Plan send him an email at with the number “12” in the Subject Box. His daily column is made possible by AmaWaterways.

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