Bird or weed- - To see your old customers.docVIP

 PAGE \* MERGEFORMAT 8 ‘Bird’ or ‘weed’? - To see your old customers In many marketing books and training courses, we can often see and hear words like this: To cherish your old customers, the cost of developing a new customer is to maintain an old customer 2-6 times; old customers that you goods or services, the main disseminators of good reputation; old customers are your long-term business profit guarantee; each reduced by 5% of the customer churn rate, the profit would increase by 25% -85% (Laikehaide and Sasse’s theory); old Customers will also give you more of rationalization proposals, intimate contact with old customers so that you can better grasp of the market situation, which shun the new changes ... ... The above-mentioned point of view, I believe a lot of people, who were like me, even without thinking, had been convinced that if those who are logical and indisputable thing. The fact is that so? In fact, up to now, and there are no reliable data or model shows that in a longer study period, between the old and new customers there is a clear comparative advantage. There are some cases, the descriptions from a perspective of the old business customers a significant positive, such as: old customers to visit low cost, can shorten the negotiation period, accelerate the turnover; old customers than new customers are familiar with you, and therefore more receptive to your new products to meet your new initiatives; old customers at the same time in their own consumption, but also from time to time to bring you new customers and so on. But all is not fundamentally shows that the overall value of the old customers than new customers, old customers of the overall cost is lower than new customers. In this article, I have no intention to negate the role of old customers, even in some industries, specific forms of transactions, the old customers still occupy an unmatched weight, as some membership-based stores, sales of the main contributors are a returning