21% of marketing expenditure on existing customers Recent research found that an average of 61% of respondents’ revenue came from existing customers. It is, therefore, quite concerning that, on average, only 21% of their marketing budget is allocated to existing customers. Business in Australia and elsewhere in the world consistently prioritises new customers over existing […]

21% of marketing expenditure on existing customers Recent research found that an average of 61% of respondents’ revenue came from existing customers. It is, therefore, quite concerning that, on average, only 21% of their marketing budget is allocated to existing customers. Business in Australia and elsewhere in the world consistently prioritises new customers over existing customers.  The focus seems to be on securing sales from new customers ahead of increasing the average sale and the lifetime value of existing customers.Of interest here is the average sale per customer. While most businesses want to maximise the average sale per customer, few devote adequate headspace and resources to maximising it.Strategies for increasing the average sale per customer might include: Cross-selling and up-selling Personalising customer service Surprising and delighting customers Maximising the average sale per customer is all about adding value to the purchase and enhancing the customer experience. This will help them…