QUESTION – how do I maximise the average sale per customer? THOUGHT – think strategically about your business My experience suggests that the average sale per customer is rarely addressed in marketing strategies. Despite the fact that it is central to maximising profitability, I cannot remember seeing the average sale per customer addressed as part […]

QUESTION – how do I maximise the average sale per customer? THOUGHT – think strategically about your business My experience suggests that the average sale per customer is rarely addressed in marketing strategies. Despite the fact that it is central to maximising profitability, I cannot remember seeing the average sale per customer addressed as part of a comprehensive marketing strategy. Maximising the average sale per customer can impact revenue and also the costs associated with securing that revenue. Increasing the average sale per customer will increase revenue without impacting on marketing costs and a range of other expenses. Increasing the average sale per customer is particularly important for resource-starved businesses – including those where the individuals that earn the fees are the ones that have to win the business. I would argue that maximising the average sale per customer is critical for all marketing managers to address and, as I…