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They Make Me Feel Special

ByAmyFay Chandler

“Lifetime Value is the total value of a customer’s business over the lifetime of their relationship with your company.”

— Josh Kaufman

When our 3 sons were still at home, our grocery bill was a lot more than it is today. I shopped at the grocery closest to our home that had the best specials – or so I believed.

My husband would drive about a mile further (maybe 1/month haha) to shop at a newer store – one I believed had higher prices.

I would ask him, “Why do you drive to ____ when you pass ____ on the way?”

His answer was always, “They make me feel special,” at which point I would roll my eyes and laugh. There was truth in his tease.

One day my frustration with “my” grocery store reached its peak. The time it took to shop in person and get the specials in the store had increased a lot. It was like jumping through hoops.

I had been shopping there for over a decade. I tried to talk to customer service (again), but they told me to go online and submit it in writing. I did.

It took me a while. You can imagine. 😂 I hit submit.
Their system rejected it because it was too long. That was it.

I started shopping where they “make you feel special.”

LTV

Have you heard of LTV Lifetime Value of a Customer?

LTV =
APV (average purchase value) x APF (average purchase frequency) x
CL (customer lifespan)

So if I spent $100/week every week for 10 years then my lifetime value to my old grocery was $52K.

Your Customers. Your Team.

Dollars flowing keep your doors open. They allow you more freedom.
Sales are important.

We’d like to think we are rational people who make logical buying decisions. The truth is we are emotional.

We do business with people we like, where we feel “seen” and yes – special.

Does your team understand Customer Lifetime Value?
Make it part of your onboarding (training) process.

If a customer is particularly annoying one day, it will be easier for your team to stay focused on “special.”

Hope this was helpful. (I so love hearing from y’all when it is!)
Hope your customers are keeping you super busy!
Remember to enjoy it. 😊
Here for you.

xoxo,
❤️ AmyFay

Every time I get to help you –
you make me feel special.
Grateful for YOU!

Happy Thanksgiving!
❤️ AmyFay

I’m AmyFay Chandler, a Knoxville-based wholesale sales rep serving independent retailers in Tennessee and Kentucky through Tango Showroom. I also represent Sweet Tree Jewelry and Caroline B Cook nationwide. Before I became a rep, I built two T-shirt lines, ran my own retail business, bought home and gift for Elder’s Ace Hardware, and worked with Werner Frank. I have been the maker, buyer, retailer, rep, and person at the register, so I evaluate every line from the store floor first.

I write the Morning Retail Tidbit and Friday Retail Tidbits to help local retailers buy smarter, merchandise with intention, and keep their stores valuable.

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