What a New Customer Costs

Who this book is for

Người bán lẻ và bán online ở Việt Nam, bán trên sàn, bán qua mạng xã hội, có cửa hàng nhỏ hoặc bán thương hiệu riêng; quy mô từ một người tự đóng gói tới đội mười người và một kho thuê.

Sound familiar?

• Raising the ad budget lifts revenue while the month still ends with no cash.
• Reads the ad dashboard without checking it against orders actually delivered.
• Doesn't know whether a first-time buyer ever returns, so daren't spend more.
• Turning ads off drops orders to near zero, which means there is no other source.

Each chapter answers one question

1. Chapter 1: Do I really know what a new customer costs me?

   How much did I pay for each new customer last month?

   Dividing ad spend by orders is the simplest calculation, and most sellers do not do it regularly.

2. Chapter 2: Is an expensive customer a loss, or a bargain?

   How much does one of my customers buy in total over six months?

   How much to spend on a customer can only be answered once you know how much that customer leaves behind.

3. Chapter 3: Do ads create sales, or just take credit?

   If I turned ads off for a week, how many orders would I lose?

   The ad dashboard takes credit for every order it touches, including orders that would have happened anyway.

4. Chapter 4: Sales are up, so why not spend more?

   What is my rule for raising and cutting the budget?

   Budget should follow a rule written in advance, because raising it in a moment of excitement is the fastest way to burn money.

5. Chapter 5: If I stop ads, will anyone still find me?

   If there were no ad money tomorrow, where would my customers come from?

   Free channels are slower but they compound, while ads stop the moment you stop paying.