Chapter 3

Do I own my customers, or just rent them?

Khách là của tôi, hay chỉ đang mượn của kênh?

The chapter's question

If my main channel locked my account tomorrow, what share of past customers could I still reach?

Big idea

Whoever keeps their customers can afford to pay more to acquire them, and so wins on every channel.

In this chapter

  1. Part 3.1

    Own the list

    If my main channel locked my account tomorrow, what share of past buyers could I still reach?

  2. Part 3.2

    The message that is not a sale

    Right after the first purchase, what does my buyer receive that eases the fear of having been taken?

  3. Part 3.3

    Three customer groups by last purchase date

    In my customer list, who is about to leave and who has already gone?

  4. Part 3.4

    A win-back offer has a calculable ceiling

    How much can I spend on an offer to bring a customer back without losing money?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of The Seller Handbook: One Order, One Warehouse, One Customer is free to read right here.

Read in Conan School

Chapters of The Seller Handbook: One Order, One Warehouse, One Customer

  1. 1.So many orders, so why is there no money?
  2. 2.Is a full warehouse wealth, or a slow leak?
  3. 3.Do I own my customers, or just rent them?
  4. 4.How does a profitable seller still run out of cash?
  5. 5.Why does every month feel like starting from zero?