My friend Jane called me from her latest travel destination.
She was exploring opportunities in the Greek property market for summer home rentals and to find a place for herself.
She was also taking the opportunity to speak with some contacts in the shipping business who dealt with her logistics company.
Jane has been escaping the heat of Dubai since May and wasn’t planning to come back until early November.
“What do your customer think of you constantly on the road and not around to meet them?” I asked.
“They don’t …. Because my teams take care of them. I’m ccd on all the emails so they know I’m up to speed but really there is no need for them to contact me as the different account teams have their back.”
“Who tend to be your best customers?”
“We have over 10 segments with 2 that bring in 35% of our total profits. You know 18 months ago, we had only 5 segments and our profits were a third of what they are today.”
“What changed?”
“Our Data. We began measuring the purchases, retention, referrals and realised relatively quickly we had about 10 distinct segments. Before our top two were buried with the other less profitable ones and we ended up leaving so much on the table.
Now we can focus on them and the results have been extraordinary. Their increased margins give us more money and since we know where to find them we are spending more to get them and our profits are shooting through the roof.”
“So your teams are handling clients, and the data on their lifetime value guides your focus… sounds like you’ve engineered yourself out of the daily grind?”
“Exactly. I used to be chained to the business, always putting out fires.
Now, I know our top clients will stick around, refer us, and keep buying because we actually understand what they value.
And our less profitable segments?
We streamlined our offers, so we’re not stretching ourselves thin trying to please everyone.”
She paused and said, “I’m free now and I don’t have to stress about the business falling apart just because I’m not at my desk every day.
“Now check out this beach house I found….”
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P.S. Join me on Tuesday, 29 October, for two exclusive Profit and Dine sessions.
We’ll uncover how to harness the lifetime value of your best customers and make smarter, more profitable marketing decisions to attract who you want and repel who you do not.
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P.P.S. I work with business owners who feel overwhelmed by the business they built and are desperate to find a way out of their dilemma—whether that’s selling, stepping back from daily operations, or simply gaining control of their lives again.
Through my Socratic Success System, we optimise cash flow, boost the value of their company, and give them the freedom they’ve been craving.
Instead of vague ideas and empty promises, they discover solutions tailored to their needs—allowing them to effortlessly implement real, lasting changes that transform their business -and lives.
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