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What’s a customer really worth? (eye-opening insight)
Day 3 of our 7-Figure Growth Accelerator was INTENSE!
We dove deep into lead generation and the Customer Value Journey, and when I revealed I would happily spend 50,000 to acquire a single customer, several participants actually gasped out loud.
"Are you serious?" one asked. "Fifty THOUSAND dollars for ONE customer?"
"Absolutely," I replied.
"If that customer is worth 120,000 to me."
That moment perfectly captured what made Day 3 so powerful…
The Most Valuable Lesson from Day 3
If you want sustainable 7-figure growth, you need a complete SYSTEM for transforming strangers into raving fans… not just random marketing tactics.
I revealed how most entrepreneurs are hemorrhaging money because they're missing key components of the Customer Value Journey.
This hit home when I shared a personal story that nearly bankrupted me…
My Near-Disaster Story That Changed Everything
In 2017, I paused my coaching business to help run my wife's e-commerce hair business while she was on maternity leave.
We were crushing it with Facebook ads… spending 20 to acquire customers who spent 40. The business was a money-printing machine!
Then COVID hit and EVERYTHING changed.
Ad costs skyrocketed. Suddenly, we were spending 50 to acquire customers who still only spent 40.
We were losing money on every sale.
That's when I discovered the full Customer Value Journey at a marketing conference, and I realized our fatal mistake…
We had no back-end!
We were doing great at getting people aware of our brand, engaging with our content, subscribing to our list, and converting to customers…
But we were missing the crucial second half of the journey:
Exciting customers after purchase
Ascending them to higher-value offers
Getting testimonials and reviews
Creating systems for referrals
Once I implemented these missing pieces… specifically creating a digital education product called "Curl College" for 297 — everything changed.
Our economics went from losing money (50 acquisition cost for a 40 sale) to massively profitable (50 acquisition cost for a 340 lifetime value).
The Breakthroughs from the Room
The participants had some incredible realizations during this session:
F discovered he was severely underpricing his AI services. When he showed me his pricing strategy for corporate clients, I had to stop him mid-presentation.
"This is WAY too low!"
I told him. "For enterprise software solutions to hedge funds, you should be charging 10X what you're planning."
Y realized she could hit her 7-figure revenue goal with just 20 clients per quarter at 15,000 each, and with her 80% close rate on sales calls…
…She only needs to have about 40 sales conversations every three months - just 3-4 qualified calls per week!
J discovered that by turning standard citizenship investment services into a streamlined one-hour consultation, she could dramatically increase perceived value and premium position her offer.
The 50K Customer Acquisition Strategy
Near the end of the session, I shared something that made everyone's eyes widen:
"For my high-ticket $MIL-A-MONTH clients who are worth 120,000 each, I'm actually building a follow-up system where if they qualify but don't book a call, they'll get:
Immediate phone calls
Daily follow-up calls
Multiple emails
Text messages
And even a FedEx letter within 7 days”
When I mentioned I'd happily spend up to 1,000 per qualified lead on this follow-up system… and that even if I only converted 1 in 50 leads (spending 50,000 total).
I'd still make 120,000 and come out 70,000 ahead… you could have heard a pin drop.
This is high-level thinking that most entrepreneurs miss.
They're trying to save pennies on lead costs when they should be focused on LIFETIME value and conversion systems.
The Biggest Mistake Most Entrepreneurs Make
Most businesses are missing the second half of the Customer Value Journey:
They get leads.
They make sales.
...And then they start the process all over again with NEW customers
This approach is exhausting and expensive.
What I showed the group is how to create multiple "back-end" offers and systematized processes that continue generating revenue from existing customers.
The Shocking Truth About Premium Positioning
Another breakthrough came during our discussion of how to premium position your offers.
I pulled out a physical box that had been sent to me after joining a program… stuffed with high-quality physical books, workbooks, and resources.
"They call this 'shock and awe,'" I explained.
"When someone becomes a customer, you want them to be like, 'Whoa! This is WAY better than I thought!'"
I admitted that I've been missing this opportunity with my own high-ticket clients.
I need to send them substantial physical materials when they sign up… and several participants realized they should be doing the same.
The lesson?
Marketing isn't just digital.
Some of the most effective strategies happen through physical mail, in-person events, and tangible experiences.
What Are You Missing?
Take a quick inventory of your own business:
Do you have a clear plan for each of the 8 stages of the Customer Value Journey?
How much are you spending to acquire customers?
What's the lifetime value of your average customer?
Do you have a "shock and awe" experience for new customers?
Are you relying too heavily on social media and ignoring offline marketing channels?
Today was a huge wake-up call for everyone in the room.
The path to 7-figures isn't just about getting more leads… It's about maximizing the value of each customer relationship through a complete, systematic journey.
Next we're tackling sales, and I've got some controversial approaches to share that have helped my clients add zeros to their revenue.
Have a good Sunday,
Mark "The Mil-A-Month Mentor" Dhamma, MA
Trusted by 7-Figure Coaches, Course Creators, Infopreneurs & High Ticket Offer Owners to Quantum Leap Their Revenue To A Mil-A-Month.
Creator of the Mil-A-Month Coaching Method
Elevate Your Performance | Scale Your Impact | Leave a Legacy
BSc Sports Science & Physiology
MA Positive Organizational Psychology
High Performance Coach To Entrepreneurs Since 2008
Advanced NLP & Hypnotherapy Specialist
P.S. Want to experience a truly powerful identity transformation like we discussed on Day 1? Join my "Self-Image Alchemy Workshop" this Tuesday at 3pm EST. This is the critical first step in the Customer Value Journey… creating an identity that naturally attracts high-value clients.
