Increasing Profitability Over the years, I have made numerous mistakes, however, once I implemented this internal system and developed this strategy, it gave a huge boost tomy business. When I finally knew on a deeper level whomy ideal clients were, it allowedme to focus on those clients and to retain them long term. If you develop a sound strategy which will balance your sales portfolio, you will find you will have better sales, stronger loyalty, higher profits and clients who will stick around for years and years. Potential End Game If you choose, down the road, to sell your business, having a systemwhere you can show consistent growth, maximum engagement and sound profits will demonstrate to a potential buyer that you have a strong business strategy, and it will make your business more appealing. Final Thoughts Identify the CLV by going through the formulas outlined in this article and develop a baseline understanding. Identify and vertically segment your current base, then classify them as A-F, dump the deadwood and begin the process. Knowing the CLV will allow you to manage your clients and time, develop more balancedmarketing strategies, forecast and budget more effectively, and build the most robust, profitable business possible. Cliff Quicksell, Jr., MAS+, president of Cliff Quicksell Associates, has been an active industry volunteer serving on various PPAI committees, as a speaker and facilitator at PPAI and ASI shows, and as amember of PPAI’s Ambassadors Speakers Bureau for more than 15 years. He has also served five terms as the education chairperson for Chesapeake Promotional Products Association and is currently board president. Quicksell has also been a speaker, trainer and international consultant to companies, associations and international business groups for more than 34 years and is the recipient of numerous awards including 30 PPAI Pyramid Awards and is a five-time winner of the Printing Industry PSDA’s Peak Award for creativity and the CPPA Creativity PEAKE Award. He was PPAI’s Ambassador Speaker of the Year for six consecutive years and, in 1997, was the inaugural recipient of PPAI’s Distinguished Service Award. Counselor magazine named Quicksell one of the Top 50Most Influential People in the Promotional Products Industry. Quicksell will be inducted into the PPAI Hall of Fame in January 2022. He writes two weekly blogs, “Jumpstart Monday” and “30 Seconds to Greatness.” Reach himat cliff@quicksellspeaks.com and www.quicksellspeaks.com. PPAI: 111248 | ASI: 35375 | SAGE: 50327 | UPIC: ACCENTS | DC:101273 www.americanaccents.com 888.287.7883 PERFECT FOR... ѭ 7JXYFZWFSYX ѭ 'FWX ѭ 9WFIJ XMT\X ѭ -TYJQX ѭ FSI RTWJ Pulpboard Coasters Full color digital imprint Custom shapes available 170+ stock shapes available Made & printed in the USA White high-density pulpboard Available in 35/55/80 pt. thicknesses 50 piece minimums! Visit booth #3662 January 11-13, 2022 6¦ \RX LQ /DV 9HJDV | DECEMBER 2021 | 57 GROW
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