Tweet

Business Owners What Are Your Client Acquisition Costs

Written by: Leanne Hoagland-Smith

Article Overview: Do you as a business owner know what each client costs you to acquire and maintain? Do you know why you should know this? If you answer is No or Not Sure, maybe this article may help you to grow your bottom line in 2006 and beyond.

Business Owners What Are Your Client Acquisition Costs

What does it cost you to acquire and maintain a client? During my 25 years in business, I am continually surprised that small business owners, entrepreneurs, sales personnel and even executives in larger organizations cannot quickly identify what it is costing the organization to secure new clients and to maintain existing ones. Ongoing efforts through a variety of vehicles including marketing, referrals and cold calling are never truly measured to accurately determine client acquisition costs (CAC). Without knowing CAC, you are ignoring return on your investment (ROI) for not only your fixed marketing costs, but more importantly your customer relationship management focus may be on the wrong customers.

So how do you determine client acquisition cost? Simply speaking for every client, you delineate all costs associated to initially acquiring that client outside of fixed asset costs such as utilities, rent, equipment, support salaries, etc. This becomes the initial customer acquisition cost and serves as a base.

Then you total up all the sales for the most recent year or quarter, if you prefer, along with the gross profit (total sales less costs of direct products and services). Also in a separate column, total up any new client acquisition costs. New client acquisition costs include sales personnel salaries and all those expenses associated with customer relationship management or CRM. Then add initial client acquisition costs to any new client acquisitions costs and subtract the gross profit from this total. The resulting sum whether positive or negative is your current return on investment in dollars.

Now you have established your baseline for return on investment. Next keep track of all referrals from each client including the gross profit as well as gross sales. What you will see that in many cases, a client may have a substantial negative return on investment especially if you are trying to get your foot in the door or make a name for your company. However as sales and referrals grow that negative return on investment should turnaround and become a positive one.

The real purpose of this article and activity is for you as an entrepreneur, executive or small business owner to begin to measure and then manage your ever growing customer base. Without knowing your CAC, you could be investing thousands of dollars in clients who have low return on investment and potentially ignoring those clients whose value was unknown. And in some cases, you may need to fire a client because the additional CAC is draining your bottom line. Again taking from a very old adage, if you can’t measure it, you can’t manage it.

Copyright 2006(c) Leanne Hoagland-Smith, MS

This article may be freely published. Permission to publish this article, electronically or in print, as long as the bylines are included, with a live link, and the article is not changed in any way (grammatical corrections accepted).

Related Articles
  Business How to Determine Client Acquisition Costs More Importantly Why Should You Know
  Are You One of Those Coaches Who Engage in Overkill?
  Why Consider a Merger or Acquisition?
  Should My Company Lease Or Buy Long Term Assets?
  Don't Struggle for Years, Buy a Professional Practice and Jumpstart Your Growth

Article Tags:



Related Forum Posts
A ton of Great Women - You might want to profile Teresa Cascioli of LakePort Brewery. She has an amazing story! I met her at at the celebratory luncheon for the Profit/Chatelaine Top 100 Women Business Owners. The Top 100 list is also a great resource for inspirational stories of Women Entrepreneurs.
My entry - 1. The Best Business Books Ever: The 100 Most Influential Business Books You'll Never Have Time to Read - this is a fascinating book about the history of Business theory, and I'd recommend it to anybody. 2. The Big Book of Small Business: You Don't Have to Run Your Business by the Seat of Your Pants, by Tom Gegax. Ditto. 3. PADI: The Business of Diving Book Okay, so this book won't be of use to anyone who doesn't want to start a scuba store, but I did, and this book was of course invaluable to me in reaching that goal.
Artist vs Biz Owner - I think there is a fine line between "artists" and "business owners". Artists begin with their passion and self expression and try to find a market for it. e.g. I like painting flowers and I think people out there like flowers too so that is what I am going to sell. This is where hard-selling starts and the starving-artist persona. Business Owners (who can be artists too) first find out wants and needs in the market and deliver that. e.g. Ashley may have noticed that MySpace had some real yukky backgrounds and thought I can do better - then filled that need. would love if Ashley were on this site too...
Young Entrepreneur - I'm fifteen and last year, when I was fourteen I owned a motor sports marketing company. So yes, I do feel last year I was a "Young CEO." This year I'm getting more involved in investing. I assume I am now a "young investor." And for everyone's reference, there are four types of people in this world: 1.)The Employed 2.) The Self Employed 3.) Business Owners 4.) Investors The difference between the self employed and business owners is that business owners can leave their company for one year and come back and find that it is more profitable than when he/she left. A self employed person is like a Doctor or Dentist.
Patent Walk-Through - Hello everyone! My name is Alex, I'm 18 years old and I'm constantly drawing up new ideas and inventing stuff. I sketch stuff down everywhere I go and on anything I can write on. I'm a big member of our local Future Business Leaders of America chapter (FBLA). In the future I hope to work my way up to being a Venture Capitalist. I think of myself as a pretty creative person who is very motivated. Some of the ideas and inventions I come up with are pretty far out but others I consider marketable and to have great potential. Being 18, I have little to no connections and no resources. I've been surfing this site pretty frequently for the last year and have finally decided to join the forum group. Anyway, here's my question... Basically, I have no idea how to get a patent together the costs and the overall process. As of now, I think I have a great idea that, as far as I know has not, ever been done before. I'm really excited about this idea. I'm a total novice at this and am willing to learn all that I can. Any information that you can provide me with would be great. Again the main things I want to know are: 1.Overall Process. 2.How Long It Takes. 3.Costs. 4.Anything That You Think I Should Know. 5.Tips/Experiences. 6.Confidentiality. 7.Must I Make A Physical Model of My Idea? Thanks guys! -Alex


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Setting Goals for your Home Based Business

THE “SECRET RECIPES” OF LEADERSHIP

Civility in the Workplace---Is it Decreasing?

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.