Today I want to talk about what a customer is worth because I think all too often business owners look at what a customer's spending today and see that as the only value of that customer. But if you're in a business where customers come back time and time again, you need to look at the total picture, the long term value of that customer.

If that customer stays with you three or five years, there is additional sales revenue with out the sales expense, but there is more.   When a customer really knows and loves you, they are more likely to be willing to talk about you to their friends and their families This goodwill has the potential to create multiple new opportunities.

So as you start thinking about how much you can afford to spend, to generate leads  you need to think about what that customer is really worth to your business.