8. The "Lifetime Value" (Why you should lose money on the first repair)
The Nightmare: You treat every call like a one-off transaction. You argue with a client over a $50 fee. You "win" the argument, but they never call you again. You spend all your energy hunting for new customers because you keep losing the old ones.
The Dream: You view a client not as a "$200 repair" but as a "$50,000 relationship." You happily fix a small issue for free because you know they will buy a new kitchen from you in 3 years.
The Concept: LTV (Lifetime Value) is the total cash a customer gives you over 10 years.
- Bad Math: "I lost $50 on this service call."
- Good Math: "I paid $50 to secure a client who will pay me $5,000/year for the next decade.".
The Strategy: The most expensive thing in business is getting a new customer (CAC). The cheapest thing is keeping an existing one.
What breaks without it: Growth. You are filling a bucket with holes in the bottom.
Your Turn: Who is your best client? How long have they been with you? Estimate how much they have paid you in total since day 1. 👇
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8. The "Lifetime Value" (Why you should lose money on the first repair)
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