The value of hassle-free
When a customer comes to a sales person or business owner and claims to be their "best customer", that often (though not always) means that they really aren't.
It is interesting how people value themselves as customers of commercial firms or donors to not-for-profit organizations. When comparing their spend value to the value assigned by the recipient of their spend, they are not usually at par with each other.
Some of the big spenders or donors do not ask for any special favors in return - at least not continually. Sometimes, their donations are even anonymous.
Some people who do not spend a whole lot in absolute amounts, but purchase/donate frequently, and who view their spend or donation as a a sizable amount (perhaps as a large percentage of their net worth) are in fact adding a multiple to their perceived value of their actual spend. Because they feel that they have helped so much (in terms of what they can afford), they feel justified making requests for special accomodations. There is a currency value to all these requests, which sometimes amounts to more than the dollar value of their spend.
Not every spender is worth the time spent servicing their every beck and call. But then again, every dollar counts, and beggars can't be choosers, right? Except when the hidden costs are more plainly calculated. When there is sunk cost or no/low opportunity cost, then perhaps it is worth while...at least for the time being. But now you're already in bed with them. By that time, it's a little tough to kick them out from under the warm covers!
The spenders who do not ask for anything, are given the additional value of offering a hassle-free spend. As such, their contributions are viewed as much more valuable. Every firm wants more of such customers, especially those that spend a sizable amount (for real).
It is interesting how people value themselves as customers of commercial firms or donors to not-for-profit organizations. When comparing their spend value to the value assigned by the recipient of their spend, they are not usually at par with each other.
Some of the big spenders or donors do not ask for any special favors in return - at least not continually. Sometimes, their donations are even anonymous.
Some people who do not spend a whole lot in absolute amounts, but purchase/donate frequently, and who view their spend or donation as a a sizable amount (perhaps as a large percentage of their net worth) are in fact adding a multiple to their perceived value of their actual spend. Because they feel that they have helped so much (in terms of what they can afford), they feel justified making requests for special accomodations. There is a currency value to all these requests, which sometimes amounts to more than the dollar value of their spend.
Not every spender is worth the time spent servicing their every beck and call. But then again, every dollar counts, and beggars can't be choosers, right? Except when the hidden costs are more plainly calculated. When there is sunk cost or no/low opportunity cost, then perhaps it is worth while...at least for the time being. But now you're already in bed with them. By that time, it's a little tough to kick them out from under the warm covers!
The spenders who do not ask for anything, are given the additional value of offering a hassle-free spend. As such, their contributions are viewed as much more valuable. Every firm wants more of such customers, especially those that spend a sizable amount (for real).
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