Here’s a bit of role play for you – imagine you run a convenience store. One of your customers fills their basket and walks up to the till. You run the items through the till and tell them how much it’s going to costs. But instead of getting their credit card out, they just walk out of the shop and leave their shopping behind. Now tell me – wouldn’t you be a little curious as to why that customer hadn’t paid for the items they’d spent so much time loading …

High spending customers take time, creativity and focus to reel in, but the rewards far outweigh the efforts.
 
I mentioned in my recent post on marketing segmentation and targeting that as long as a segment was profitable, it didn’t necessarily need to be substantial. Hence, a marketing segment can be as small as one.
 
I’ve worked right at the top end of travel & tourism and I’ve seen this phenomena plenty of times – the client who spends £100,000+ every year.  These clients are like rare diamonds to be polished and cherished. …