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Maintenance Agreements | Benjamin Middleton | Goodman Global Group | Customer Lifetime Value | Week 8

Garima October 23, 2020

Benjamin Middleton

Benjamin Middleton is currently the national sales training manager for Goodman and Amana. Ben has always been in the business of training manufacturers, distributors and contractors within the HVAC industry. His vast training, knowledge and experience in an industry that is extremely hard to conquer has assisted in creating a brand that is unstoppable. Benjamin has worked with Jennifer Bagley and her team at CI Web Group in order to provide a holistic approach to business and marketing. 


All customers are important but some customers are more important than others. Explorers are customers who are are engaged with your company and are looking for more things to purchase from you. Ensure your brand stands out and that customers know it is you at first glance. Customer acquisition is an important factor to focus on. What customers do you want to acquire? Understanding your customer lifetime value will help you determine what fees you can waiver but still stay in the positive. Either expand your geographical area or expand the categories of customers you want to acquire.