The Basic Sales Process:
Customer Acquisition Cost
• CAC is the amount of money a business needs to
spend to acquire an additional customers.
• Typically expressed as a ratio, which is the sum of
total costs of sales, marketing and associated
overheads, divided by the number of acquired
customers during a given period of time.
1. Customers do not buy products or services,
they buy a value proposition.
2. Such value proposition is the product of a
specific market need.
3. A value proposition is an advantage which
the customer purchases in terms of quality,
price or time.
4. Accurate sales forecasting implies an
understanding of the relationship between
customer behaviour and sales capability.
5. That the primary task of sales is to acquire
customers through negotiating a customer
6. Accurate customer assessment leads to
7. That customer retention (farming) is less
energy intensive than customer acquisition
8. In sales a moment of truth is the point at which
the prospective customer decides to buy or