The True Value of Sticky Customers

Sticky Customers - Selling a Business in a Declining Industry

The True Value of Sticky Customers

Can you exit your business if you’re in a declining industry?

The answers – according to CJ Whelan, who co-founded Adigo, a teleconferencing business, is yes — on one condition: you must have sticky customers.

In the absence of an innovative product, acquirers may still buy your business if you can prove you have a loyal customer base that is likely to keep buying years into the future. Adigo enjoyed churn rates of less than 5% per year, so easily attracted three competing offers.

In this episode, you’ll learn:

  • Why happy customers could be your most strategic asset
  • What churn is and how it impacts your value
  • The one thing that makes a business attractive to multiple buyers

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