Not All Customers Are Kings

I’m not sure if you’ve read Animal Farm by George Orwell. It was one of those books we were forced to read in secondary school.

It’s a book about overworked animals that overtook the farm and their masters. The animals formed a government and created 7 commandments to rule them all.

The 7th commandment was, “All animals are equal”. But behind the scenes, the leaders had changed it to, “All animals are equal but some are more equal than others.”

In order words, the elite animals are more equal than others. They get special treatment.

Your best customers are the elite. Even though we say the customer is king, you shouldn’t treat all kings the same. If you do, then there is nothing special about them.

Besides, let’s be honest, some customers are straight from hell. They try to bargain at ridiculous prices then request so many custom changes to the product/service, and demand special treatment.

Only your best customers deserve special treatments. Give them something that is of little value (or cost) to you but of great value to them.

Planning on shipping a product to them? Include a hand-written thank you note.
Offering them a service? Provide a little complimentary service they did not request.

Always beat their expectations.

Remember, they are the 20% that generate 80% of your sales. That’s why they are your best customers.

So before I go, here is a commandment you should consider adopting as you build your business empire:

All customers are equal. But some are more equal than others.

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