14 Questions You Should Ask Yourself About Your Best Customers

Who are your best (five, ten, 100) customers?

• Ranked by overall sales year-to-date
• Ranked by number of transactions
• Ranked by number of referrals
• Ranked by product line
• Ranked by (you fill in the blank here)

Why do they like doing business with you?

How could you use the qualities they like about you to attract more customers?

What kind of feedback could they give you to help you increase their loyalty to you?

How do you treat them differently from the rest of your customers?

Being careful not to violate any ethics policies they have, when was the last time you did something special for them?

When was the last time a senior employee or owner paid them a personal visit?

When was the last time they were thanked for giving you their business? (Retailers: when was the last time you came out from behind the counter and thanked them not just for this purchase but for all of the business they’ve brought you?)

Is there a reason why a top customer in one of your product lines isn’t a top customer in another?

Have you asked them for referrals lately?

Have you asked them if there is a way you could improve the product or service they use?

What other needs do they have that you can meet?

Will you take this list and tailor it to fit your business?

How often will you ask these questions?