I've been criticized by some individuals, particularly those outside of the sales profession, for my declaring openly that “all customers are created equal, just some are more equal than others!”
Somehow it’s construed by some that I am unfairly biasing the treatment of one group of customers over another. Well, the fact that I am biased toward “certain” customers versus another group of customers is...true. I am biased; but I am not biased unfairly!
Somehow it’s construed by some that I am unfairly biasing the treatment of one group of customers over another. Well, the fact that I am biased toward “certain” customers versus another group of customers is...true. I am biased; but I am not biased unfairly!
What I am simply trying to state to small business owners, sales professionals, entrepreneurs and agents is that every customer has an economic value to your business or profession. This economic value can be prioritized or graded. In the case of the sales professional running an insurance agency, every customer, every separate account and policy generated brings unequal amounts of revenue into your business when compared to a separate and distinct "other" customer within the agency.
Therefore, I am merely stating a fact of economics when I state; "All customers are created equal, just some are more equal than others." Those customers or accounts which bring me more revenue value into the insurance agency versus another customer will get treated “differently” than those that do not bring in as much revenue value relative to my business unit. This isn’t heresy; it is just prudent business practice.
Now please understand, I am not advocating that “certain” customers get treated well and “other” customers get treated poorly. No, that is not the message. All customers deserve a good experience, respect, attention, care, professional service, and the utmost in customer service and care. That is the right way to treat anyone person and any customer; with utmost concern for their wellbeing and benefit. That's the kind of trust they place in us as trusted insurance and financial services advisors.
The message is this; with the limited time and money small business owners and agents have to dedicate to marketing efforts, the smart sales professional favors expenditure of these valuable assets on those who are most valuable to the business enterprise. It doesn’t make sense on a business level to weight precious resources in favor of customers who do not have the greater “weight” of economic benefit, or revenue, into the business.
Prioritize your customer list and accounts. Find out who the top 100, 200, 300 premium paying customers you have. Treat all customers as if they are the most important person whenever you are transacting business with them. But when marketing resources come into question or a decision has to be made at where sales dollars are spent; spend wisely...Hug your customers..and Hug your better customers...closer.
Why? Because some customers are just more equal than others”
