What do customers expect from you as a business owner?

The simple answer is everyone wants to be your number one client. Customers expect to receive quick, accurate attention no matter what else you may have going on. They also expect to get the best deals and inside scoop on specials.

So how do you make everyone feel like the number one client? That is a mystery I don’t think anyone can ever fully answer. The best you can do is take steps to ensure timely and personal responses.

First, prioritize your customers into A, B, C categories. While you should try to make everyone feel acknowledged, don’t let C customers suck up all your time. You can’t get blood from a stone, and there are some people who will never buy more than a certain level. Secondly, delegate as much as you can. Split up the categories amongst employees to ensure no one has all good or bad customers. Or, if you are the employee base, try to devote specific days to check in with clients.

Tier your communications. You can create a VIP e-mail or direct mail database that gives them advance notice of new products/services, sales, or blow-out specials. Keep others just in loop about new products. Also, use free resources that are available—like Gold Medal’s profit-making guides—as a thank you or an added bonus to customers who make large purchases.

Another way to make them feel special and want to come back to your business is to recommend something that will make them money and is geared specifically to their business. Plus, sometimes you just need to pick up the phone and see how they are doing. Don’t start out with a sales pitch. Just check in, then softly remind them that you look forward to talking with them soon and are there to help. Work in any facts you remember from a previous conversation like a child’s graduation, a promotion, or talk about their favorite sports team.

In the end, some customers will want more time than you can give. You may need to follow the 80/20 rule, but you should always strive to make them feel satisfied and get as much as possible from every interaction.