All customers are created equal…but some are more equal than others No, we haven’t been reading George Orwell, and yes, you should treat all customers like they’re worth their weight in gold. But you don’t have enough hours in the day for everybody and everything you have to do. Recognizing who and what is most important to your business can allow you to concentrate on the minority of customers who are responsible for the majority of your sales.When we first bought our store, we did a little exercise with our client base. We looked at how much business we were getting from our top 300 customers. We were astounded to discover they were contributing more than 30 percent of our sales. We did the same check on our top 20 customers and found they alone were worth more than 5 percent of our store’s business.Initially we found this rather scary—our success or failure was based on th