Not all revenue is created equal.
Two customers might each spend $50,000 with you, yet one could be significantly more profitable than the other.
That’s why smart businesses don’t just chase more customers. They understand which customers they serve exceptionally well, make good money from, and would happily clone.
So, who are yours?
Start with your top 10–20 customers and look beyond revenue.
Which services or products do they buy? Are they buying everything you could genuinely help them with? What does it actually cost you to service them? How much team time do they require? Have they been priced correctly? Has the original scope quietly expanded without the price following?
Then consider the things that don’t appear neatly in your accounting reports.
Do they pay on time? Are they organised? Do they communicate well? Do they trust your expertise? Are they enjoyable for your team to work with? Do they refer other great customers?
This isn’t about judging customers. It’s about understanding your ideal customer profile.
You may discover your most valuable customers aren’t necessarily your biggest. They could be the ones who value what you do, buy multiple services, allow your team to work efficiently and generate healthy margins.
Once you know what your ideal customer looks like, use that information.
Market to more businesses like them. Ask your best customers for introductions.
Review pricing where profitability is too low. Tighten your scope. Look for opportunities to provide additional services that genuinely benefit existing customers.
Financially unshakeable businesses are deliberate about who they serve and how profitably they serve them.
Don’t just ask, “How do we get more customers?”
Ask a better question:
“How do we get more of the right customers?”
That’s smarter growth.