There comes a point in business where you realise that trying to be all things to all people is a recipe for frustration, exhaustion, and—let’s be honest—a few choice words muttered under your breath!
We’ve all been there. You go above and beyond, pouring time, effort, and energy into every single customer. You bend over backwards, staying late, making last-minute fixes, absorbing the cost of their forgotten mistakes—because you genuinely want them to succeed and that’s what great businesses do, right?
Well, yes… and no.
The 20-60-20 Rule in Business
I had a lightbulb moment when I realised that my customers could be grouped into three categories:
🌟 The Top 20% – The Dream Clients
These are the clients who make everything worthwhile. They value what you do, appreciate your expertise, and keep coming back—not just for products or services, but because of the relationship you’ve built. These are the ones that inspire you to push beyond the realms of human expectation because they are worth it. In fact, it’s Sunday and you’re reading my newsletter, so I’m sure you must be one of the amazing 20%! 😊. We genuinely care not only about the success of each others businesses, but about each other.
💡 Example: Think about that one client who always pays on time, always thanks you for the effort you go to, refers you to others, and trusts your expertise. They make you feel like a valued business partner, not just a supplier. They even send you a message to say they enjoy your newsletters, even if they don’t like your face😒!
😐 The Middle 60% – The Transactional Clients
These customers are neither good nor bad. They come, they buy, they go. No matter how much effort you put into building a relationship, they often forget where they last ordered from and will switch suppliers without a second thought. It’s not personal—it’s just how they operate.
💡 Example: You bend over backwards to ensure they get their last-minute order, you spend time with them when they need help and support, only to find out they ordered elsewhere the next time—because that company had a 10p discount!
😡 The Bottom 20% – The Energy Vampires
Then there’s the small, but loud, minority. These are the ones who don’t just want their pound of flesh—they want the whole cow! If you make even the tiniest of mistakes, or there’s an issue, (yes, it happens), they act as if the entire event has been ruined beyond repair.
💡 Example: You supply 300 latex balloons. One pops. Instead of recognising that balloons, by their nature, can occasionally burst, they demand a refund for the entire order and leave a dramatic review, stating how their event was “completely destroyed.”
The Reality Check: You Don’t Have to Serve Everyone
For years, I thought I had to go the extra mile and win over every single client. Covid was my biggest eye opener for this, but more about that next week! The truth is:
- You can’t please everyone. And that’s okay.
- The best businesses thrive by focusing on their best clients.
- Time spent on the wrong customers is time stolen from the right ones.
Richard Branson once said, “Clients do not come first. Employees come first. If you take care of your employees, they will take care of the clients.” That’s why we no longer allow abusive customers to dictate how we operate. No one deserves to be berated for things beyond their control.
The Takeaway: Focus on the Right People
Whether you’re a balloon decorator, a retailer, or a wholesaler, the principle is the same:
✅ Give your best to those who value it.
✅ Respect your worth and expertise.
✅ Let go of clients who drain your energy.
I’d love to hear your thoughts—have you experienced these customer types? How do you handle them in your business? Reply and let me know!
Until next time, keep striving for excellence—but only for those who deserve it. 😉
