Chapter 2: Your Customer

Who are your best customers? Are they the ones who spend the most money on your products and services each year? Certainly that's important, but that's only part of it. Your best customers are also those who regularly tell others about your business, are the most enjoyable to do business with, and have the greatest potential for future business.

You could probably name your 10 best customers easily, but could you go out and find 10 more just like them? Your answer will depend on the depth of your understanding of who they are.