In business, the phrase “treat every client the same” sounds noble—but it’s also misleading. The truth? Not all clients are of equal value, and smart companies not only recognize this—they operationalize it.
If that statement feels uncomfortable, good. It means we’re getting to the heart of an important mindset shift: equity over equality in how you serve and grow your client base.
Let’s break it down—with proof from brands that thrive because they lean into this truth.
Airlines Know the Value of Tiered Clients
Have you ever boarded a flight and watched someone waltz past with priority boarding, sip on complimentary champagne, and settle into a wide leather seat while the rest of us squeeze into row 32?
That’s not favoritism. It’s tiered client strategy in action.
Airlines like Delta, United, and American don’t just sell seats—they build customer tiers based on loyalty, lifetime value, and frequency of travel. A business traveler flying weekly is not treated the same as a vacationer who books once a year—and for good reason.
High-value flyers get better seats, faster service, more perks, and dedicated customer lines—because their value to the company is higher.
Airlines understand this deeply: client value isn’t just about revenue today, it’s about long-term relationship capital.
Nordstrom: A Masterclass in Personalized Service
Nordstrom is often praised for its exceptional customer service—but not all customers are treated equally there either.
Top-tier customers (typically identified through their Nordy Club status or purchase history) often get:
- Early access to sales
- Free personal styling sessions
- Invitations to exclusive events
- Priority access to new collections
These aren’t just perks—they’re retention and relationship strategies designed to reward and retain high-value clients.
Nordstrom isn’t being elitist—they’re being strategic. The more valuable the customer, the more tailored the experience.
The Takeaway for Your Business
Whether you run a consulting firm, creative agency, accounting practice, or coaching business—the same principle applies:
👉 Not every client should receive the same level of time, access, or strategic energy.
It’s not about ignoring or disrespecting lower-tier clients. It’s about recognizing:
- Who are your most profitable clients?
- Who aligns most with your values and vision?
- Who refers others and helps you grow?
- Who drains your team vs. energizes them?
Once you know the answers, you can design your client experience accordingly—providing elevated, concierge-level service to your ideal clients, while automating or standardizing the rest.
Create Your Own Value Tiers
If it works for Nordstrom and Delta, it can work for you. Here’s how to get started:
- Audit your current client base by profitability, engagement, and fit.
- Identify your top 10–20% of clients who deliver 80% of your results.
- Design service levels or access points based on that segmentation.
- Communicate with care—this is about elevating excellence, not devaluing others.
- Invest in the relationships that move your business forward.
Final Thought
When you treat every client the same, you end up over-serving the wrong ones and under-serving your best ones. The path to scalable, sustainable success starts with this truth:
✨ Not all clients are created equal. And when you honor that, your business starts to flourish. ✨
Want help identifying your most valuable clients and designing a service model that scales?
Let’s talk. Book a Strategy Call and let’s make your business as strategic as the brands you admire.