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The value of customer relationships runs much deeper than a good product or service. Often we receive many great questions and comments from the readers of our Inc.com column

How one company re-incentivized its sale force to pursue high-value customers. All customers are not equal

Take the time to discover which customers add the most value to your business. The CEO of one of our clients , a public company that provides credit card processing services to merchants, had a problem: The company had consistently delivered revenue growth rates better than most of its competitors, but its price-earnings multiple was lower than those companies.

Which customers should you be rolling out the red carpet for? Follow these three steps to identify the customers and prospects worth nurturing

By focusing efforts on your best customers, you can increase customer value and grow your business.

Understanding customer value is by far the most important factor when looking for ways to grow your business. We’re finance guys at heart , but we’ve learned that metrics such as operating profits, EBITDA, and revenue growth can only approximate the real performance driver of your business: customer value

Put yourself in the mind of the customer: give them what they want and don't make them pay for it...right away.