11.  Your largest customers are not your best customers.

Or, to be truly accurate, probably not.  Often, large volume customers tend to demand lower prices, i.e. lower profit, while at the same time demanding extra, costly hand-holding efforts.  However, at the same time large customers often cover overhead costs enabling companies to gather profits in low volume sales.  Where companies run into problem is their balance between the two.  The term "best customers" is also a dangerous designation because too often there is no definitive criteria for the word "best."  As part of your own company profile, you should have your own top 10 lists, but "best" should not be part of the profile.  Highest volume, highest profit, lowest maintenance, etc. should be form the basis of your lists, instead.

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