Not all customers are equal. Big spenders deserve your attention. Customers who come back again and again deserve your appreciation.

Ever notice how long-distance phone companies vie for your attention (and money) when trying to sell you long-distance service? Offers of free minutes and frequent flyer miles are abundant during the sales pitch. But once you say “yes” and become a customer, the rewards—and attention—come to a halt.

Is that any way to treat a customer? Of course not.

Your existing customers deserve more attention than prospects. And your very best existing customers should be treated like royalty. Reward them. Romance them.

It’s not that difficult. Little things count a lot toward service.

Here’s an example. My rural town has a small Sears store where I’ve purchased home appliances, electronic equipment and power tools. Because it’s a small store, I’ve gotten to know several of the salespeople. They recognize me. They know my name. They know I do a lot of business in their store.

Every time I make a purchase, the salespeople check to see if there are any rebates, discounts or unadvertised sales that will save me money. Sometimes I get lucky and save a few bucks. But, it’s the fact that they take the time to check that makes me feel appreciated. That’s great customer service.

Your small business can do the same. For instance, maybe it isn’t possible to provide free delivery for every customer purchase. But perhaps you can waive a delivery charge occasionally to your top customers. Or maybe you can offer it on purchases over a certain amount.

Do you get free samples in your line of business? Pass some of those on to your best customers. If you run a service business, consider giving a small discount occasionally to your most loyal clients—just for goodwill.