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This article originally appeared in Inc. on January 16, 2018

Every company says customers are important. This is exponentially more true for superconsumers, the top 10 percent of customers that drive 30-70 percent of category sales and 99 percent of insights for how to grow. Conversations with customers might lead to a helpful customer review or at least some helpful feedback for how to improve. You can test drive tactics, like raising prices without angering your customers.

The challenge is this is often just lip service versus real action. Too many leaders treat it like ‘eating your vegetables’, but some of the best leaders and entrepreneurs I know see talking to customers the right way, which is dessert. They always look forward to it, have it every day and ask for seconds if they can. Here are a few tips from successful leaders who make this a regular practice.

Meet a superconsumer on every business trip.


To read more of this article, please visit Inc. 


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