You know that feeling when a client sends you the kindest email or recommends you without being asked? Those are the golden moments. The “you’re doing something right” kind of moments. And more often than not, they come from the same amazing people – your VIPs.
Sure, all customers matter. But let’s be real: some clients support your business in ways that go far beyond a single transaction. They come back, they refer others, they sing your praises and they make running your business feel a whole lot more rewarding.
Instead of treating everyone exactly the same, what if you gave a little extra love to those MVPs who already get what you do? A small gesture can go a long way.
Let’s talk about how to find your VIPs and how to keep them coming back for more.
Why VIP Customers Deserve Extra Love
How they impact your business success
VIP customers aren’t just your biggest spenders – they’re often your biggest cheerleaders, too. They drive repeat sales, refer others, and tend to stick around through the ups and downs. In fact, studies have shown that repeat customers spend more over time and are far more likely to refer others. Here’s a helpful breakdown from HubSpot.
The case for treating them differently
Here’s the thing: when someone’s shown that much loyalty, it’s only natural to treat them with a little extra care. Recognizing and appreciating your VIPs creates a ripple effect:
- They feel seen and valued
- They’re more likely to continue supporting your business
- They spread the word even more enthusiastically
It doesn’t have to be fancy or expensive. Just intentional.
How to Identify Your Most Valuable Customers
Your VIP customer nurturing plan starts with one question: who are they, really?
Look at spending, loyalty, and referrals
Start by digging into your data:
- Who has the highest total spend?
- Who buys most frequently?
- Who refers others?
It’s not always about money. Sometimes loyalty and advocacy are even more valuable.
Use customer data to find patterns
You might start to notice that certain clients:
- Always reply to your emails
- Regularly engage with your social media
- Leave thoughtful reviews or testimonials
That’s a sign. These folks care about what you do.
Create your own VIP list (top 10–20%)
Once you’ve identified these patterns, make it official. Create a simple list of your top 10–20% of customers. You can do this quarterly or twice a year, whatever feels manageable. Even a list of 5 names is a great place to start.
5 Ways to Nurture and Delight Your VIPs
Give Them Early Access
Want to make your VIPs feel extra special? Let them in early.
Whether it’s a new offer, product, or content – send them a preview before anyone else sees it. Not only does this make them feel appreciated, it also gives you a trusted group to collect early feedback.
Bonus? It builds anticipation and often leads to buzz when you launch publicly.
Ask for and Implement Their Feedback
VIPs are your business besties. They have valuable insight – and they want to help you improve.
- Run a quick survey or feedback call
- Ask what they love, what could be better, and what they want next
- Actually use their suggestions and thank them publicly or privately
This makes them feel like a real part of your growth.
Create Exclusive Discounts
Everyone loves a little reward, right?
Try offering a special deal just for your VIPs:
- A unique discount code
- Free shipping or an extra bonus with purchase
- A “thank you” gift now and then
This isn’t about bribing loyalty. It’s about acknowledging it.
Offer a Priority Service
Imagine this: your VIP sends a message and gets bumped to the front of the queue.
You can:
- Create a dedicated support channel
- Offer faster response or delivery times
- Provide one-on-one check-ins just for them
Even small tweaks can make them feel like royalty.
Remember the Small Things
This one’s my favorite.
Jot down a few personal notes in your CRM or planner:
- Birthdays or business anniversaries
- Favorite products or services
- Personal wins they’ve shared
Send a quick note, a discount, or a “just thinking of you” message. These tiny touches go way further than a generic email blast.
Final Thoughts: It’s the Little Things That Stick
You don’t need a fancy automation or a huge budget to show appreciation. Real loyalty is built on care, attention, and consistency.
Start small. Pick one person from your VIP list today and send a thank-you note. Or a discount code. Or just a DM that says, “You’ve been such a wonderful client and I appreciate you so much.”
You’ll be amazed what happens when people feel truly seen.
Need help figuring out how to streamline your client experience or make your website more VIP-friendly? Let’s talk.
