If a company is not improving or at least taking steps to improve, it will fall behind. Every market is shifting and adapting, especially in today’s world, but the concept of staying ahead is by no means new. So, if the question is not, “Do we need to improve,” then it’s, “How do we improve?” Should you continually reach out to your best customers and try to squeeze even more from them? This idea falls in line with the well-known Pareto principle, which explains that, generally, the top 20 percent of performers produce 80 percent of the performance or sales. According to this theory, the remaining 80 percent of customers or salespeople contribute only 20 percent of revenue even though they make up the great majority of customers you do business with. Thus, it would seem logical to believe that the people responsible for your best business could eke out a bit more for you.