When I hear the word “whales”, I think of Las Vegas. Weird, I know, but that’s where I first heard the word used for something other than a sea creature. In Vegas, whales are those guys who drop huge sums of money on a single hand of blackjack. They leave tips equal to a week’s pay and pony up big bucks for crazy things like a bathtub full of caviar.
Your business has a whale or two but probably not the tub of caviar kind. The average business whale is simply a customer who spends a lot more money than most of your customers and does it on a regular basis. Now, here comes the big question; can you name the whales in your business and are you giving them special treatment?