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The concept of internal equity in Customer Relationship Management is often neglected by companies in Burkina Faso, what causes a reduction in term of profitability. Equity and ethical practices in marketing are essential to the survival of Burkina companies especially in the context of globalization where values of fair trade are promoted and where competition is fierce. This research focuses on the contribution that fair business practices from business to customers bring in term of companies' performance in developing countries. Data collection was performed with a questionnaire addressed to customers of two Small and Medium Enterprises (SMEs) and one Very Small Enterprise (VSE) in Burkina. Quantitative data is processed using Sphinx IQ and SPSS. The results confirm that companies in which internal equity degree is high, the sales growth is increasing due to satisfaction and repurchase.