Sitting at my favourite café in town, I’ll usually see a familiar face.
Maybe on the table opposite, having their breakfast, or grabbing a coffee before work.
Of course, it makes sense – we’re regulars. We come here all the time.
It turns out that a café doesn’t need hundreds of new faces each day, they just need to delight a group of us so we want to come back again. Soon, it becomes familiar. The café almost becomes part of who we are, and in turn, they have a thriving business of repeat customers.
A lot of times, it’s tempting to focus on chasing leads and sales, to get more traction, and more new attention from prospects in a noisy marketplace.
But it pays to remember, just like the café, if you commit to delighting the people you already serve, you may find you don’t need to chase.
When you become indispensable to a core group, you’ve already gone a long way in building a business that lasts.
