Small Gestures, Big Impact
I’ve been super excited to share this story with you. It’s funny how the small things can leave the biggest impact. I just can’t tell you how ridiculously excited I was about a recent encounter with a basket of chips and cheese at a local restaurant.
Now, was this an amazing restaurant? Absolutely not.
Were the ingredients fresh and meticulously crafted? Not even close.
Was it the best chips and queso I’ve ever tasted? Nope.
So what was so special about this particular chips and queso that I felt compelled to write to you about it?
Well, let me give you a bit of backstory.
Loyal Customers – The Mighty Peanuts
I’ve been playing on a softball team for over a decade now. We call ourselves The Mighty Peanuts. A playful nod to the famous Charlie Brown cartoon. Picture this: yellow jerseys with the iconic black zigzag stripe. We get a good chuckle every time we take the field.
Recently, we hit a milestone…our 400th game as a team. And after every single game, we’ve made it a tradition to unwind at a local spot, rehashing our tales of triumph or defeat over a cold drink. Even beyond game nights, we’re there regularly, catching the latest game or just hanging out on a random Thursday.
Out of the countless times we’ve gathered together, over 500 easily, 50% or more of these events have been at a single establishment. We estimate our collective crew spends between $25K and $40K a year at this place…a pretty decent chunk of change for a group of friends.
We have several reasons frequenting this particular establishment. The service was just a bit better, most of the staff remembers our usual orders, and they’d stop by to say hello, even if they weren’t our server that night. The ambiance was a little cozier, the prices slightly more reasonable. But honestly, those things alone wouldn’t have entirely locked us in if a shiny new place had opened up.
But then something happened that changed everything.
One night, after our game, the manager strolled by, casually set down a basket of chips and queso, and said, “I see you guys in here all the time. This one’s on the house.” And just like that, he walked off, no big fuss.
But to say I was excited is an understatement. Did that really just happen?
For years, we’ve joked about how nice it would be if, just once, someone acknowledged our loyalty with a small token of appreciation,something as simple as chips and queso. It’s a gesture that costs the business maybe $1-$2. How hard could it be? Yet, up until that moment, it had never happened. It baffled every business bone in my body.
But now, I can tell you this: unless something drastically changes, we’re not going anywhere else. Decent food, a welcoming atmosphere, fair prices, good service—AND we feel appreciated. It’s a no-brainer.
And that’s why this was the best chips and queso I’ve ever had.
Who Needs Chips and Queso?
In your quest to grow your business, it’s easy to take for granted the clients who’ve been with you for the long haul. The ones with whom you have a solid relationship, who pay their bills on time, and for whom the results at least meet expectations with relative ease.
As an agency owner, with a thousand things demanding your attention, it’s tempting to let the smooth-running relationships continue without much extra thought.
But here’s a question: which of your clients could use a little extra attention, like the attention we received? Who needs a metaphorical basket of chips and queso to feel valued?
Who deserves a significant show of appreciation for their loyalty and the quality of the relationship you’ve built together over the years?
I promise you, an unexpected gesture of appreciation, whether big or small, is priceless. In times when new clients aren’t knocking on your door as often as they used to, we must ensure we keep the ones we have. Don’t wait. Don’t overthink it.
Take action now,you won’t regret it. And when you do, drop me a line. I’d love to hear your own chips and queso story.
Sincerely,
Russel
Hi, I’m Russel, I’m a business coach that specifically focuses on digital marketing agencies to create their most ideal business by helping them attract better clients and build scalable systems, processes, and training to create their most ideal agency. Ready to take your agency to the next level? Schedule an introductory call to discuss how I can help you create your ideal agency.
