How to Become a Preferred Business

And then you think, what if that cashier, while he or she is processing the groceries, said, uh, hey, what you got planned for the weekend? Well, what are you going to not answer that question? Of course you're going to answer the question. But as you're answering that question, oh, you know, the kids have a soccer game, then after that, you know, we're going to go to the pool. If you react to what they're saying, oh, that's so fun, I love that. Oh yeah, but take me with you. Whatever that is, now it's Personal. The person knows you heard and reacted to them. That feels— that reeks of community. That reeks of small town. That reeks of me making a little effort to do what you didn't expect and make what's ordinarily a really dull, predictable experience a little bit more personable. And at the end of the day, how much effort did that take? Yeah. What did that cost? Well, it didn't cost anything, but the person remembers it. And if it keeps happening, Time and again when they're in the store or they're in the store with their kids. Well, now you've just become the preferred market, the preferred business.