Think like Santa - How to create lifelong customers
Short-term thinking says you’re losing business, but long-term thinking says you’re building loyalty. And loyalty always wins.
This week, I found myself watching Miracle on 34th Street and yes, I know it’s far too early!
But there’s a scene where the Santa at Coles, the absolutely perfect Richard Attenborough, does something surprising to a customer and it stayed with me.
When Cole’s doesn’t have the gift they are looking for, he tells customers where they can find it, even if this means they go to another store.
At first, it seems like bad business. Why send them elsewhere? But when a customer says she’ll stay loyal to Cole’s forever because they helped her, even when it didn’t benefit them directly, suddenly, it all makes sense.
It reminded me of running our hotel. When we were fully booked, if somebody arrived looking for a room, I didn’t just turn them away. I’d invite them in for tea and a slice of Brian’s wonderful Carrot Cake and find them a room somewhere else. Once I’d found one, I’d arrange a taxi to take them there.
We didn’t charge for the tea or cake. It wasn’t about making money in the moment. It was about helping people have a good experience, even if it wasn’t with us.
What happened?
Brian’s Homemade Scones 😍
They never forgot about us, not just for the help, but for how we made them feel (the cake was that good!). Many would book with us for the next year before their trip had even ended.
The other hotel remembered the gesture and would always do the same for us, sending people our way when they were fully booked.
Short-term thinking says you’re losing business, but long-term thinking says you’re building loyalty.
And loyalty always wins.
Here’s how to build that kind of loyalty into your brand:
1) Think Beyond the Transaction
Helping someone today, even if it doesn’t bring immediate returns, creates trust they won’t forget.
2) Create a Memorable Experience
People don’t remember what you sold them, they remember how you made them feel.
3) Play the Long Game
Loyalty takes time, but it pays you back many times over. Relationships last longer than quick wins.
When you focus on helping, not just selling, you build something bigger than a sale. You build trust. And trust is what turns customers into lifelong fans.
Do you agree? Have you had a fantastic experience with a brand or business that made you want to return?