Tip 11: Remember their love for peanut butter

You don’t have to remind your friends what your favorite drink is or that you’re allergic to avocados. You don’t even have to tell them you’re addicted to peanut butter. They just know. Because they paid attention to what you did and said as you spent time together. They noticed when you went through that jar of peanut butter in a week. You should pay similar attention to, and remember your customers’ preferences. They’ll appreciate it more than you think.


  1. While waiting for a chai latte in Starbucks one morning, I heard one of the baristas say, “Hey Jason, do you want your usual?” I looked over at the man who had just walked into the shop. He commented, “Sure,” and started paying for his order. He was clearly a regular and I can totally see why. The team at the shop remembered his name, and proactively acted on his preferences to make things more convenient for him.
  2. While attending a conference in Denver, I ate at the restaurant connected to the hotel I was staying in. The first time I came in for lunch, the waitress helped me find something yummy to eat that would work with my dietary restrictions. When I came back the next day for dinner, that same lovely waitress was there, and asked if I wanted to have the same thing. She also pointed out some other options that might work on the dinner menu. The waitress remembered that my tummy can be a bit sensitive, and without prompting worked to help make me and my hungry tummy happy. I was delighted. I once again left her a big tip, and came back and sat at her table for lunch the next day.


  1. Let your customers know they are in good hands with you by demonstrating you are aware of their unique needs and quirks. As you are engaging with them (and especially while you’re serving them), check-in by verifying preferences you’ve previously observed they have.
  2. Be proactive in making your customers’ experience a delightful one, by acting upon their preferences without them having to ask.

Application for your business

  1. Write down 2 ways you can notice and remember your customers’ preferences.
  2. Brainstorm 2 ways you can proactively act on your customers’ preferences in a manner that makes life a little easier for them.

Previous tips

  1. Act like you want your customers to stick around
  2. See your customers as individuals
  3. Use the sweetest sound in any language
  4. Remember your customers’ names
  5. Pay attention to your customers
  6. Engage your customers
  7. Get to know your customers
  8. Listen to your customers
  9. Don’t let your customers hear the sound of crickets
  10. Get feedback from your customers