In Prescott, AZ, small business owners know how competitive the market can be. Dozens of gyms, contractors, restaurants, and service companies fight for attention every day. But here’s the truth: the difference between a good business and a great business isn’t price, product, or even location. It’s the experience you give your customers.

A good business satisfies a need. A great business makes people feel so seen and valued that they can’t stop talking about you. That’s where the idea of “Secret Service” comes in.

The Secret Service Concept

John DiJulius, author of Secret Service, teaches that unforgettable businesses aren’t built on advertising gimmicks — they’re built on personal connection.

Secret Service is simple: gather intelligence about your customers and use it to surprise and delight them. Remember their kids’ names. Celebrate their milestones. Anticipate their needs before they ask.

When you do this consistently, customers stop viewing you as a vendor and start seeing you as a partner. And in a town like Prescott, word spreads fast when people feel they’ve been treated like family.

A Case Study: Danny at Raw Fitness

Take Danny, owner of Raw Fitness, as a case study. Instead of just selling workouts, he created a system that made members feel known from day one:

• Goal-setting meetings during the first weeks.

• Handwritten thank-you cards after someone joined.

• Tracking birthdays, milestones, and goals to celebrate progress.

• Giving public shoutouts in the gym and online.

• Rewarding referrals with genuine appreciation.

None of this required massive budgets or fancy technology. Just intentionality. The result? Clients stayed longer, told their friends, and became raving fans.

That’s the power of Secret Service in action.

4 Ways to Create Raving Fans in Your Business

Whether you’re running a Prescott plumbing company, a local marketing firm, or a family-owned restaurant on Whiskey Row, these four practices will help you create loyalty that lasts:

1. Build a client intel system.
It could be a CRM, a spreadsheet, or even index cards. The point is to track the details that matter — birthdays, preferences, goals, and milestones.

2. Script wow moments.
Don’t wait for “random” opportunities to impress. Build intentional moments into your customer journey where you go above and beyond.

3. Train your team to see what others miss.
From the front desk to the service tech, everyone should be trained to listen for small details and record them. Those notes fuel future wow moments.

4. Follow up when they don’t expect it.
A week after service, call and ask, “How’s it working for you?” That small gesture carries more weight than any ad you’ll ever buy.

The Challenge: Secret Service Outreach

Here’s my challenge to you this month:

• Pick 5 clients.

• Send each one a handwritten note thanking them for their loyalty.

• Reference one personal detail you remembered about them.

It will take you less than an hour. But for your client, it will create a story they’ll repeat to friends, family, and anyone in Prescott who needs what you offer.

Because in the end, the businesses that win aren’t just the ones with the best prices. They’re the ones that make customers feel seen, valued, and unforgettable.

⚔️ Master your business. Lead your life.

FAQ: The Secret Service of Business in Prescott, AZ

Q: What is the Secret Service concept in business?
A: It’s the idea of gathering customer details and using them to surprise and delight — like remembering birthdays, milestones, or following up after service.

Q: How can Prescott business owners create raving fans?
A: By making clients feel seen and valued. Build a simple system to track personal details, plan wow moments, and follow up when they least expect it.

Q: Why is customer experience more important than price?
A: Because in a community like Prescott, people talk. A great experience creates loyalty and referrals that advertising dollars can’t buy.

Q: What’s one easy way to start improving customer experience?
A: Try the “5-client challenge”: write five handwritten notes this week, thanking clients and referencing a personal detail you remembered.

Q: Does this apply to small businesses in Prescott?
A: Absolutely. Whether you own a gym, restaurant, plumbing company, or local shop, creating raving fans is the fastest path to loyalty and growth.