Most businesses create their best moments by accident. One thing they stumbled into and never thought to build on purpose. In this episode, Alan tells the story of Andy, a personal trainer whose gym stayed full because of referrals, while an equally skilled new trainer's clients stayed quiet. Until Andy figured out it came down to two sentences he said at the end of every session.

You'll learn the three-beat anatomy of a Turning Point:

• Anticipation

• Acknowledgment

• and After

Once you do, you can build one deliberate moment into your most common interaction and start turning satisfied customers into raving fans.

This week's Small Action: Build your After. Take the interaction you do over and over — the session, the appointment, the call — and decide one thing you want that person to leave carrying that they didn't expect. Not what you want them to buy: what you want them to feel on the drive home. Write down the sentence that would give it to them, and say it once, at the end of your very next one. That's the next piece of your Fan Plan — the plan every FanMaker builds, one small action at a time.

Resources mentioned:

- The Raving Fans Scorecard (free — 6 questions, about 2 minutes): https://attractravingfans.com/scorecard/

Next week — The Small Gestures That Create Big Raving Fans: the little, low-cost gestures that land at exactly the right moment and tell a customer you were paying attention.

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