Letter 17: Become the Chick-Fil-A of Client Acquisition

There are two ways to raise your conversion rate:

1. Create a better experience

2. Make it more convenient

Look at Chick-fil-A. Founded by S. Truett Cathy in 1946, what started as a small diner in Georgia has grown to over 2,600 locations.

How? They understand the two key aspects of customer acquisition and retention.

They don’t just sell chicken—they create loyalty. Their team is trained to give top-tier service, whether it’s taking orders outside in the drive-thru or saying “My pleasure” to every customer. That small effort makes a huge difference.

Then, they double down on convenience. Instead of hoping customers will drive across town, they build more locations near them. There’s no excuse not to hit the drive-thru while out running errands.

How this applies to your business:

1. Dial in the customer experience. At every milestone, ask: “How can I build trust and make them feel warm and fuzzy?”

2. Make the process easier. Instead of leaving a voicemail, or waiting for customers to call, send a quick text. Instead of hoping they find you, show up where they are (in their inbox with value). Anything that makes their lives easier is worth a look.

Ask yourself:

• Are you easy to find?

• Are your systems simple for customers to use?

• What is your overall sales cycle, and do you engage them through that entire process?

Great service + convenience = more customers, more referrals, and more deals closed.

The best businesses don’t just get customers—they create raving fans.

Cody Stevens