Does Your Business Pass The ABBA Test?

He’s back! After a few weeks in Spain (lovely, apparently — great food, great culture, great weather), our resident business coach Simon returned to the Phil In The Morning studio this week with something a little different up his sleeve: the ABBA test.

Yes, that ABBA. Specifically their 1979 hit Gimme! Gimme! Gimme! (A Man After Midnight) — though Simon’s version has nothing to do with what happens after midnight and everything to do with how customers decide where to spend their money.

The song popped into his head while coaching a client — “gimme reasons to do this, gimme reasons to do that” — and the three gimmes fell into place from there.

Gimme #1: Gimme a reason to come to your business for the first time

Here’s an uncomfortable truth Simon shared: we all think everyone knows about our business. They don’t. And with social media noisier and more crowded than ever, simply posting a couple of times and hoping for the best won’t cut it.

Simon says two things matter here. First, your positioning — are you the cheapest, the best, the most different? If you’re just one of many, even brilliant marketing struggles. Second, social proof: fresh, good-quality reviews coming through regularly, and good old-fashioned word of mouth.

His example was close to home. A new wine bar opened in Lymm recently, just yards from his door. He’d seen enticing photos on social media, and friends who’d been spoke highly of it — and said it was different from what’s already on offer.

That combination gave him a reason to walk through the door. Social proof plus strong marketing. Simple as that.

The flip side?  I went, I wouldn’t bother travels fast. Bad news always does.

Gimme #2: Gimme a reason to stay longer and spend more

Getting someone through the door is the hard part — so make the most of it once they’re in. The product has to be right, of course: the decor, the service, the food if you’re a restaurant. But Simon’s bigger point is about feelings. When you leave a coffee shop, a bar, a restaurant — how did it make you feel? Because feelings drive repeat business.

And then there’s the bit so many businesses shy away from: asking. Upselling and cross-selling, done the right way, isn’t pushy — it’s attentive.

Topping up a drink before the glass is empty. Recommending the dessert of the day made from scratch with local ingredients, rather than flinging a menu at the table. As Phil pointed out, sometimes being asked “what else can I do for you?” is so rare it makes your day.

And whether someone’s your first customer of the day or your last, the experience should be exactly the same. That one’s just good management.

Gimme #3: Gimme a reason to come back for the second and third visit

It’s far cheaper to look after existing customers than to find new ones — and research suggests that once someone has visited two or three times, you’ve become their go-to. Front of mind. But complacency is the killer: set a high bar and you have to keep clearing it.

Simon’s tips? Make the experience so good people are eager to return. Ask them back — “can I book you in for next time?” costs nothing. And consider a small, creative offer with the bill: a glass of wine on the house next visit is really an invitation to return.

It’s not about the amount; it’s about feeling special. Like when your coffee shop asks, “the usual?” — a million dollars, that.

Get all three gimmes right and the whole thing becomes beautifully cyclical: great experiences create raving fans, and raving fans bring you your next first-time customers.

Simon’s back soon to talk about doing offers properly — because a lazy 20% off just doesn’t cut it anymore. Catch Phil In The Morning, weekdays from 10am on Cheshire’s MIX56.

• Simon can be reached at The Business Hub