img_0442As part of my mid-life crisis, I’ve started playing guitar in a rock band. On Saturday we played our fourth gig (I can use the word “gig” now that I’m in a band) at a football club in a Nottingham suburb.

Unlike our previous gigs (see, I’ve said it again) we did not take any kind of fan base with us on Saturday – and it showed. In earlier shows we have had 20 or so family and friends in the audience, leading the applause and the dancing.

On Saturday, the crowd at the football club’s social evening had come along to meet friends, to chat and have a few drinks. They were hardly aware that a band was on at all, and most only gave us passing interest.

The reaction of the band was interesting. We started making more mistakes than usual and put less effort into some of the solos and big finishes. At the end, instead of congratulating each other and reviewing the set, we simply packed our stuff away, loaded up our cars and went our separate ways.

Businesses need committed fans; customers who are willing to lead the cheering and the dancing. They help you raise your game, as well as increasing the interest of other potential customers who may have otherwise ignored your offerings.

How many cheerleading fans does your business have, and is this number stagnant, in decline or growing? The answers to these questions are likely to be your best guide to your future success.

© Stuart Cross 2009. All rights reserved.