“Nooooorm!” If you ever watched the show Cheers, everybody knew his name. That’s because Norm’s character frequented the same bar every night with unwavering dedication and loyalty. (Fun fact: He appeared in every single episode of the sitcom.) But Norm was more than a regular beer drinker; he represented the ideal type of customer for the show’s bar. No, not thirsty. Loyal.

You probably remember what Norm looked like. And similarly, you know many of your own loyal customers by name. Finding customers like these should be one of your main goals as a local business owner. But what do these loyal customers really look like, and how can you spot them? We took the time to break it down for you.

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