There’s a key law of success that goes back as far as man can remember.
It’s such a powerful concept that it has been incorporated into the teachings of many world religions.
Some people call it ‘Karma’, other people know it as ‘The Golden Rule’, and others just call it ‘Common Sense’.
This ancient and well known law of success simply states that the more you give the more you get.
How does that apply in business? Simple.
The better you treat your customers the better they will treat you, the more likely they will be to refer you to others, and the more likely it will be that THEY will work to keep YOU as their provider.
Think about it. Take this restaurant situation for example:
-If you go to a restaurant and the staff goes out of their way to provide you excellent service and serve an excellent meal, how likely is it that you are going to return?
-How likely is it that you are going to tell a friend how great the meal was?
-How likely is it that you would be willing to pay a couple of extra dollars next time to get the same delicious food and the same level of service?
It’s easy to think about business solely in terms of numbers.
After all when we started our businesses it was the dream of a large bank account, fancy cars, and financial stability that gave us our early motivation.
But any salesperson worth his salt will tell you that businesses are built on relationships and not numbers.
It doesn’t matter if you have the greatest product in the world if you treat your customers like second class citizens.
No matter what line you are in, you rely on someone to give you money and people are far more likely to give money to someone they trust and are comfortable with.
Trust can only be built by delivering a quality product on time and for the expected price. Another word for this is ‘value’.
Note that I didn’t say cheapest price!
People are willing to pay a premium for better service and there is no shame in charging for it.
But if you are going to charge someone an extra $5.00 because you offer the best support in the industry, you better be willing and able to deliver on that promise.
It may seem like you are wasting time when you send out notes to your clients just to give them some free info, wish them a happy birthday, or forward an article you think they may be interested in but it is not a waste at all.
The more genuine human contact you give to your customers the more they will think of you as an associate and not just as a nameless service provider.
These little “time wasters” can result in big profits down the road, it’s just hard to recognize that when you are starting out.
So do something extra for your next customer. Go out of your way to give them more than they are expecting.
It’s all about over-delivering on value…and any marketer or business owner will testament to the power of over-delivering.
You don’t have to go overboard, of course. Just go the extra mile and make them feel like they are your most important customer because the reality is that EVERY customer is your most important one. In the long run, the payoffs can be huge.
Stu ‘Sensei’ Stirling
p.s. If you have any stories of where exceptional service or someone going the extra mile turned into bigger sales, either for you or from you, let us know!