Give More Than the Client Expects


I remember once when I worked in an office where I had to occasionally change out the toner in our copier system. Every time I would open the new box of toner, there was a piece of candy inside along with a note reminding me to put the old toner cartridge in the box and send it back. I always thought it was pretty neat when they gave me a piece of candy for doing it. As a worker, I appreciated the thought.

A piece of penny candy is a little thing. Yet knowing that a reward is in the box when you’re going to do the task anyway, breeds a little excitement and joy. And it is absolutely a fantastic marketing ploy which helps people to remember that brand of toner.

When you give more than the client expects, it doesn’t have to be extensive or costly. Quite often it’s the little things that people remember. Especially those actions a business doesn’t need to provide; and yet, goes out of their way to do so. Something to think about might be what you could do over and above for your customers? What might they enjoy? What might help them to remember you a little bit better?

In our internet age, it feels as though there is always somebody trying to take our business. With claims to build a little bit better, a little bit cheaper, or a little bit faster, brand loyalty has to count for something, and what you are really selling is the reason to stay loyal to your brand. Clients will stay because they know you are giving them deliverables that are over and above what is needed.

I have seen people go from one company to another for as low as 25 cents more per hour. Making them more susceptible to new layoffs. They wanted fast money and forgot about brand loyalty. I have known many people to do this and then end up unemployed.

Think of your brand, think of your product, and consider your customer. What could you do to foster better brand loyalty? Nothing that breaks the bank, and nothing that would cause significant upheaval. Just something that allows the customer to think of you and brand loyalty.

Thanks for being with me today. I hope to be with you again tomorrow.

Author: Mike Balof

A retired Air Force Master Sergeant, Mike used to lay in bed at night and worry about what would happen if his plant closed or found himself without a job. One day his plant closed. Rather than panic and hysteria (OK, maybe a little) Mike found himself carried away on the adventure of his life. Mike started with the best job he ever had working at Home Depot. He spent 8 years working with job seekers at a local workforce center, helping them to find employment. He then started his own company developing courses, writing books and urging others to follow their own paths into the future. Mike holds a Master of Arts in Adult Education and Training and a Bachelor of Business Management, earned through the University of Phoenix and an AAS degree in Electronics Systems Technology from the Community College of the Air Force. Mike is a member of the Delta Mu Delta Business Honor Society.

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