Letting Your Customer Know When You Give Him Extra Value

One of my clients shared with me how they went the extra mile for one of their customers. Apparently the person wanted some additional service that was not normally part of the purchase price. The representative simply went out of his way to make sure the extra service was performed, and said nothing more about it.

Distinguish Yourself from the Competition
As I shared with my client, this was the perfect opportunity to distinguish yourself from the competition. When you have the opportunity to go beyond what is usually required for your customers, make sure you tell your customer.

Educate Your Customer
Let’s look at the psychology of that approach. When your customer gets the extra service and doesn’t know you have gone the extra mile for him, many times he assumes that all businesses like yours would do the same. In other words, it is normal to expect that kind of service from you or your competitors. However, since your competitors would not provide this kind of service, or if they did, there would be an additional fee added, you want to educate him. It might sound something like this: “Mr. Jones, we normally charge for this additional service you are requesting, but I will make a special exception for you in this case, because you are such a good customer”.

Everyone Likes to Be Special
By taking the time to educate your customer, that he is getting special treatment, and not something he would normally get from you or any of your competitors without paying extra, you are differentiating your company from all the others. Mr. Jones realizes that when he buys your products or services, he is getting special treatment. Remember, everyone likes to get special treatment. It helps them to feel important.

So the next time you or your employees have the opportunity to provide extra service to your customers, make sure you discreetly tell them. They will appreciate knowing this, and will be even more loyal to your company.

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Tom Borg is president of Tom Borg Consulting, LLC. He is a business consultant, speaker, coach and author. He helps companies and organization become more profitable by showing them how to attract and retain their clients.