My dad, the guy with the motto “I never get rid of anything” (with parts from a 1971 dishwasher to prove it), decided to change vehicles a while back.
This was a little out of character for him, but he’ll provide you with some valuable marketing benefits.
One fine day, he drove past a car dealership, spotted a newer used pickup truck in mint condition, and next I knew it was parked in his garage next to his 2005 Ford Focus.
While talking to Kim, his insurance lady, about coverage for his truck, he wound up selling the Focus to her. She wanted it as a chick magnet for her college bound son. Only a mother could spot the untapped potential of a Ford Focus for this job.
My dad sold the car to Kim for a fair price, well under market value really. He said he even had some extra tires out in his garage he’d toss in for nothing.
Kim was thrilled and asked if he was sure about the price and tossing in the tires.
He said he was….
Fast forward to this past March—and if you’re keen to find where the marketing tip is here, we’re on the cusp…
Late March my dad was in the hospital for a week. His truck insurance was coming due soon. So, I walked into the insurance agency, asked for Kim, and explained I was in to pay his insurance premium.
Kim jumped up, jabbed her hand out to shake mine and she said…
“Oh, your dad is such a sweetheart, I just love him. You know he sold me his Ford Focus for my son. My son has that thing all waxed up, detailed, things hanging off the rearview mirror, a sound system in it… he just loves that car.”
And then Kim said something important.
“In fact,” pointing to her computer screen, “I was just looking at his account to see if I can get him a better deal when his policy comes due again in October.”
We’ll come back to that in a second.
After finishing up at her office, I went to the hospital to inform my dad his insurance was paid. Know what he said?
“You know, I sold her my Ford focus as a chick magnet for her son…”
Just kidding.
He said, “You know, she bought my Focus for her son. I guess he has it all waxed up, detailed, stuff dangling off the mirror, a new stereo… I guess he just loves that thing.”
And here’s the point.
As an independent service provider, overdelivering for your clients can offer some tangible benefits, here’s three of them.
1. Likability.
When I walked in the insurance agent’s office, the first thing she mentioned was how much she liked him. It wasn’t “Hi, I’m Kim, please have a seat, how can I help you.”
It was, “Oh your dad is such a sweetheart, I just love him. You know he sold us his Ford Focus…”
Now, my dad did sell her the car under market value, and I don’t recommend selling your services under market value, that can work against your trust factor and set an unfair precedence. Instead, add a set of tires… so to speak. Give them something they find of value.
It could be a helpful article with six secrets to shave points off their golf game, because you talked golf at the end of the meeting. Maybe you take care of an extra little chiropractic adjustment from something you saw on their X-ray while they are in the office.
The point is, added value makes clients feel special, like they’re important, and aren’t they truly important?
Clients who feel they get more than they expected will like you more, but it needs to be a genuine gesture. Nonetheless, added value does offer a nice likeability perk.
2. Memorability.
I’ve been in an insurance agency office to pay a bill before. It usually goes like this:
“Good afternoon. How can I help you? … What was your name again? Just a moment, I’ll look up your account. Was that Brad with a capitol ‘B’?”
No one jumped out of the chair with a huge smile, a firm handshake, recounting an event over a year old.
That goes to show you, people remember when they’ve been the recipient of an act of kindness without an expectation.
Has there been a time in your life someone gave you something when you didn’t expect it? A re-gifted fruit cake or fresh traffic ticket doesn’t qualify here.
Added value makes others feel like they’re the only one which you would ever do this kind of thing. It becomes memorable, and so do you.
3. Great relationship.
In this story about the Ford Focus, both the agent and my dad are happy. Every time he goes in to pay his insurance Kim will smile, he’ll smile, it makes their working relationship enjoyable.
Don’t forget, when I walked in that office, the agent was working on finding him a better deal six months ahead of time. She had no idea I was coming into her office. She’s happy to do that for him, and when I told my dad she was already looking for a deal next time his premium was due (six months from then), he was happy, too.
The great working relationship goes far beyond a client meeting at the office.
Here’s the scoop.
There is no downside to added value, or overdelivering to a client. You don’t have to go overboard or invest excessive time. Simply caring for a client with a little extra perk makes them feel valued, and gets a lot of mileage in marketing your service.
Likeability, being memorable, and a great working relationship all provide great word-of-mouth marketing.
If my dad were the service provider, how likely would Kim refer him to her friends and family?
Do you think my dad will recommend his agent, Kim, to people when they have an insurance need?
It’s a resounding ‘yes’ on both. Overdelivering is your ace in the hole for word-of-mouth marketing, and it’s completely in your control.