Technicians offer to bring customers a coffee or donut on their way to a service call. This small, unexpected act of kindness triggers the rule of reciprocity, making customers more receptive and dramatically increasing the likelihood and size of a sale. It's a simple, scalable way to build instant rapport.
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Many companies neglect simple acts of gratitude. However, personal, unexpected, and heartfelt 'thank you' gestures are one of the most effective and underutilized marketing tools for building loyalty and generating referrals.
Instead of generic gifts, thank customers with gift cards to other local businesses like coffee shops or power washers. This supports the local economy and can create a powerful, reciprocal referral network with those businesses.
Go beyond transactional perks. Unexpected, tangible gifts—like a pumpkin delivered in the fall—create a powerful emotional connection. This "surprise and delight" strategy fosters extreme loyalty and word-of-mouth marketing that a standard service call, no matter how perfect, cannot replicate.
Shift from being a transactional "bellhop," who is merely efficient, to a proactive "concierge," who is fascinated by customers. This allows you to anticipate needs, make unexpected suggestions, and build deep loyalty beyond simple personalization.
Systematically identify frustrating moments in the customer journey, like waiting for the check. Instead of just minimizing the pain, reinvent these moments to be delightful. Guidara’s example of offering a complimentary bottle of cognac with the bill turns a negative into a generous, memorable gesture.
Research shows that adding a simple, mildly funny line at the end of a sales pitch significantly boosts a customer's willingness to pay. This non-obvious tactic works because shared laughter accelerates feelings of closeness and trust, making it a powerful tool in any negotiation.
Use customer data to perform radically thoughtful, unexpected acts of kindness. Sending a customer a personalized gift related to their hobbies (like a signed jersey) can create a powerful story that generates referrals from high-value connections within their network.
Salespeople often worry about being annoying during follow-up because they frame it as a transactional attempt to close a deal. To overcome this, reframe follow-up as an opportunity to build and enhance the relationship. By consistently providing value—sharing insights, making introductions, or offering resources—the interaction becomes helpful rather than pestering.
When a prospect compliments your opening line and asks to "steal it," enthusiastically agree and offer to send it over. This act of generosity immediately builds rapport, reframing you as a helpful peer rather than a pushy salesperson, making them more receptive.
Use ringless voicemails or direct calls to thank customers or wish them well during holidays without any attempt to upsell. This unexpected, purely appreciative contact builds significant goodwill and differentiates your brand.