How do you feel when someone goes out of their way to delight you?

When you do something that goes beyond what a customer expects, you elicit a positive emotional response that singles your business out and makes your action memorable.

• As the owner of a tax return preparation firm, why not add something "extra," such as a free tax return for the client's teenage child?- How do you think your client feels about that?  Delighted?
• Why not add something extra, such as a free car wash when customers drop off their car for an oil change?
• Even a heartfelt "thank you" goes a long way!

The goodwill you create with these small gestures carries more weight in promoting your business than a large advertising campaign could create.

Take that extra step and exceed your customers' expectations - do something that makes them say: "Wow, I wasn't expecting that!"

Life events - so important to your customers.

Do you know your top customers' birthdays? You should!

Your top customers account for a large part of your sales and when you acknowledge them on their important day, they will remember that and thank you by giving you more business.

A simple email or postcard, delivered just before a customer's birthday, with a mention of the birthday and a special offer, such as a discount, or special service like free delivery, will make your customer feel "surprised and delighted" enhancing your bond with the customer.