The Last Two Yards of Value
Who wants to be average? Raise your hand.
Your competition probably sells products or services that are like your offerings. You may have an extra feature here, and they may have a better one there – but essentially, you are selling similar products or services.
But what happens when someone goes beyond your expectations to do something unexpected that delights and are truly remarkable? What is it like to go the last two yards to deliver value?
HVAC and Chill
About twenty years ago, when an HVAC service company had to cancel three appointments with me due to a challenge they had with their staff, the company owner offered to reschedule and do the work at no cost. A sweltering summer in North Carolina– AC systems were breaking left and right.
The head of this local HVAC company said he was embarrassed that he had disappointed me repeatedly and that all he could do was to offer to make the repairs at his expense himself. He wanted to go the extra mile to show me (and his employees) what customer service means to him after failing to show up for me.
He came out himself to do the work the next day – on time and thanked me for allowing him to make good even though his organization had failed me.
I didn’t expect this, nor did I ask for it.
But he earned back some of the trust he lost by exceeding my expectations. Even after he sold his company, I’m still loyal and a regular customer.
The Last Two Yards of Value
What could you do to add value that isn’t in your brochure or website and goes beyond expectation? What do you do over those last two yards?
And who owns this job at your company of over delivering?
What could you and your brand do that no one expects before, during, or after a sale? Do you and your team ever plan and budget for surprises and gifts of thanks?
Beyond the product and service you sell, how else can you go those extra two yards?
Personalized Small Gifts Rock
- If you or your sales team are good listeners and know a customer has a passion for wine, sending a bottle of wine from a small, family-owned winery as a thank you are easy to do. It isn’t necessary or expected – but you can be sure they’ll tell someone about what you did. And if your service has a craftsman element, bonus points for tying the gift with your brand’s message. The right small gift can strategically align with someone your company does and reinforce your message.
- If you heard your client talk about an upcoming vacation to fly fishing during the sales process, can you find an exciting travel book on the best fly-fishing locations in the U.S. to send to them? Imagine their surprise when something of value shows up unexpectedly and is a thing of actual value to them. Gifts that last like a book, can be a reminder of your value and relationship with a customer.
- A friend of mine who is a consultant recently did a project with a small agency, and he bought 20 movie tickets to the opening of the new Top Gun because he knew a lot of folks were talking about it when he was in their office. This little gift will be remembered for years and at its core is a fun experience. Gifts that connect emotionally are turbro-charged.
- I once had an ice cream truck show up at a client’s office at lunchtime to bring a little treat to the office staff. It was such a memorable activity that, to this day, people who used to work at that company still remember me as the ice cream truck guy. This was way before Covid – in the early 2000s. This unexpected appreciation was valued not just by the buyer, but many in the company.
In every situation, what was remembered was the little thing – the last few yards of value. The thoughtful gift that demonstrated your appreciation. The unexpected service call or the follow-up text to see if there was anything else they could do to delight me with their service.
Unexpected.
Above and beyond.
Remarkable.
Surprising.
What are you doing to create a strong memory for your clients and customers that brings a little joy and fun into a client’s life? What plans do you have to do something no one expects to help you stand out from your competition? Who owns this job at your company?
What do you do to create value over the last two yards?
Need a little help with some ideas? My friend Danny Rosin from Brand Fuel does this type of work all day long. Connect with them if you are looking for something clever and strategic of value for those last two yards.
You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Watch a short video about working with me.
Photo by Thomas Park on Unsplash
