Much of what a company's raving fans talk about is not what they bought. Getting a problem solved is one thing they talk about. Going the extra mile is another. Here's a real-life example:

It's a cold afternoon in Midtown Manhattan. My wife, Nina, and I are here for just under two weeks. Nina says we should get some flowers because they would brighten up the room.

The few florists in the area can provide nothing for our budget.

I take a walk in the area and come upon a corner convenience store, with the front and side lined with flowers of all sorts. Plus, it turns out, they can provide me a vase.

The purchase is made, and I walk proudly down the street and around the corner.

When I get to the end of the block, I feel a tap on my shoulder. A young man says, "I'm not sure if you want to know this, but there is a credit card that was left at the store around the corner and you might want to check to see if it is yours."

I check my pockets and, sure enough, I had left my credit card at the store. Upon my return to retrieve the credit card, the owner is so relieved. She had her employee running around trying to find me, telling people who passed to look for someone holding flowers and a vase.


I thanked the owner for what she did to get my credit card back to me. Enlisting people passing by in the search for me was above and beyond what one might expect. In all likelihood, the next time we are in that area of Manhattan, I'll stop by the store and thank her again.

What have you or someone who works for you done that went beyond reasonable expectations regarding serving a client? Sharing those stories with prospective clients can make the difference when you're trying to sell the project.

After all, you are selling an experience that ideally produces both a good result and great memories. Remember that!