5 Creative Relationship Management Tips to Make Someone Say “WOW, I Want to Be Your Client”

Posted on November 10th, 2009 by Keith Ferrazzi

Once we believe in ourselves, we can risk curiosity, wonder, spontaneous delight, or any experience that reveals the human spirit. - e. e. cummings

surprise(1)Free cups of coffee for voters. (Starbucks.) Free overnight shipping for randomly selected customers. (Zappos.) Free hotel stays (Microtel Inns & Suites).

These are all ways businesses have “surprised and delighted” customers by going well beyond the call of duty with a creative, novel act of generosity that says, “You are having an experience.”

Create a moment that knocks a customer out of their routine, and you instantly build a stronger relationship. You’re also almost guaranteeing that they’re going to pass that story on: “Guess what happened to me today?” Boom! Word of mouth.

“Surprise and delight” isn't a new idea, but I wanted to remind people that creative gifts aren't just a strategy for corporations. I got to thinking about it this week when a friend shared with me the story of a meeting he'd just had with a potential vendor; afterwards, she not only paid for his parking but gave the attendant a kind message to pass on to him as well.

Point is, you don’t have to have a multimillion dollar company to go above and beyond with creative gifts or acts of kindness that tell clients – or even  employees, colleagues, friends, or loved ones – that you’re paying attention. In fact, the best way to surprise and delight is to do exactly that: PAY ATTENTION. Seek out small details that you can surprise people with later.

That said, here’s a few of my own techniques that I’ve used to jog people from the “business as usual” frame of mind that gets in the way of making true connections. [Click 'more' to read them!]

  1. Bring on the Bucks. On the way to a meeting, I’ll call the contact’s admin and casually let them know I’m stopping at Starbuck’s – “Can I get anything for you? How about your boss?”
  2. Bon appétit! Talk to their admin. Find out when they’ve got a personal dinner planned. Call the restaurant and, depending on the level of the relationship, let the host know that you’d like to either send them a dessert, a bottle of wine, or pay their entire bill.
  3. Happy birthday. It doesn't take much to shoot a contact an email on their birthday. Sometimes I like to make a phone call instead. You’d be surprised how much such a call can make a difference to someone.
  4. Send a Christmas card – on Thanksgiving. Or Valentine’s Day. Or St. Paddy’s. This is an oldie but goodie that I recommended in Never Eat Alone and have done every year since. Why be one card in a million at Christmastime when you can claim a lesser day as your own, and use that day to shout out to contacts with your unique card? Pick Groundhog Day and I guarantee you’ll stand out.
  5. Hello, how may I help you? Are you the owner of a business with a dedicated customer service line? Every so often – maybe once a month – man it for an hour. Explain when you answer that you’re the owner of the company and you’re working the phones today so that you can personally serve your customers. Even if you have to hand them off to someone who knows the gritty details better then you, making that connection will make a lasting impression.

How about you? How have you surprised and delighted the people in your life and business?

5 Ways to Make Someone Say “WOW, I want to be your client” – and pass it on!
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34 comments // In Business Networking, Personal Branding
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34 Responses so far | Have Your Say!

  1. Hey Keith, simply amazing. Now, nothing to do with this post, but if I had to choose one thing that makes YOU different I would probably choose "the sincerity of your smile". Too many people are fakes who know how to talk, but their smile will betray them. In your case, your smile is that one that shows how genuine and sincere you are. There are not many around like you. Congratulations!

  2. Keith,
    A friend asked me once "Do you know that song that goes...?". I did know the song, and who recorded it. We talked a little about it and he was so thankful to finally know the artist so he could buy the CD. I could tell by his expresion he wanted the CD very much, so I went out and bought it for him. We talk two or three times a week and he still mentions that CD, even though it has been 5 years or so ago that I gave it to him. It was a case of finding out what people love, and doing something to help.
    Jon

  3. We deal in live fishing bait. Last summer, we had three packages - all to Kentucky, get hung up with our shipper on a Friday afternoon (during the hottest week of the summer). This not only means the customer wouldn't receive their product on time, but it would be dead upon arrival. Of course they were upset, and wondered what I would do about it. So, on Monday, we next day shipped a replacement order at no cost to the customers. In subsequent weeks, our sales to Kentucky more than tripled on word of mouth!

  4. Great post! Remarkable sales staffs and customer service is something I always pick up on when I am shopping or traveling.

    With all of the books, articles, and classes available to teach what you are recommending, it still floors me when I get the exact opposite of many of the tips you are recommending.

    When are people going to realize that being good is not good enough and that if you want remarkable financial results, then you have to provide remarkable experiences?

  5. I randomly hand out an extra vacation day for a super job well done! My staff is very appreciative and all go the extra mile to satisfy OUR customers. We have high morale and a great rapport within our group. They know I care about them and their accomplishments. And I know that they work 110% all the time, just in case!

  7. I called a client after reading a cute story in the newspaper that I knew she would like and may have missed. During the conversation I also found out some personal information about problems she was having with her daughter that I might not have otherwise. She wrote me an email the next day thanking me for the call, saying that the newspaper story had made her smile and updating me about her daughter's situation. She also made a positive move on a house listing I am working on for her. I "surprised and delighted" her and she was grateful. It was fun for me too!

  8. Thank you Keith for the reminder that a little extra effort goes a long way to surprise & delight our customers.

  9. Glen Townsend says:
    November 10, 2009 at 8:06 am
    Reply

    I have a friend who is a personal injury attorney. He makes a point of regularly stopping by the clinics and offices of the therapists and doctors he knows and dropping off doughnuts and bagels un announced for the receptionists and nurses.

    He also takes the doctors and therapists out on a hunting trip every few years. He keeps the group small, and makes sure that everyone will have a good time.

    These two simple things keep people talking!

  10. I run my own massage therapy practice and work in a number of corporate offices. Frequently clients are complaining of neck pain so I work on it for the 10-20 minutes they give me and they go back to work feeling better and wishing I was there everyday. So I went home one day and made quite a few rice packs and have been giving them out randomly to help ease the pain on days that I cannot be there. This shows how much I care and every time they use it they think of me.

  11. Keith,

    Love it! If we start thinking in terms of what we're going to give instead of what we're wanted to get, we on the track to building client trust.

    Here's cute article about how Dunkin Donuts did this right http://www.truecolorsconsulting.com/?p=14.

    Keep sending the message!

  12. Book Highlights Gift

    In the course of working with your clients, prospects, or even new friends certain topics will come up that you feel a certain passion or excitement about. And chances are you have read a book (or two) on that topic.

    Choose your top favorites on those various topics, i.e. "Never Eat Alone" & "How To Be That Guy" for networking, "Duct Tape Marketing" & "World Wide Rave" for marketing, etc...

    Next, go through a 'master copy' of the book and using a highlighter mark off best ideas and passages that you thought were brilliant. Extra points for writing notes in the margins too.

    Now, order extra copies of those books and using your 'master copy' take 5 minutes and recreate your notes in one of the extra copies. The next time a prospective client is talking about the woes of networking, or subject X, you can give them a personalized copy of one of your favorite books with all the points you found valuable.

    **Bonus Points: always be sure to write an inscription so years later they can reference back to you. AND look for parts in the book which might speak specifically to that person's problems and write 2-4 extra notes to them from you near those passages.

  13. Great ideas in here. Especially Reuben's - give people Never Eat Alone, great idea. :)

    Mark J - Tripled sales - nice. Thanks for sharing evidence that it works.

  14. Tricia Danielsen says:
    November 10, 2009 at 1:09 pm
    Reply

    Ditto on Rueben's comments. I have given a number of copies of books, including "Never Eat Alone" and "Who's Got Your Back", always with a personalized note inside to the recipient signed and dated. It's amazing the lasting relationships that are built and expanded upon.

    Another similar thing I have done is recommend local events that I thought may be of interest and/or benefit to my colleagues and clients. When Keith was in town recently on his book tour, I sent the event invite to a number of business colleagues and asked if they would like to join me in attending. I made sure to introduce them around to other connections that were of mutual benefit to one another.

  15. Great idea Keith, it's always the little things - attention to details, warm (genuine) greetings and bonus surprise gifts that get the customers attention and make them customers for life and maybe friends for life. Love the restaurant idea.

    Thanks Keith,
    Alex
    http://www.speakertrainingvideos.com

  16. I love to find large and small ways to say, "I was listening and I was interested." A few weeks ago I met with a very successful CPA in his office. I noticed that his office was filled with Disney World memorabilia and asked him the last time he had gone. He said it had been years and not sure when he would be able to find the time again. My internal coach kicked in and I made him identify his next available opportunity to go. The next day I had a custom Disney World cake delivered to his office with only the date that we had agreed to written in frosting. He knew immediately who had sent it and shared it with his whole office (20 more CPA's). I will not soon be forgotten!

    Never Eat Alone is my all-time favorite book. I am graduating to small dinner parties soon. Loved seeing you at Todd Duncan's events. If you are ever in Utah…give me a shout!

  17. Keith,

    The common thread that I have consistently seen in you and many of the fervent Ferrazzians is sincerity. Gestures like getting a Starbucks for someone with whom you will be meeting and even their admin are good ideas, but what makes them great is the sincerity behind the gesture.

    I was meeting with a person running for office for the first time. She had been on the go all day long and had not even had time for breakfast or lunch. When she met me at a local coffee shop, she mentioned that she was looking forward to at least having a chance to grab a cup of coffee and a donut to get her through the remainder of her meetings. I pointed to a deli next door and said that I could go for something more than a cup of coffee and asked her if she would like to move the meeting next door where we could talk and eat at the same time.

    We spent two hours talking about the city and the key people she should meet. That was several months ago. We still connect for coffee every few weeks and now she refers me to people I should know.

    It all comes down to character and to being genuine with people.

    Keith, as always, I look forward to your incites and reminders.

    cheers...Steve

  18. Keith,

    Be sincere and genuine.. For every action there is a reaction, choose wisly, and harmony is created.. Thanks for the Ground Hog Day! Going to use that..

    Sincerley,

  19. I used to send huge chocolate chip cookies from the company cafeteria via interoffice mail to anyone who went out of their way to help. I put a little humorous note in it, and after a few months was surprised to see how many people had the notes pinned on their cube walls. I also shipped them (again, in the interoffice envelopes) to colleagues overseas.

    I sent one to a clerk to thank her for some small but crucial thing. A few months later, I had a small business vendor who needed a $130,000 check and had botched the submission - and was going to have to wait for another 30-day invoice cycle. I called the clerk and told her what was going on - within 24 hours, she got the check cut for the vendor. The vendor bent over backwards on a project that became a huge success, the clerk got a shout-out and tons of thanks...and the cookie tradition continued.

    As for the notes on the cube walls - we had a new EVP who was a hall-wanderer during his first month. When he finally made it around to my office, the first thing he said was "YOU'RE the cookie person!" Coincidence that a short time later I was working on some key strategic projects with his teams? I don't think so, LOL!

    Never underestimate the power of cookies!

  20. some simple but effective tips, thanks for sharing! i also like to send thank you cards whenever possible :)

  21. Lisa, I love that! I want to become the cookie woman!

    Keith's former admin recently had a baby. During her pregnancy, she mentioned to a friend/associate that she was craving Butterfingers. The next day at the office, a bag of like 20 Butterfingers arrived by messenger. Needless to say, the entire office was talking about it.

    Gestures don't have to be extravagant - but the sheer volume was impressive!!

  22. LOVE #5. I once worked for a large organization that required the executives to man the front desk for one hour each month. It was life-changing for them. :-)

  23. Simplicity still works best by being authentic through the demonstration of positive core values. If people believe they can trust you during the first few seconds, then the clients and sales will multiply.

  24. Sometimes the little things go such a long way! Having the thoughtfulness to pick up coffee for someone else while you're on your way to meet them (bonus points if you know how they like their coffee). Negative points if you get the wrong order (it happens).

    Personally, I like sending hand-written note-cards. Their simple and might seem an out-dated tactic but I'm telling ya, sometimes, it's the little things/gestures that count! People love that you took the time to write something personal! This only works of course if the message is personalized and not canned...

    The other thing that I'm a fan of is sending personalized video emails using something like EyeJot! Heck, their easier to record and send too (I'm on a mac so the recorder is right there). I send them in less than a minute often times and the reactions are awesome! People are thrilled that you took the time to send them a video and what's more is that they're personally branded. w00t!

    Anyway, all that to say that I love your suggestions and agree that taking the time to surprise and delight someone goes a long way!

  25. There are so many great stories shared on this post! I've noticed a few things in my experience and through the stories shared on this site:

    1. The "surprise and delight" factor varies depending on the expectations, needs, wants and desires of the receiver. Do your homework ahead of time to know what will make the biggest impact.

    2. It's the little *thoughtful* things that often net the biggest impression. The cup of Starbucks is great, and I love @Reuben's idea of the personalized "highlighted" book.

    3. It's easiest to generate ideas and ways to "surprise and delight" when Generosity is a way of life. Think generously and your behavior will follow suit.

    Cheers!

  26. Sergio Chávez says:
    November 11, 2009 at 3:32 pm
    Reply

    Hi Keith!!! Congratulations for the simple, back to basics message/tips, which value to me is precisely going back to basics keeping in mind that one's dealing with people like one, with the same needs for a token of appreciation and a decent treatment!!!!

  27. On St. Patrick's Day, I send a special message to colleagues and friends...perfect time of the year. We're still in the throes of winter here in the Northeast eagerly awaiting the dawn of spring. And soon after that, I share my joy with those folks on the opening day for the Red Sox at Fenway Park- a very special day around here. Folks enjoy getting these message- reminding us of our link within the world.

  28. Charles L. Phillips says:
    November 11, 2009 at 11:44 pm
    Reply

    "Great" post.
    Ever since I read and applied "Conference Commando" and "Never Eat Alone" my stock has shot to a new level, in a new galaxy...

    I now send out coffee/tea cups with the spoon attached as a "Thank You", "How Are You Doing", Let's Have Brunch" and etc. I keep my name at the front of their mind. Every bit counts. Every bit helps...

    Thank you,

  29. Jeff Williams says:
    November 12, 2009 at 10:18 am
    Reply

    I am a banker and have been sending Valentines cards for years. My customer base is mostly men, so I also pick an especially "frilly" card and always hand-write them. The message is "We LOVE having you for a customer" and signed by the whole office. We always stand out!

    • Jeff, I love that idea. I also work in financial services and that frilly Valentine's Card is so out of stereotype as to be a pattern interupt for people. Really appeals to my Australian larrikan sense of humour. Cheers!

  30. Keith: I am totally impressed with your approach and concept. To the point where I had just met some folks from M@M Meats who are offering to sell "gift cards" for just such occasions as you are mentioning.
    Thanks, your ideas are appreciated and will be put to work.
    Regards.
    Neill Campbell
    President
    B2B Credit Chex Inc.

  31. Hi Keith,
    I just signed-up and boy, I must say that I am beginning to benefit from your tips. Keep em coming!

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