Many years ago I purchased a near new used car from Scuderia Veloce Motors in Canberra. I don’t know if they still exist, but they did promote themselves as a better class of car yard, stocking many European brands including Volvo. I recall we purchased a Ford Laser station wagon. Not the sort of car that will win Bathurst, but it was a nice solid small car that fit our young family perfectly.
I still recall today, just like it was yesterday receiving a voucher for dinner for two about a week after purchasing the vehicle from Scuderia Veloce Motors. I don’t know what it was, but it had such a positive impact that I try and use this example where ever I can.
The point here is that as far as we were concerned, the deal was done, we were satisfied with the purchase and we were moving along with our normal lives. The meal voucher was never mentioned through the sales process so was a complete surprise when it arrived.
This is the classic deliver more than you promised scenario.
As a tool it is super effective and although I would have recommended the yard to others, because of the meal voucher, I have gone out of my way to promote them.
The concept of delivering more than expected can be used in many retail interactions. It does not need to be a high value item, but it does need to be spontaneous and unexpected. It will always demonstrate that you value your customers business and that, by association, you respect their opinions.
You are now promoting an environment where your customer has an attachment to the business. They will now provide you with real feedback about what you are doing right and more importantly, what you are doing incorrectly. Nurture that emotional attachment and your customers will become your greatest advertising assets and will actively defend you if required.
I don’t know if Scuderia Veloce Motors are still trading, but if they read this then I’d really like a great deal on a new car and maybe another meal voucher.