Tip 27: Exceed your customers’ expectations

You can’t go wrong when you give your customers more than they expect. They’ll appreciate you, will probably tell others about you, and will be much more willing to become your customer again as a result. Go ahead. Go above and beyond the call of duty. It’s a sure fire way to make your customers feel wonderful, and see you as someone they want to keep around.


  1. After hearing fantastic speakers at a conference I attended a while back, I was delighted when the organizers announced that they had made available replays of all the talks that had mesmerized me a month before. It was so much more than I expected, and completely appreciated.
  2. Years ago, my salsa instructor used to give us way more time in class than we paid to get. Sometimes it was an extra fifteen minutes, sometimes it was a whole half hour, but it was always more than what was expected. That was just one of the reasons me and some of the other students continued to go to that instructor for years.


  1. Plan in advance to go the extra mile. When you are building the product you will offer your customers, go ahead and add in that something extra that will allow you to exceed their expectations. That way, giving them more than they expect is included in your project plan.
  2. There are multiple ways you can exceed your customers’ expectations. Sometimes it’s giving them more than what they paid for, and other times it may be delivering on a project early or under budget, or adding extra value. Be creative, and deliver in a way that will have the biggest impact for your customers.

Application for your business

  1. Brainstorm three ways you can consistently exceed your customers’ expectations as it relates to the product you offer them.
  2. Brainstorm three ways you can exceed your customers expectations in terms of your service to them (ex. response time, availability, etc.)

Previous tips

1-22. Build a relationship with your customers (series)

23. Solve your customers’ problem

24. Know your stuff

25. Add value

26. Do what you say you’re going to do