By Todd Duncan

When I met Mona I was in a hurry. I was leaving the country in less than twenty-four hours and I needed a couple pairs of pants for the trip. Mona approached me to help and quickly had me in two pairs of good looking pants. There was only one problem. The hems were unfinished and it was Sunday.

Mona insisted it wasn’t a problem and excused herself to phone the tailor. She returned shortly with a promise that the pants would be ready by five o’clock that evening. I was delighted. Then she went overboard.

“You’re probably going to be very busy packing for your trip,” she said, “so rather than coming back here, why don’t I just deliver them to your home? Would that be okay?” “You’ll do that?” I replied. She assured me it would be her pleasure.

It was 4:00 pm later that day and I was packing when I heard her car drive up. I met Mona at the door. “I’m confident these will fit perfectly.” She handed me my new pants on hangers. “But just in case, why don’t you try them on. The tailor is available until 9:00pm.”

I hurried back to the bedroom and slid in and out of both pairs and then returned to the front and gave Mona the thumbs-up. She nodded. I shook her hand and expressed my gratitude—she didn’t have to do all this, I explained, but I was so grateful she did. I walked her down the drive and she explained that this was her way of doing business.

“Todd,” she said, “I hope you buy from me for the rest of your life. That’s very important to me.” I held the driver side open and thanked her again, assuring her I’d ask for her every time. She waved as she backed out of the driveway and I noticed a few other items hanging in plastic in her back seat—more deliveries no doubt.

I waved back as she pulled onto my street. As she drove away I caught a glimpse of her personalized license plate. Aptly, it read “SERVE.”

Lesson Summary

Good customer service is merely the ante for staying in the game. You must do something more, something that exceeds expectations to continually win the pot. Mona did what she was asked by finding the right pants for me and having them quickly hemmed. What she didn’t have to do was bring the pants to our home—on a Sunday, no less. But in the grand scheme, it’s a small price she paid to secure our business and the business of our friends for good.

Think: How can you or your business go overboard for your customers? Your answer is your best bet for loyal, lucrative sales.

If you become a trustworthy salesperson, you can build a consummate sales business by adding significant value to your clients through world-class service.

Long-term sales success happens when high trust exists— when you are a trustworthy salesperson running a trustworthy sales business, and when it’s clear to your clients that you are a person of integrity who will not only do what you say but who also has the means to deliver.

When your success in sales is measured by your ability to sell in a motive-centered manner, you won’t have difficulty remaining enthusiastic.

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