success - Turbo Coach, achieve breakthroughs - Brian Tracy

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son ritual. Early in the morning, before the rest of the family
awoke, they drove across town and picked up a dozen
doughnuts, a treat that they relished. As he grew older, he
noticed that they drove past several doughnut shops, but always
added several miles to their trip to go to the same shop.
When he asked his father why they didn’t buy from a shop
closer to home—after all, he reasoned, doughnuts are doughnuts,
regardless of where you buy them—his dad explained
that his favorite shop had a practice of adding an extra free
doughnut to the box each time they purchased a dozen (also
known as ‘‘a baker’s dozen’’). Our client somewhat sheepishly
shared that the ritual has been passed to the next generation.
He and his son continue to frequent the same shop on
the far side of town!
This second level of customer service moves you beyond
mere survival, building a measure of customer loyalty and
giving you an edge over your competitors. It can also increase
your profitability. Customers who experience the kind
of service that exceeds their expectations are often willing to
pay for it, enabling the supplier to raise prices and thus improve
profit margins.
Think of those times your own expectations have been
exceeded. How did it make you feel? What was your attitude
to this company? How might you exceed the expectations of
your customers?
Delight Your Customers
Have you ever experienced a level of service that not only
exceeded your expectations, but actually brought a smile to
your face? A customer served at this level is truly delighted.
Not only have the customers’ basic needs been met or even