One of the best ways to differentiate and leave a lasting impression involves taking that extra step, i.e. going the extra mile.

What makes me think of this is 3M.

My wife was hanging some pictures in our family room the other day and rather than pound a hole in the wall, she reached for 3M’s Command Strips –  those Velcro sticky things.  As anyone who has ever tried to correctly position any kind of wall mounting, getting it right can be a challenge. But before she could even think about getting a level, she noticed that 3M had included a tiny level within the packaging.

Brilliant!

What a difference-maker. This small, thoughtful gesture cast the company and the product in the best possible light.

You produce a job for a client’s upcoming trade show. Inside the box, you tuck a handwritten note: “Good luck at the show!”

You are one of five companies to quote on a direct mail piece and along with your proposal you include a document called, “Ten ideas for a successful mailing.”

You lose a complicated order to a competitor and in an e-mail to the client you advise them to pay special attention to a critical step in the production process as a courtesy.

None of these extras cost you a nickel, but the benefit of add-ons like a built-in level, a handwritten note, ideas for improvement, and a reminder that assures customer success can all it takes to bring you business.

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