Remember the first time you went the extra mile for a customer? They were thrilled. The second time? They were happy. Now? They expect it.
Once = An Exception
Twice = A Favor
Thrice = Standard
It happens so subtly that we don’t even notice. But here’s the reality: what was once extraordinary has now become just another part of the deal.
Take Macy’s, for example. I mentioned in an email that I never buy anything there without a 20% off coupon because I’ve been trained to wait for it. Customers don’t see that 20% as a discount anymore—it’s just the price.
One reader even replied: “So true!! I won’t shop at Macy’s w/o my 20% coupon!”
If customers can be conditioned like this, so can salespeople—and that’s a problem.
Are You Just Handing Over a Cardboard Box?
Think of the extraordinary things you do for customers like a beautifully wrapped birthday present—confetti, ribbons, excitement. Now imagine handing someone a plain cardboard box on their birthday. No singing. No fanfare. Just here you go.
That’s what happens when your extraordinary service turns into just another expectation.
So let’s break it down:
Are You Still Doing What Earned Their Business?
Salespeople will hustle to land a new customer—research, follow-ups, personalized touches. Then? Some get comfortable and stop doing what made them stand out in the first place.
Here’s a real-life example: Matt wanted an inside sales job so badly that he researched the company, networked, interviewed three times, even stalked (professionally, of course) the hiring manager. His tenacity got him the job. But once he was in? That drive disappeared. He didn’t even last a year.
Customers notice when your effort fades, too.
Do Your Efforts Still Matter?
What mattered to a customer when they first signed on may not be important anymore. Business needs change. What once made you stand out might now be irrelevant.
Think of your daily commute. If a road closes for construction, you’d change your route, right? But in sales, we often keep doing things the same way—even when the landscape has changed—just out of habit.
When’s the last time you checked in to see if what you’re doing still works for them?
What If You STOPPED Doing It?
This is the real test.
- If your customer expects it—like that 20% coupon—they’ll notice if you stop. But that doesn’t mean they appreciate it anymore.
- The things you naturally do for customers might be what they value most—but since they’ve become habits, you might not even recognize them as extraordinary.
Time for a Reality Check
Today, ask your customers: What are the top 5 reasons you continue to work with me?
Then ask another. And another. And another.
Because keeping the EXTRA in EXTRAORDINARY is what keeps you relevant—and keeps your customers coming back.