I call it the “10 cent rule”.

To understand the 10 cent rule, let’s consider an example.

Imagine you go to a gas station and ask to fill fuel worth 50 dollars, but the attendant at the filling station fills fuel that is worth 50 dollars and 10 cents. While 10 cents or the extra fuel does not have any value on its own, you would appreciate the nice gesture of the gas station attendant. And this very small act could even make you feel better and may convert you into a regular customer.

Such extra measures that you take, no matter how little they are, to please your clients are what lay at the root of the 10 cent rule.

The amount they cost you is insignificant, but it is an investment that will bring you high returns, in the long run.

The difference between what the clients are expecting and what you provide is the key element to make your clients come back to you.

How to Master the 10 Cents Rule?

Try to find or come up with something that gives you an edge over your competitors. It can be as simple as a call after a certain period, a letter, an unexpected gift, or the attention or efficiency with which you deal with them. 

It could be anything small, but effective – something that tells your clients that you care about them more than others.

The word innovation is often used when we talk about business growth, however what we are missing is that innovation doesn’t always has to be something big – any small step that distinguishes you from others in the industry can be called an innovation. You can be innovative just by providing this delta to your clients.

Try to find the small action, the nice gesture to make your clients happy.

Think what you can offer, what additional value you can provide. 

Involve your team and do a brainstorming session. Think about your own experiences and try to recall something that made you liked about a company and that made you happy, something that you can adopt and implement in your business. 

That would be the delta that you will use to keep your clients hooked to your business.

Thank you for reading, I would appreciate hearing your thought on this.