The other day, I went into a cash-only barber shop I’d not yet patroned based on a casual and more logistic referral. In these parts, a typical clipper cut will run you around $12.00. You can expect a friendly smile, personable conversation if you reciprocate, a straight razor shave of the neck and some special attention to keep the eyebrows, ears and nose looking socially suitable. If things went as they should, I expected to tip 20% and rounding up to the nearest dollar I intended to leave $3.00.
Then right after I inspected my neck-line in the mirror, the barber did something I did not expect. She appropriately and motherly started massaging my neck and upper back and scalp. This went on for a very pleasurable few minutes as it was more theraputic than a mere gesture. Then I was ready to pay.
As most patrons would have, I only had a $20.00 bill. Now, before I got off the chair, I knew that I wasn’t going to ask for any change back. And I admiringly and willingly made that decision.
Now, Robert B. Caildini, author of Influence: The Psychology of Persuasion, may argue differently, and maybe because I understood clearly which not-so-subtle law of social commerce was being practiced, I respected even more what my genuine barber was doing.
Some commission reliant sales people such as waiters and delivery providers undoubtedly understand this technique. But all service and product providers must understand that they can be compensated far beyond what is immediately expected and all sales people can be substantially "tipped."
Doing what is expected is good. It’s doing your job; it’s expected. We get paid to provide satisfactory results. Too many of us get paid the same whether we provide outstanding results or disappointing results, but regardless, less than expected results will not sustain most businesses in a normal world.
So, what do you do that knock’s it over the top, that makes you irresistable to your clients? What do you do that can actually pay you more per transaction?