You Scratch My Back And I’ll Scratch Yours And…

Businesses, both large and small, have always revolved around simple exchanges: salt for seeds, dollars for hours, quid pro quo, tit for tat. But why settle for one exchange?

The sweet money is on businesses that tit for tat for tit for tat for tit for…on and on. And it doesn’t have to be a difficult process. In fact, continually profitable rounds of tit/tat can start by simply responding generously to clients who send us new business.

Here’s a customer service relationship glory story that reveals the beauty in business beyond that first tat:

You scratch my back…

Last summer, Mom found the holy grail of paint chips and wanted every room in her new townhouse painted a yummy butter yellow. While we’re always available to help out, it was too big a job for any of us kids, especially since many of the rooms are 20+ feet high.

Through her extensive network of family and friends-like-family, Mom had happened on Joe The Painter. Joe did a fine job on her last house, so she only winced a little when he happily quoted a steep-ish price for another top-to-bottom paint job.

When he showed up with dropcloths, scaffolding, and plenty of paint but only one other painter, she thought, “Well, I guess the price was quoted for the hours, because this is clearly going to take a long while.”

But it didn’t.

Two and a half days later, the entire place was done. And done well. She was thrilled to have paid for speed and quality, and Joe The Painter earned a new best friend.

…and I’ll scratch yours…

And Joe The Painter’s new best friend told everybody about Joe, because everyone who dropped by Mom’s new place loved the soft wall color, and wondered about the lunatic who painted those super-tall walls.

Of course, she told them about Joe and his fearless assistant José, who had sky-kissing scaffolds, arrived early, left late, didn’t make a hellacious mess, did a perfect job, and got it all done in just a few days—though at a price.

Of course they asked for his number, and of course she shared it, and of course Joe called to thank her for all the new business she was sending his way.

And then he promised her a deal on her next paint project, and there was no “of course” about that. It was a pleasant surprise and Mom was quick to take him up on it.

…and you scratch my back…

When Dan finished wiring her movie room, Joe came over to paint the walls a deep chocolate brown at the promised discount price. And when Mom mentioned how the room’s light-colored carpet was going to get mauled by all the kid and pet traffic through there, he mentioned that he cleaned carpets, too.

Oh, really?

So in early winter, after a half-dozen parties and a gazillion movie nights, the light-colored carpet was indeed mauled. Joe came in to clean it, and he charged Mom less than she expected. And when she decided “a cave look would be cool for a movie room, don’tcha think?”, Joe came back and put a coat of dark brown paint on the movie room’s ceiling, too. This time, Joe didn’t charge her hardly anything at all.

And of course, people comment on the max-fabulous movie room when they come over for dinner or movies or parties or whatever…and of course, Mom tells everyone about Joe.

…and…

Joe and his multi-talented crew have been at Mom’s house a lot lately. They came to clear her gutters during the big mid-winter melt, and he didn’t charge her anything. When they painted her inset bedroom ceiling a bodacious bordello red, he only charged her for supplies. When they cleared her gutters and edged her front garden last week, he wouldn’t take any money for it.

And when Mom insisted she had to pay him “…something Joe, because no one works for free”, he reminded her:

“Jodi, do you know how much business you’ve sent me this year? I painted one of your daughter’s entire house this winter, and I just finished your friend Josephine’s whole house last week. And in between there have been plenty of smaller jobs for your other friends and family. We’ll get back to money at some point, but right now I’m paying you back for all the new business.”

Oh, really?

…the scratching goes on and on

Now Mom is wondering who she hasn’t told about Joe, with the idea that if she spreads the word farther and better she may earn enough free work to cover autumn’s house maintenance.

She was already happily and willingly sharing his number, but now she’s striving to tell the world about Joe the Painter because there’s a direct and tangible benefit for her.

Who have you scratched lately?

When a customer/client refers new business, a thank you card is thoughtful and considerate…but it’s the least we can do. Literally.

For referrals that lead to small jobs, maybe a bouquet of flowers or a Mrs. Field’s muffin basket would be a welcome gift? When a customer referral leads to a large project, then a percentage-based commission, a finder’s fee, or an account credit would be perfectly appropriate—and surely a welcome surprise for someone who spreads the word about our business on our behalf.

Et tu? What do you do—or would like to do!—for customers who send you new business?

Or from the customer side of the story, what goodies have come your way from appreciative vendors?

Photo credit: jayaram