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You Scratch My Back And I’ll Scratch Yours And You Scratch My Back And…
Scratch my back honey by jayaram
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?
Crystal,
That story rocks!
Word of mouth is not important to smaller businesses. Word of mouth IS smaller businesses. Without it, nothing.
And now, you’ve blogged about him, and I’m wondering how much Joe charges to travel to Delaware… (kidding)
Poor Joe. He’s got everything he always wanted. A rock-star painter. I hope your Mom tells him to come read this article.
Regards,
Kelly
Recent blog post from Kelly: Tip of the Week: Learn Something Old Every Day
Hi Kelly! I can’t wait to hear what he says when she tells him he’s famous
I have said this and said this and I’ll say it again. Business by referal IS the very best and the only long term success to small business. ALSO…the quickest and the cheapest in the long run.
It is absoluty amazing to me how people will pay thousands of big bucks for any other advice, when doing a great job, being reliable, loyal, and remembering to ask for the business,and being thankful and really grateful and appreciative for the business will take you all the way to the bank and keep your dinner on the table for years.
Excellant post Crystal!!!!!
Recent blog post from Wendi Kelly: Focusing on First Things First
Great story, all hinging upon Joe’s continued great quality (despite increased bookings) and the potential buyers’ willingness to pay his steep price, but your point about Mom STRIVING to promote Joe is the evangelist theory in action — fun to see!
(Now how do you get that going for a confidential service that one might not like to confess to using?)
And that’s exactly how it works… with just about everything.
We bought our house as a private sale by word of mouth. We got such a great deal that I gave (and still give) the previous owner free computer support. She tells everyone she knows about me (well, except for the part that I don’t charge her anything!)
It is a good relationship… and then for the new people, sometimes you have those little jobs that really don’t take long. So instead of charging them, you just say “it’s on me” - and they tell someone.
Or the latest one I did - the girl is good at sewing, so I’m going to get her to alter some of my clothes!
Scratch my back, I scratch yours, you scratch mine…
-Brett
The essence of the story is 100% correct, it’s amazing how many don’t bother to thank referrers! And IT is the way small business grows organically.
(However, as I’m sure any of your UK readers will agree, actually getting to to turn up at all or even come round to take a look at the quote is the hardest part).
@TravelGuy—Thanks for your comment and welcome! It is amazing, isn’t it? Not even a phone call sometimes. And funny how even though we may not expect a thank you for the referral…we sure do recognize (and remember) that we didn’t get one.
@Brett—What a good deal you have going there! House and clothes, now all you need is someone to cook. Very interesting how you turned free help into money. Very interesting indeed…
@GirlPie—That’s true…he and and his staff always do a fine job, and of course word gets passed by the new customers, too. Best we know, the only problem with the setup is everyone tells him they want the “Family Rate” because Mom sent them…whether or not they’re family
(as for spreading the word on confidential services, I dunno…that’s a good question. How does the word get spread when the service is one to keep mum on? Hmmm… Anyone got an idea for GirlPie?)
@Wendi—Welcome back and thanks! You’re absolutely right…courtesy goes a lonnnng way, especially since common courtesy ain’t all that common.
Maybe what’s shocking and sad, then, is that businesses get too big or too busy or too whatever to remember the basics of being polite, and then pay someone to school them on it when their momma told them for free back when they were 6 years old?!
And how crazy is it that they pay customer service consultants a zillion dollars for a big fat report that essentially says, “Stop being an ass. Your customers don’t like it when you’re an ass.”
LoL
Thanks for the great comments, y’all!
@Crystal,
I know! We probably saved about $9000 by going private, so I figured the least I could do was fix her computer from time to time!
I’m sure I could arrange for cooking too, if I put my mind to it…
-Brett
Crystal,
I haven’t gotten in the zillion range yet, but when I do, I’ll let you know how crazy it is.
We usually charge about 500 bucks to tell someone they’re an ass. Depends on how big an ass we’re talking about. Discovering a big company is a collective ass is harder work than discovering a little company is comprised of just a few asses.
Believe me, if that’s what your big problem is, it’s worth every cent. Even a little guy would make it back in two weeks.
I guess in the zillion range, the big fat report has to be about as large as the big, fat ass.
If I blog about you, you generally get to find out you’re an ass for free.
If this doesn’t get me stuck in a spam filter I don’t know what will.
Until later,
Kelly
Recent blog post from Kelly: Tip of the Week: Learn Something Old Every Day
Kelly—LOL!!
Oh no, that comment wouldn’t have got stuck in my SPAM filter. The truth always gets through, no matter what the language is like!
Great, great comment!
That is what the blog I look after is all about!
My business took off when I implemented referral fees into my business. I let my friends, family and customers know if they sent business my way, they got 10%.
That turned everything around, and I’m extremely happy to pay that 10%. I pay for Value, and when someone sends business my way - they are creating HUGE value for me - and the best way to show my appreciation is paying them.
Joe sounds awesome because he realized the value your mom created for him and he made sure to show her.
Hi Shawn—Thanks for another great story!
The view from the other side of that referral fee setup you have looks pretty grand, too. I’d bet your friends, family, and customers are happy to help out their own friends, family, and customers…not just for the money, but with the certainty that you’ll take good care of them.
So very clever, having a paid sales staff that you only have to pay when ya make something. A simple idea that like you said, can make all the difference!
Now how to apply this to building website traffic…hmmm…
[...] Crystal Clayton explain how businesses can form customer service relationships in You Scratch My Back And I’ll Scratch Yours And You Scratch My Back And … [...]
Hi Crystal,
Kelly said I should come over and scratch your back because you’re feeling kind of itchy. *scratch, scratch*
Do you feel better!
I agree with this philosophy. It’s how humanity works. And monkeys too! I love these monkeys. What’s really funny is when they pick the bugs of eachother and eat them. Nothing wasted.
Howdy Ellen: Much better, thanks!
Just popped over to Kelly’s, and what a great Wednesday Words quote!
And that’s pretty danged funny about the monkeys… There’s another post in there, somewhere. Hmmm…
sometimes i wish i was an animal. life for them is so much simpler. get food and monkey around the rest of the time @_@
@Papa Bear—HA! Yeah, it’s all picking nits, eating bananas, and fun and games until a lion walks onscreen
i am very much glad to see your site.
[...] great comments from consultants and service providers on how they set and stand by their rates. You Scratch My Back And I’ll Scratch Yours showed the benefits of client incentives, and the comments that followed touched on commissions and [...]
Now this is the real power of word of mouth and referrals. It’s also proof that business relationships should be fostered well and customers always served right.
This is a great story. It was a good read aside from the lessons learned. Thanks for sharing!