How to make people feel special – and spend more

As I walked into the hotel in Cork, Darragh looked up from the reception desk, smiled, and said: “Welcome back Ms Fraser, it’s good to see you again.”

Which is so cool. 

Man Holding a Cocktail on Silver Tray

Give your regular and repeat customers the service they deserve.

If you can make your clients feel that special, you’re doing well.

When I go over to Cork, Ireland, for the quarterly meeting of the mastermind group I’m a member of, we’re always in the same hotel. Cork International Hotel, just five minutes’ walk from the airport.

So they get a lot of visitors, and there are around 30 of us in the two mastermind groups – which means I’m doubly impressed that Darragh remembered me.

Last time I visited, even though I arrived at around 10am, my room was ready for me anyway – so I was all impressed at the level of service I’d received and I’d only been there about an hour.

This hotel gets it right, though. Jon, who runs the mastermind group, spends a lot of time and money in this hotel; not just for these quarterly meetings, but for any training courses and conferences he runs. And because of that, the staff treat him like an old friend, which I suppose he is. Nothing is too much trouble for any of us and we’re all treated with genuine warmth.

There’s a lesson to be learned here: great service and value should go without saying, whatever business you’re in. When I first visited this hotel, I was impressed anyway before they knew I was going to be a regular. It’s just a lovely hotel, great food, amazing breakfasts.

But for your repeat customers, the ones who spend more money with you, more often, and bring in new business, you should be absolutely ready and willing to go above and beyond your regular great service. They become more than just clients; they become friends, trusted colleagues, and co-conspirators and they deserve more of your time and attention than one-off customers or those who spend less with you.

Yeah, yeah, that’s not very ‘socialist’ or ‘egalitarian’ – but it is fair.

Why should those who spend the bare minimum with you get the same treatment as those who spend a fortune with you?

Answer: they shouldn’t.

My private clients, the ones who pay me the big bucks, could call on a lot more of my time and attention – but they don’t. Because they’re great clients (there’s a lesson there, as well).

People on my email list or in my Facebook group, though, who ask my advice via email may get an answer. But it won’t be an in-depth one, because I don’t work for free. Not because I’m greedy or unkind; but because it wouldn’t be fair to the people who are paying me for my expertise. You shouldn’t, either.

This isn’t the same as doing pro-bono work, by the way. I do pro-bono work for charities and causes I believe in sometimes. I may do skill swaps, too, if someone provides a service I can’t do myself. But I don’t work for free, not anymore.

Out of consideration for my great private clients.

Want in? Want more advice, information, and guidance from someone who’s made a mess of things, fixed it, and is now thriving? Cool beans. Start by buying my book Business For Superheroes. Click here to get your copy.



Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.

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