Michael Jenkin discusses the value of service in a time of low margins and increasingly stiff competition.

It was not that long ago that I recall pulling into a petrol station and an attendant ran out, started filling the car, checked the tyres and wiped the front windscreen clean.

This was service with a smile.

It seems to have been a dying art for some time and for good reason.

Margins have been reduced and profitably harder to achieve. Something had to give.

There are still a few petrol stations I know of that provide this service.

The interesting fact is I drive that additional few kilometres to be treated this way, by choice.

I seek out these “full service”, service stations.

In that industry, overservicing the customer seems to have ended many a dream.

This started the closures of petrol stations that could no longer compete with the new fast approach to petrol.

Self service.

The few that remain are doing a good steady business because we, the customer, like choice and love to be pampered.

Why am I telling you this? Think about these questions for a moment.

Have you ever gone the extra mile?

Have you ever felt like you are overservicing your clients?

In this day and age, prospective clients are looking for unique reasons to go with your firm, or for existing clients, reasons to stay and use your services.

In today’s times of low margins and a smorgasbord of consumer selection, how can you stay afloat?

How do you get recommended to other prospective clients by your clients?

How do you stand out against the company down the road?

Think about this.

If you are upgrading a client to a new computer, do you copy across their old data? I would suggest you would.

How about their Internet favourites, shortcuts, email, email signature and even Microsoft spelling dictionary? With my name often being referenced as Jenkins (it is actually Jenkin) and the Microsoft spellchecker offering a less flattering word, I appreciate having my spelling dictionary file available.

It is a small thing like this that makes my life a little better.

Is it overservicing to spend the additional 30 minutes it takes to bring these things over?

No.

I think it is servicing. It is not above what is expected.

If you make a client’s transition into a new network, a new computer or a new software application as seamless and painless as possible, is that not a benefit?

Is this not what the client deserves?

If that client then goes elsewhere for something else and does not get the same service, they will constantly be back to you because they know you respect them and think about their experience.

I am not saying work for free.

Don’t offer to do a one-hour job, and then take two hours because you crammed in another one hour of freebies to make the clients life better.

I let my clients know upfront why my service is better.

I give them examples.

I take time to work on their expectations and I try and fulfil their wishlist.

I don’t increase my hourly rate to cover the additional services, I just take more time to get the process completed and charge accordingly.

 Overservicing has often been seen as a waste of time.

Hence the “over”.

It is a great way to tie up resources doing menial tasks that the client might never need or might never have noticed.

I have witnessed this many times.

Yes, if this is what you do, if you potter around trying to make your clients life better and try and always be available in every situation, you will lose money.

You may even go out of business.

You can’t behave like a butler out of some early English film.

You are not there to wipe their feet at the entrance of their home.

You are there to make money and stand out from the opposition.

Don’t be scared to tell your client what your rates are and what you offer.

Don’t be scared to try new things and offer new services.

Know your limits.

Partner with others in areas where you have little skill. 

You are here to make sure the client remembers you, have a great experience and will recommend you to others.

The petrol station I frequent is looking for more staff.

They need more people to fill tanks and wash windscreens.

They are finding that the more they service their client, the more money and time clients spend in their station convenience stores.

This leads to more repeat business – i.e. customers returning to refill.

The better the experience they have, the more they will recommend the station to people they know.

Clearly, there is plenty of money to be made with the correct level of servicing.

I’d love to hear your thoughts or experiences, so please drop me an email at

michael.jenkin@usa.net