As high tech methods depersonalize our businesses in some ways, the balance of high touch methods will become increasingly important. Agents and companies will bask in a plethora of referrals once they find ways to delight, astound and wow their clients. These high touch methods will keep clients coming back!

Jenny Craig said, "It's not what you do once in a while, it's what you do day in and day out that makes the difference." Are you designing new ways of treating your clients very, very well?

A recent experience I had gave me food for thought in this area. After spending much time and energy on researching the best long distance service available for my calling needs, I finally made a choice. One of the important features to me was a calling card rate that was wonderfully advantageous when travelling. The first time I tried to use it I couldn't get through, and I had to call to have the customer service put the call through for me. The next time, the same thing happened and the customer service woman asked me if I was trying to use it from a hotel or pay phone. Now, I don't know about your habits for long distance on the road, but, of course, I was either in a hotel or at a pay phone! Where the heck else would I be?

I thought "What a stupid company if they have glitches from the very phones I need". I knew I had made a bad decision and was all the more irritated because this whole phone rate thing is so incredibly complicated and intricate. My stomach tightened and I felt helpless. Oh, if there were just some easy black and white choices with these technologies!

I decided not to talk more with these customer service folks, but to go straight back to the salesperson, Jim, who had sold me the service. I was going to tell him how unhappy I was. He had given me an 1-800 number in case I needed anything and followed up with a welcome letter after my service began. When I reached him, I told him how inconvenient this had been and how unworkable this was. He listened. He sympathized. He asked me if I had activated my card - Activated my card?", I asked baffled. "In your welcome letter, there were instructions to do this," he gently offered and then quickly asked , "What is your mother's maiden name?" and he said, "Let me call you right back". My ire with their incompetence was quickly evaporating and turning into that awful feeling that I get when I have overlooked the obvious because of my "non-attention to details" personality disorder!

Within 3 minutes, Jim called me back. "I've activated your card and you shouldn't have any more problems," he said cheerfully. As I hung up, I realized I had seen a sales pro in action. He let me vent, and let me fully express my dissatisfaction without being defensive. When we determined I was at fault, he minimized my feelings of stupidity and the coupe de grace. Instead of telling me what to do to fix it, he automatically got into action and took care of it instantly. These things happened so quickly and professionally, it would have been easy to miss the brilliance with which Jim handled the situation. It had been easy to reach him because of his welcoming note and the fact he'd given me his 800#. His responsiveness was immediate and the way he avoided making me feel stupid all left me feeling like a valued person. It's the little things that count.

Educator, Marion Wright Endelman reminds us, "We must not, in trying to think about how we can make a big difference, ignore the small daily differences we can make which, over time, add up to big differences that we often cannot foresee." Those little things often make the BIG difference! A great book of ideas about marketing and customer services is Selling The Invisible by Harry Beckwith. He reminds us each point of contact is an opportunity to create loyalty and do some little thing that will make a big difference.

The feelings of vulnerability with the myriad elements involved in buying and selling a home often can impact our clients as I was impacted with this technology. Our ability as sales people to lesson the anxiety, to be problem solvers, to be proactive and to go above and beyond is the edge that distinguishes the ordinary from the extraordinary.

From the unseen and unknown actions we take for our clients - to the value-added services that are designed especially for our target market, we have the opportunity to serve clients with a standard of excellence. How can you raise your standards this month? Is there a part of your system of service that needs updating based on the changing market needs? Are there new services or strategic partners that you should add to increase your edge? What are the actions you will take this month to become more extraordinary? Eleanor Roosevelt said "When you cease to make a contribution you begin to die." The dynamics of quantum physics says, "What we give, comes back exponentially." Are you ready to be EXTRAORDINARY?

Published: June 3, 1999

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Editor's Note: This article reflects the opinions of Joeann Fossland only and not necessarily the views of this or any other publication, organization or Website owner.

Joeann Fossland ePRO, GRI, MCC, PMN, SRS is a dynamic, international speaker and business coach. She personally coaches a small number of extraordinary agents who want to leverage their production results and have a life they love! She was recognized as one of the 25 Most Influential Women in Real Estate in 2008 by Stephan Swanapoel. Subscribe to her free Tuesday Tips, attend Fossland's Forums, free monthly tele-seminars, and find out about classes delivered by email and personal coaching by visiting Joeann.com or email her at . You can also connect at Facebook and Twitter.