My wife and I regularly share dinner at a mexican restaurant near our home. The service is usually pretty good, though variable. A few weeks ago we had an exceptional waiter serving us. He did everything right. He was friendly and attentive, and made sure we were pleased with everything. We enjoyed a little conversation with him at the end of the meal and when we complimented him on his exceptional service he suggested we could ask for his table the next time if we wanted to.

A week later, that’s what we did. This time he lingered a little longer, spending more time chatting with us, asking about some of our interests based on what he observed. He stopped by our table often, and made sure we were happy with everything. He was generous with his time, and we were generous with our tip.

The next time we asked for his table, he arrived with a pitcher of sangria, two glasses of water, and two wine glasses with ice, just like we had ordered in the past. He tried to anticipate our needs and accommodate us the best way he could, through exceptional and unforgettable service. If our waiter ever has his own restaurant, I’m sure it will be a success.

It’s relatively easy for waiters to provide personal and memorable service, as all they have to do is do what is best for the customer, even if it requires additional effort on their part. But it’s just as easy for large businesses to do the same. Zappos.com has built a reputation around exceptional and unforgettable service. It’s so good that they are growing their business largely on word-of-mouth advertising. I’ve never bought a pair of shoes from Zappos, but I’ve recommended them to others simply based on what I have heard. I want to be a good guy, contributing to someone else’s delightful experiences.

Social marketing is really quite simple. Help yourself by helping others, even if it means recommending a competitor’s product. What you lose in a sale, you gain in loyalty and reputation. Treat a customer fairly and honestly, and you’ll soon see their friends at your door. We’ve recommended our waiter to our friends and other regulars at the restaurant. Anyone who delivers memorable service deserves all of the success they can handle.

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