Going the extra mile VS. Giving away the farm

July 27, 2016 by Aaron Demarest

Recently the topic of going the extra mile had come up in conversation. What does going the extra mile mean truthfully?
I think it’s all in the eye of the beholder and what someone is WILLING and ABLE to do to put their best foot forward to ensure positive results.  I’ll give an example.
If you’ve been contracted to provide DJ services for a wedding and the expectation has been set for you to do so, you do it with enthusiasm and professionalism. Because that is what you are being paid to do. Going the extra mile might be checking in with your client several times throughout the wedding to ensure that they are happy and asking if there is anything that they need and communicating those needs to others who can help. (ie: Caterers, Photographers, Etc)

But when it comes to the difference between going the extra mile and giving away the farm, it boils down to money. If you’re a business, you need to evaluate your profit margin and associated costs with making a profit. If you book an event that requires the hands of many to pull it off, your client should be charged accordingly so that your help as well as your business are able to effectively pull it off. But when you bite of more than you can chew, that is where you can find yourself in a precarious position. In a video about sales a couple years back, Brian Redd was quoted saying, “Always under promise and over deliver.” This is a great way to keep clients happy and improve your customer service skills.
What client would not be happy if you didn’t exceed their expectations? If you go the extra mile to make sure that your clients are happy and comfortable, they will more than likely thank you for it with a flattering review, a possible monetary tip, or the ultimate prize, a referral for another event. But there is a grave difference between going the extra mile and giving away the farm. If you throw in a bunch of additional services or reduce your profit to zero just to fill the date on your calendar and do it consistently, you are setting an expectation. And as any seasoned consumer knows, if it sounds too good to be true, it probably is.

Take your cues from lighting manufacturers like Chauvet for instance. If you purchase a Chauvet EZ Pin IRC, it comes with a carrying case and IRC remote to help control your new lights. Those things cost money to the company to provide. They are not free. BUT, even though they are not free, they add tremendous value to the product because it saves time and the hassle of trying to find the right case and remote to use the gear effectively. That is an example of going the extra mile. Comfort and convenience is key to successful sales. But be sure to get paid for your time and efforts.

In the end, if you practice smart business, your clients will get what they want, their experience will exceed expectations, and you will sleep a lot better at night during the 4th quarter when the phone gets a little quieter.

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Aaron Demarest Aaron Demarest (5 Posts)

Aaron is a mobile dj, musician, audio engineer and proud father of 2 from Connecticut and the founder of Pryme Tyme Entertainment specializing in weddings, schools, and corporate events and owner of PTE Audio serving the entertainment industry with over 150 brands of pro audio and lighting equipment.


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