Service Plus 30%

A strategy for building business relationships and generating referrals by providing service significantly above expectations, as shared by Jesse Itzler.

Core Concept

• Provide expected service plus 30% more effort
• Goal is to exceed expectations in unexpected ways
• Focus on creating memorable experiences that generate organic referrals

Example Implementation

• Basic expected service:

  • Return calls
  • Handle emails
  • Manage basic customer needs

• The "+30%" service additions:

  • Research and vet pediatricians for clients traveling to Mexico
  • Make dinner reservations for every Wednesday at 8pm during their vacation
  • Anticipate needs before they arise
  • Go beyond typical business relationship boundaries

Results

• Clients receive unexpected level of care
• Creates memorable experiences
• Generates organic referrals
• Builds long-term relationships
• Creates "rinse and repeat" business model through referrals

Key Success Factor

• Must be genuine and authentic care
• Focus on details others wouldn't think about
• Consistently maintain high service levels
• Think beyond typical business relationship boundaries
• Create "wow" moments that people want to talk about

Real World Example

• First client (Josh Koppelman) received exceptional service
• Led to referrals that helped build the business
• Became foundation for growing Marquis Jets
• Pattern repeated for 5 years to grow the company

This approach turned into a sustainable business growth strategy through word-of-mouth marketing and referrals.