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As an online merchant, your customers cannot see your face. They cannot hear your voice when

you are recommending your products, and they cannot see the emotions on your face when you

are telling your customers what benefits they can derive out of your products.

The Internet is a level playing field for every Internet marketer and merchant out there. The

sheer connectivity means that you can reach every individual in the world. You are not

limited by geographic constraints and anyone can be your customer or client.

This is precisely why you should overdeliver. When every competitor of yours has access to

everyone in the market, your only way of winning the battle is to overdeliver, again and

again. When you overdeliver, you present yourself as a person with the customer’s interest

at heart. You become a trusted friend and not a greed-driven marketer out looking for their

money. Overdelivering is simply your only way to differentiate yourself from your

competitors.

You can start overdelivering by providing superb support for your customers. How many times

have you been turned away with rude answers when asking about a certain product you

purchased? Compare that with the number of times you have been provided very good service, as

if you’re being helped by a personal friend. The ratio is just off balance, proving how

scarce good customer support is. By providing excellent support to your customers and

answering to their every needs patiently, you will gain customers that are fiercely loyal to

you because they know you have their best interest at heart.

When you provide excellent customer support, you’re already ahead of most of your

competitors. Take it a step further and think: in what other ways can you over deliver to

your customers?

One very good way is to give your customers a pleasant surprise when they make a purchase

from you. For example, if a customer buys your cooking utensils, you might throw in a bonus

recipe book for them. However, do not use the bonus as an incentive for the customer to buy

your products. Your products must be good enough to make the customer buy it in the first

place, and the bonus must serve as a surprise element; you must not announce it in the

product catalogue.

The final way is to build a long-lasting relationship with your customers. If a customer buys

regularly from

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