Our Storytime series is based on the premise that stories are one of the most powerful ways to learn and so this series explores topics we think matter greatly to the success of small business owners and artists and creatives. One of those topics is showing customers that you appreciate them because there is a vast body of research as well as countless anecdotes of how showing customers you appreciate them directly impacts the degree to which your business will succeed and grow. Below, you’ll find stories of how some very talented entrepreneurs have made their clients feel appreciated.

Marina Larina

One of the best ways I’ve shown appreciation for a client was by consistently finding ways to go beyond their expectations. I’ve always believed that over-delivering, even in small, unexpected ways, creates that “wow” effect clients never forget. For example, after completing a project, instead of just handing over the final deliverables, I might create additional content that wasn’t part of the original plan — whether it’s a bonus set of graphics, a deeper analysis of their audience, or an extra strategy session to help them refine their long-term goals. Read more>>

Barbara Balderas

Appreciation is demonstrated when you consistently deliver results for your clients, year after year. However, we also prioritize giving back to the community through various initiatives such as raffles and complimentary services to those in need. Serving my community has been the most rewarding job I have ever had. Giving back to them reminds me of when I was in need and received help from strangers. I know it was life-changing when someone did something for me in a time of need; therefore, I know first hand the relief of getting the correct assistance to solve a significant problem. Read more>>

Marisa Douty

Every wedding or event I am working on, I take extra care because these are the most important events in people’s lives. One thing I love to do is make sure every event I flower for, I provide a personalized touch. I had a past couple that were SO kind to me throughout the entire planning process. They were gracious, let me have creative freedom which showed they really trusted me. Because I appreciate their kindness and trust, I upgraded their centerpieces without them knowing until the day of the wedding. Instead of doing smaller bud vases on each table, I mixed in large centerpieces throughout the room.  Read more>>

Chef Joshua Vandervort

One of the most memorable moments I had with a customer was during a particularly busy evening. There was a couple celebrating their anniversary, and they mentioned in passing that they had a favorite dish they used to have at a restaurant that no longer exists. The dish wasn’t on our menu, but I made it my mission to recreate it for them based on the flavors they described. I sourced the ingredients that same day, and surprised them with the dish during their meal. The look on their faces when they took that first bite was priceless—like they were transported back to a cherished memory. They expressed so much gratitude, and it reinforced for me how important it is to connect emotionally with food. It’s more than a meal; it’s an experience. I believe they felt not just appreciated but deeply understood, which is always my goal with every dish I prepare. Read more>>

Dkeith Wilson

A stat and two quotes. I developed my philosophy around customer appreciation based on statistics I’d read somewhere and two quotes I’d learned over my years of business experience. First, the stat: 90 percent of businesses fail. That’s a scary number you’re supposed to ignore as an entrepreneur, but ignoring it is silly. I didn’t want to be silly; I tried to figure out how not to fail. Let’s put a pin in that. Quote 1: “The purpose of business is to create and keep a customer.” – Peter Drucker. Quote 2: “Nobody cares how much you know until they know how much you care” – Theodore Roosevelt. Okay, what does all this mean? Well, it meant that if I’m lucky enough to create a customer, I can’t take that for granted and risk failure. Read more>>

Kristy Nickol

This is possibly the most simple and intuitive way to show a customer you appreciate them, but it almost feels too simple that people might underestimate its impact. I send a hand-written thank you letter to every single bride after her wedding! I will often get replies from brides saying how thoughtful it was that I sent the card, and that it mentally brought them back to the feelings of the best day of their life- which is an unexpected but very welcome outcome of sending the cards! Automated communication is a great resource in the toolbox of business owners, but the positive impression from a personal interaction is irreplaceable. Read more>>

Gianna Gutierrez

When I think of the things I have done for my clients to show my appreciation, it is difficult to choose just one. However, there is one case I will never forget. I give my clients a safe space for them to express what is going on in their lives without judgement or just someone to talk to while they are pampered. I had one client who was expressing her own mental health concerns and financial problems with the current economy. She stated how she loves to get her nails done regardless to make herself feel great even in her worst days. I often connect with my clients about their own situations, which in turn allows me to fully understand them. I had the urge to help her out in any kind of way so I went ahead and surprised her by servicing her for free that day. She was overwhelmed with happiness and more thankful than ever. I also have checked on her outside of our appointments to let her know I am always here for her and all of my clients no matter what! It brings me joy to know I can make a positive impact in the clients that choose me to be their personal nail technician. Read more>>

Rosmery Ramirez

One of the best ways I’ve shown appreciation to a body sculpting client was by surprising them with a complimentary foot spa service after their session. Since body sculpting can leave clients feeling a bit sore, I added a soothing foot spa with both warm and cool water to enhance circulation and relaxation. This included an exfoliating treatment to leave their feet feeling smooth and refreshed. The client was overwhelmed with joy. They mentioned it made them feel truly pampered and valued, as I went beyond just delivering the service they had expected. It was a small gesture, but it elevated their overall experience. By addressing both body sculpting and relaxation, I believe it showed that I care about my clients’ well-being and comfort, helping them leave feeling rejuvenated from head to toe. This not only boosted the client’s loyalty but also helped foster a strong personal connection, making them feel genuinely cared for. Read more>>

Leah Corrin

One of the most thoughtful things we do at our skincare clinic to show customers that we appreciate them is giving every client a fresh-cut Gerber daisy when they come in for a service. We wanted to create a gesture that would make each client feel special and cared for beyond just the service they receive. The Gerber daisy, which symbolizes happiness and cheerfulness, felt like the perfect touch. It’s a simple but meaningful way to brighten their day, offering a little piece of beauty to take with them. Clients often tell us how much they love this gesture—it’s unexpected, personal, and brings a moment of joy. For many, it turns a routine appointment into a more memorable experience. They feel appreciated, seen, and valued, knowing we go the extra mile to make them feel special. This little act of kindness creates a positive, lasting impression and strengthens the relationship we build with them. Sometimes, they return to the clinic for multiple services within the month and curate an “EOL bouquet.” Read more>>