Early in my business journey, I got confused between over-servicing and creating real value for clients. Here’s the thing: you lose money every time you over-service.

For example, a client needs a laptop in three days. The supplier has stock in Perth. We can either pick it up or have it delivered via courier. Over-servicing looks like this: my colleague drives to the supplier’s warehouse, picks up the laptop, drives back to the office, and starts working on it immediately. This action results in a loss of time, money, and productivity for our business.

Does it matter if the client gets the laptop today, tomorrow, or in three days? Not really. The urgency is unnecessary and counterproductive. At best, you’ll get a “thank you, you’re great.” But here’s the kicker—when a client says they need something in three days, they usually have a buffer of four or five days. If you rush it out, you’re setting a precedent. Next time, they’ll expect an even shorter timeframe. That’s how you train clients to become demanding clients.

So, how do you create value instead? In the same scenario, say this: “Mr. Client, it seems like you’re traveling with the laptop quite a bit. Why don’t you get one with LTE built-in rather than hot-spotting with your phone?” Or, “I found a deal that costs an additional $150—would you be interested?” This is how you create value. You’re solving a problem they might not even realise they have and enhancing their experience, rather than just doing more work for the sake of it.

Remember, delivering value is about smart service, not over-service. It’s about making a real difference, not just ticking boxes.

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