“You returned my amplifier better than before!”
Audio Lab was a chain of hi-fi specialty dealers in the Boston area. In a very competitive market, they sold and repaired high-quality stereo components—at high-quality prices.

One of the things that set Audio Lab’s service apart was the fact that every unit brought in for service was cleaned and vacuumed. Finger marks and dust spots on front panels were scrupulously cleaned, and all exposed areas of the components were vacuumed. Then, the unit was wrapped in heavy grade clear plastic and sealed with masking tape.

Often, customers would remark: “You returned my amplifier to like-new condition!”

Removing finger marks from front panels and vacuuming dust off the unit itself may not have contributed to better sound, but it certainly made customers feel better about the unit—and Audio Lab’s service prices. Cleaning and vacuuming didn’t work on an electrical level, it worked on an emotional level—where decisions are really made.

Take-away. What can you do, when delivering your product or service, to add emotional value to the transaction you provided?