Surprising your customers is powerful, but not when the surprise is additional costs, such as in time and money!
A nice surprise this Christmas holidays is to reward those critical few by giving them a gift they didn’t expect. Like if you really have the bucks, I definitely feel it would be worth giving an Ipad away to your best sales people that produce majority of your revenues. This is the famous 80/20 principle in action. This would completely shock them (in a good way!) I read recently in Chris Guillebeau’s book, Art of Non Conformity, that he once received a similar awesome gift from a printing company he did a lot of business with. Tony Hsieh of Zappos mentions this as “wowing” your people.
You can do this in other ways as well.
For example whenever I ask for feedback from clients, as a thank you for them replying and taking the time to write back, I usually send them a thank you card. I mean its proper etiquette.
But you know how I’d feel if I suddenly got an Ipad? Holy mother of god! My life is awesome! ” You would remember it. You would appreciate it, and thats what you do for people who kicked ass for you.