AI can automate a lot, while it can’t remember your client’s favourite football team.

In our busy world, it’s tempting to focus on how much we can get done in a day, so anything that speeds us up is a good thing. Yet, the real differentiator is how you make clients feel. The danger for any business, especially in the B2B world, is thinking that efficiency and technical excellence are enough. As Will Guidara shares in his book “Unreasonable Hospitality,” becoming a leading organization in your field comes from creating unforgettable moments for your clients.

The Tale of Two Projects

Project A: A major office fit-out was delivered on time, within budget, and to the agreed spec. The client was satisfied, but the experience was transactional. When it came time for their next expansion, they shopped around and chose a competitor offering a small discount. No complaints, but also no loyalty. The relationship was functional, not emotional.

Project B: For another office fit-out client, their team learned about their client’s company culture and even their CEO’s passion for Liverpool FC. Then on handover day, the team surprised the CEO with a framed Liverpool shirt for his new office. The gesture cost little while it made a lasting impression. Not satisfied with pleasing one person my client found out something about each of the Senior Managers. Some had a packet of their favourite biscuits in their office, some flowers and others had something repurposed from their old office as a keepsake. That client not only signed a long-term maintenance contract but also recommended the fit-out team to two other firms. What made the difference? The team made the client feel genuinely seen and valued.

Beyond Transactions: The Human Factor

Guidara’s core message is simple: “Service is black and white. Hospitality is colour.” It’s not enough to do what’s expected; the magic happens when you create moments that clients will remember and share. In B2B, unreasonable hospitality means:

• Treating every client as a unique individual
• Anticipating needs before they’re voiced
• Empowering your team to create ‘wow’ moments

As I am often heard saying “People will forget what you did, while they will never forget how you made them feel.”

Small Gestures, Big Impact

Personal touches, remembering details, celebrating milestones, or even sending a handwritten thank you, turn satisfied clients into loyal advocates. In Guidara’s restaurant, it was the surprise hot dog from the street seller as an extra course because the waiter heard you say you regretted never having one, or the receptionist feeding the parking meter because you’d stayed longer than planned, or a special “airport take-away bag” because they heard you were going to the airport next. In your business, it could be a call on a client’s birthday, a thoughtful follow-up after a tough quarter, fixing a broken door lock while you were there for free, or tailoring a meeting to address their latest challenge. Small or large it is proof that you think of them and want to help them and support them, not just sell to them.

Building a Culture of Hospitality

Unreasonable hospitality isn’t about grand gestures or expensive gifts. It’s about consistency and authenticity. Guidara insists, “Hospitality is a team sport.” Every member of your team, from sales to delivery, can notice, remember, and act on the small things that matter to each client.

Remember these two things

1. The way you do one thing is the way you do everything and…
2. Service is in the last inch

Three Ways to Personalise Your Service This Quarter

1. Track client preferences and milestones: Keep a simple record of what matters to your clients, favourite sports teams, important anniversaries, or even coffee preferences. Use this to show you care.
2. Celebrate wins (big or small): Don’t wait for contract renewals. Celebrate your clients’ successes, whether it’s a new office opening or a staff promotion. Follow their LinkedIn Page and sign up for their newsletter so you can stay proactive.
3. Go beyond the contract: Ask yourself and ideally them, “What would make this experience extraordinary for you?” Then act on what you learn, even if it’s a small tweak. Deliver one more thing that is relevant and meaningful to them beyond what they were expecting. Make the experience of working with you memorable.

Hospitality as a Growth Strategy

The real business case? As Guidara notes, “The best marketing is word of mouth, and the best way to get it is to create stories worth sharing.” Clients who feel valued become your advocates. They stay longer, buy more, and bring others with them. We have seen it time and again: “When you put people and their experience of you first, profit follows.”

Is Your Company Memorable?

Here’s the challenge: When was the last time you surprised a client, in a good way? If you can’t remember, chances are they won’t remember you either. If you recognise your company in this blog, now’s the time to change.

Ready to stand out? Email us here for practical ways to build memorable client relationships and drive real growth.