If your clients only get what they expect, you’re already losing them.

Let’s be honest, most B2B businesses believe they deliver ‘great service’. Yet, when you scratch beneath the surface, what’s often on offer is just… good enough. The average “Net Promoter Score for B2B businesses in the UK is between +5 and +20. While an NPS above 0 is considered good, B2B companies with scores over +30 are considered to have a solid, competitive, and healthy performance, while top performers score over +40. If you lead your industry sector, you are likely to be growing twice as fast as your competition.

The trouble is, in today’s market, good enough is often accepted, and to customers it is invisible. It’s forgettable. And it’s quietly costing you repeat business, referrals, and growth.

The Tale of Two Clients

Client A: We once worked with a company that prided itself on its efficiency. Every project was delivered on time and on budget, and when the contract ended, so did the relationship. While there were no complaints, there was also no enthusiasm. Client after client drifted away, lured by a competitor who offered a similar service, just with a little more warmth. The New Business Team pulled in £2,000,000+ each year, while about the same turnover in current customers walked away. Strangely, they did not have a “Customer Service Team,” and the “Account Managers” spent more time on new business than on “Account Management.” The MD decided the only cure for losing one customer was to go out and win another. It is tough to fill a bucket when you have holes in the bottom.

Results? The company just could not grow. Sadly, the MD would not change his approach

Client B: Contrast that with another client who went way beyond delivering on their promises. They took time to understand the people in the client’s teams. They tried to understand each client’s culture. They remembered birthdays, they followed the client blogs and social media, sent handwritten notes after a tough quarter, and personalised everything they shipped to a client, a packet of Smarties, a tube of fudge, a white paper, and a magazine article. Something relevant. Something different. They tried to add value in every phone call and meeting by thinking about the client’s business goals and tasks, along with their personal preferences. They tried to think ahead for the client, to predict what they had to do next in their own role, and provide some kind of assistance or insight to help them.

Results? Very few clients left, almost all of them kept buying and many gave referrals.

The Unreasonable Hospitality Mindset

Unreasonable Hospitality is a great book by Will Guidara in which he shares the principles and routines that enabled his two Michelin Star Restaurant to become so good in both the quality of the food and, most significantly, delivering unreasonable levels of service that in 2017 it won its third Michelin Star AND was voted the “Best Restaurant in the World.”

Unreasonable Hospitality isn’t about grand gestures. It’s about making clients feel genuinely seen and valued. It’s about noticing the small things, acting on feedback, and surprising people in ways that matter to them.

In “Unreasonable Hospitality,” Will Guidara reveals how extraordinary service isn’t just about exceeding expectations; it’s about creating moments that clients will remember and share. The book’s core message is that hospitality isn’t reserved for restaurants or hotels; it’s a powerful differentiator for any business, including B2B.

Guidara’s key principles include treating every client as an individual, obsessing over the details that make people feel valued, and empowering every team member to create “wow” moments. He argues that genuine hospitality is proactive, not reactive: it means anticipating needs, surprising clients with thoughtful gestures, and making every interaction feel personal. Unreasonable hospitality is also about listening deeply, seeking feedback, acting on it quickly, and showing clients they’ve been heard.

Another central idea is that these moments don’t have to be expensive or grand. Often, the smallest, most authentic touches, like a handwritten note or remembering a personal milestone, make the biggest impact. By embedding hospitality into your culture and daily routines, you turn satisfied clients into enthusiastic advocates, setting your business apart in a crowded market.

If you’re ready to move beyond “good enough,” these principles offer a roadmap to unforgettable client relationships and sustainable growth

Are You 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.

Ready to stand out from the crowd?

Start by making just one client feel genuinely seen this week, whether it’s a thoughtful note, a small surprise, or simply asking what would make their day. Then watch what happens. If you’ve got a story of great (or not-so-great) service, share it on LinkedIn and tag us in so we can comment on your post.

And if you want help to raise the bar, please email me here.