We live in a world where businesses in every sector are at risk of becoming increasingly commoditised. The internet has opened us up to competition from around the world, and sites like guru.com mean that even service professionals are now at risk unless we can give potential customers a real reason to work with us rather than just going with the cheapest option.
Your clients have certain expectations of you.
They expect you to turn up on time. They expect you to listen. They expect you to deliver on your promises. Yes, they even expect you to help them with the issue you told them in your marketing that you can help them with!
They consider all of these as "standard". Which means that when you deliver it, all you're doing is meeting their expectations.
Guess what, meeting expectations doesn't get you very far. In fact, all it really does is keep you in the game.
If you want your clients to refer you on, if you want them to give you a glowing testimonial, if you want them to LOVE you then you have to give them a reason to do all that.