The Extra 5 Miles

I was talking to a customer of Dan Chaffin Furniture Makers who said:

• "Every time I get a quote from them, I can’t believe how much they cost. But every time we finish a project, I can’t believe how little they cost."

It’s the quintessential definition of value: getting more for your money.

As designers and manufacturers of high-end heirloom furniture, their work is not cheap. So how do they create perceptions of value at such high price points?

It’s not the final products themselves, as they always deliver exactly what they promise.

Rather, it’s the outstanding personal service that owners Matt Frederick and Dan Chaffin provide to every customer that leaves people saying, “Wow, is that really all they’re charging me?”

They don’t just go the extra mile; they go an extra five miles.

They communicate openly and honestly, always maintaining a sense of humor along with their desire to make their products perfect.

I’ve witnessed them voluntarily supervise other contractors for clients to make sure jobs go right. I’ve seen them help clients think through other implications of renovation work to help avoid pitfalls and delays. They routinely provide advice and services far beyond the scope of work, and do so with smiles, jokes, and great attitudes.

There is no script they’re following. It’s not planned.

They are simply driven to help their clients as much as they possibly can, and it shows not just in their incredible furniture, but in the service they provide every day.

And it’s that dedication to their clients that creates such strong perceptions of value.

(See their original and inspired designs at their website, and read this recent review of their work.)