If you are giving your customers only what they expect, you’re in danger of being made redundant by the clever marketer who knows how to add value to his product or service. So here’s some direct marketing ideas to make sure this doesn’t happen.Or if you’re just doing enough in the way of service to get by, then lookout for the savvy entrepreneur who knows what we buyers really want. Here’s an example to illustrate my point.A couple of years ago my wife and I went shopping for swimming pools. I’d thought it would be easy. Go to a pool place, choose what I want and then they would take charge and get the job done. I had money burning a hole in my pocket and I was determined to spend it. Easy right? Wrong!You see, the pool place I chose did not offer installation of the pool. They only sold them. And what’s worse, I had to take care of delivering the damn thing myself. What?It was like I was caught up in some Twilight Zone movie where everything works back-ass-wards. I couldn’t believe what they were telling me.Did I buy the pool from these guys? What do you think?Look, I want things done for me. I don’t want to have to track down three different guys to do the one job. So let’s look at what these clowns wanted me to do. First, buy the pool off of them.Second, locate someone to install it. Third, locate someone to deliver it. Fourth, locate someone to put the fence up around it. Shit, these guys didn’t have a clue and they just blew a five figure sale.Here’s what should have happened.You buy the pool and they organise the lot. Delivery, installation and pool fencing included. The customer doesn’t have to do a damn thing. Just pay the money and then go swimming. Sheesh, how easy is that? So, think about this…What opportunities are you missing out on? What services and or products can you include to add value to your business and to make it easier for your customers to give you money?