60. Creating your customer experience: Lessons from Disney and beyond

For this episode I’m joined by Vance Morris—a guy whose journey goes from rock bands to Disney to running premium home services, and now helping businesses “Disney-fy” their customer experience. And let me tell you, the parallels to sales are everywhere.

If you’re in sales and think “customer experience” doesn’t apply to you—this episode will change your mind.

✅ Systems Create Freedom… and Room for Delight
At Disney, every detail is scripted and systematized so cast members can focus on the magic. It’s the same in sales: if you’ve got your basics dialed in—your research, your process, your CRM—you’re free to actually connect with buyers and deliver value instead of scrambling.

✅ First and Last Touches Make or Break You
Disney obsesses over the first impression (parking, music, greetings) and the final moment (fireworks). As salespeople, our first touch is the brand experience. Whether it’s an email, call, or meeting, buyers decide quickly whether they trust us—or not. And how we end a conversation matters just as much.

✅ Experiences Beat Transactions
Vance’s carpet cleaning business sends a $5 gift box to every customer—just a small delight that led to a 26% increase in higher-tier sales. In sales, it might be a thoughtful follow-up, a handwritten note, or sending a “lumpy mail” package that stands out. It’s about making buyers say: “These people are different.”

✅ Don’t Race to the Bottom
Salespeople who lead with discounts or lowest price become commodities. Vance urges businesses to charge for the experience they deliver. In sales, we need to sell on value, not price—and confidently walk away from bad deals.

✅ Retention > Acquisition
It costs Vance $135 to get a new customer, but only $22 a year to keep one. Salespeople too often chase new logos and forget that existing customers are way more profitable. Delight your customers, and they’ll stay—and buy more.

✅ Delight = Revenue
Disney servers giving FastPasses to stressed-out families is a perfect metaphor for sales: solve problems proactively, even ones that “aren’t your department.” It builds loyalty, trust, and bigger deals.

We also dig into:

• Creative ways to stand out (cowbells, coffee mailers, even rubber feet for “getting a foot in the door”)

• Why salespeople should never be boring

• Why “what would Grandma do?” might be the best sales strategy ever

• The real meaning of primacy and recency in sales conversations

• Why you should never assume buyers think like you do

Bottom line: As salespeople, we’re in the experience business. Every touchpoint is your chance to create delight—and separate yourself from the crowd.

Get more from Vance:
→ Grab his free guide: 52 Ways to Wow Without Breaking the Bank
→ Check out his business and Disney bootcamps: deliverservicenow.com

Thanks, Vance, for an awesome conversation that’s pure gold for anyone selling anything!

#Sales #CustomerExperience #RevenueGrowth #DisneySecrets #ThoughtsOnSelling