I never know what to expect when I get in the back of a taxi. I am literally rolling the dice on whether or not the taxi driver will be on the phone in any foreign languages ​​during the trip, whether or not I can smell the plates of local food that have been eaten in the car, and whether or not I would regret my decision not to wear a motorcycle helmet before getting into the vehicle.

I recently traveled to Dallas, TX to speak at a sales convention. It just so happened that the New York Giants and the Dallas Cowboys were playing the day of my arrival. It also happened that the Texas Rangers were in the playoffs and would soon be going to the World Series. Why is this important? All rental cars were at least $250 due to increased demand. While I usually love having a rental car when I’m in town, I couldn’t justify the expense to my meeting planner. I decided that I could just take a cab for all my transportation needs while in the Lone Star State. This journey will give you several key tips that will help you not only grow your business, but also help you build a strong base of returning customers.

When I disembarked, I grabbed a bagel from one of the airport delicatessens. As much as I don’t like eating on the run, I’m also very aware of what happens to my mental acuity when my stomach is empty. With my briefcase slung over one shoulder, the crossover garment bag on the other, and my bagel in hand, I headed out into the warm Texas morning.

I hired the first taxi that came my way and hopped into the beat-up minivan for my 20-minute ride to my client’s office. After giving the driver the address of my destination, he quickly left the airport. After about a mile (as we weaved in and out of traffic), he began entering the destination into his phone to get the necessary directions. Now we were traveling down the highway at 80 miles an hour in a minivan that smelled like bad Indian takeout, and had a driver who it happened to streamline texting on his phone while my life was in his hands.

This driver was so abrupt in his driving habits that I began to feel like I had just stepped off a roller coaster. I’ll spare you the gory details about how he got lost three times while he was on his way to my destination, which was only supposed to be 21 minutes from the airport in traffic. When he dropped me off at my destination (just 58 minutes later!) he tried to ask for a $70 cab fare. I’m a pretty generous person, but I’m not stupid. I retrieved my bags and paid the fee (much less than $70) with him and continued with my morning meetings. Needless to say, I wouldn’t recommend it.

I called a different taxi service at the end of my meeting and was desperately hoping for a better experience while another stranger took me to my hotel. I walked out of the building and saw a luxuriously equipped city car and driver waiting for me.

I really hoped I hadn’t mistakenly called a limo service! The driver introduced himself as Thomas and helped me with my bags. As I sat in his clean, comfortable leather seats and gave him my destination, he promptly entered the address into the navigation system (while I was still parked!) and told me it would be about a 20-minute drive. Thomas asked what he brought him to Dallas for, how long he had been talking and about my family. I reciprocated and began to build a fantastic relationship with him. He told me that his father had just become a naturalized US citizen just minutes before he pulled into the parking lot to pick me up! He then continued on how great America was and how the company started several years ago with a focus on service. Today, this taxi service boasts seven luxury cars and a loyal customer base of more than 4,000.

This story of a man enjoying the American Dream can also impact your business in the following ways:

1. When in doubt, offer some simple luxuries. Whether your assistant asks guests if they’d like a water or coffee while they’re waiting in your lobby, or continually focuses on getting to know your customers, people are much happier when they feel well taken care of.

2. Keep things simple. I was recently working with a banking client who told me about his approach to 5G technology for customer relationships. They make things so simple that a fifth grader could understand them. The simple things are the most important.

3. Stay in touch! I like to take some notes after meeting someone that makes them stand out. I will often refer to them when I have the opportunity to speak with them again. When I called Thomas to verify some facts for this article, not only did he remember the hotel he dropped me off at, but he also remembered a few other details. This creates customers for life!

In today’s overly cynical and competitive marketplace, you can’t leave the “little things” to chance. Those little things add up to amazing achievements over time. Now, if you’ll excuse me, I’m going to grab a box of Dramamine, a bagel, and a motorcycle helmet. Time to call a taxi and head to the airport!