Treat Your First and Special Customers Exceptionally Well
When you start your business or when you introduce a new service or product, treat your first or special customers or clients exceptionally well—even if you have to subsidise this or give away things. Your exceptional service and generosity will accelerate positive word of mouth.
For example, one new advertising company offered prospects a free TV advertisement in exchange for the chance to pitch for their future work if the ad was successful. Another idea is to hold a special show or sale for preferred customers and allow them to bring a friend. For example, a women’s clothes store holds fashion shows for select guests and their friends and allows them to shop at a discount after the show.
Another store invites its special customers to shop the day before its sales start and offers them an additional 10 per cent off the sale prices. Or you could introduce a loyalty program that entitles customers and clients to discounts or free gifts after a certain number of purchases. Many book stores and cafés use such loyalty programs.
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