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Effective Tools for Building Strong Customer Relationships - Try Before You Buy
An important aspect of any customer relationship is trust. It goes without saying that establishing that trust is paramount in new customer relationships. A good way to tempt new customers who may have reservations about buying a product or service from you is to use a "try before you buy" strategy.
Many businesses use this effectively. You've probably done most of the following things:
- Tried a free sample of a product (soap, shampoo, lotion.)
- Received a free newsletter (like the NEBS Advisor.)
- Stood at a listening station in a record store listening to an album you are considering.
- Ordered a free issue of a magazine.
- Test drove a car you either did or didn't buy.
- Asked for a taste test (you know that little wooden spoon) at an ice cream shop while you were trying to make up your mind.
- Used a "get your first one free" coupon. If you are an avid Internet user - downloaded a software demo or a music demo.
A good example is right here on this Web site. Deluxe offers free samples of its products for customers.
"Try before you buy" also works well in the service industry. A good example is the local fitness club that gives potential customers a free trial membership for a certain amount of time (usually a week.) At that point, hopefully the customer is enjoying the club so much that he or she signs up. Same theory.
"Rent to own" is a similar strategy that some types of businesses use. Here, you are asking the customer to invest something in your product, but allowing them to discontinue the relationship (give it back) at any time. While the product isn't free, it's a very small investment on the customer's part, which may turn into a bigger investment. For example, a customer may rent furniture from you, and later buy it.
Next Topic: Customer Loyalty Strategies
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