We ordered a sample pack of a new kind of computer paper. We even paid $10 for the samples. They charged us $10 shipping.
We ordered $150 worth of parts from a catalog on our first order. We forgot a few things, so we bought $20 more. There was a $4 ‘small order fee’.
There are certain moments when you know you just found a new customer: First phone call, first visit, asking for samples, new customer buys twice in a week.
Set up a process to identify these actions. Give them extra samples. Send them links to how-to videos. Include a coupon for a free upgrade on the second order. Have the CEO call. Send a thank-you note. Do whatever it takes to get them to come back for a second order.
(When you order from Headsets.com, they call a few days later offering help and will even send extra parts, for free, if you need them.)
Getting a new customer is hard. Don’t blow it. Impress them instead.