During this time, reinforce the benefits of your product or service.

This is because psychology tells us these customers are more likely to tell their friends (give referrals) about your products or services right after they make the decisions. Day by day the satisfaction will dwindle.

Telling customers before and during their purchase the benefits can only last a few days. During those few days they might not find the time to tell others. Give them a brochure, catalog, or membership benefits packet.

It has to be flashy and not simply a white piece of paper with words on it. This could easily become the gum on the bottom of the waste paper basket if you do not put in the additional customer service after the customer leaves the store. Considering 75% of the U.S. population spends an average of 10 hours per week online, a web site is necessary for your customers to take your store, services, products, and the experience with them. But that 25% gap needs to be filled.

That's why I advise to provide a small but flashy tri-fold brochure (instead of a 50 page catalog) with every purchase. Place the brochure in the customers bag after giving them a little information on what it is. Include a cut out coupon (they are beneficial in this context) in the brochure. The customer is less likely to throw away the brochure then.

They are also more likely to read the rest of the brochure as they skim the coupon and more likely to make it a part of their referrals. Later this week I will show you how to turn your business card into a valuable business tool in highly competitive markets.