Guerrillas know in their bones that the prime reason is the buyers have confidence in the sellers. That is closely followed by the quality of the offering. And fifth comes price. To some people, fewer than 20 percent, price is the number one criterion. But those attracted by price make the most disloyal customers because they re easily wooed away by somebody offering a still lower price.
Guerrillas build their businesses on loyal customers.
Possessed with that insight, they do all in their power to maintain loyalty. They may do it with frequent-buyer programs. They may do it with special events centered around customers. They may do it with fervent follow-up, with their newsletter, with little freebies for their customers. But most of them do it by recognizing the customer and using his or her name, by talking about personal things before getting down to business, by listening very carefully and sincerely to what their customer are saying.