Price is not the only lever you have.
Consider value. Value = Benefits ÷ Price.
The sweet thing about benefits is that they don’t always have to be physical. When our MD, Dennis Ramdeen, went to purchase sausage rolls at a bakery some time ago, he was pleasantly surprised to have received an extra one from the bakery attendant. The roll was so small and probably couldn’t be sold anyway, so without even announcing it, she made that extra sausage roll work for her; provide extra value to and delight her customer.
It’s no secret; a seemingly tiny, meaningless gesture to you could mean the world to someone else. If it costs you so little, why not make that investment in the customer relationship at every opportunity you can?
