We all love a bargan. We all like to feel like we got a better deal than we originally paid for. Companies like The Good Guys run their entire business on this whole mind-set. Come in and pay cash, and we’ll discount the price. If people stopped to think about it they would know that the ‘discounted price’ is still within the company’s proper pricing structure, but the feeling that they are doing you a unique deal makes you feel good, and you go back for the next big thing you need.

So how can you make this happen in your business?

The key here isn’t to put yourself out of pocket. The idea is to increase the “value” of the service you offer. Let’s take the example of an mechanic. You might book your car in for it’s regular service. You know it is going to cost you $70, and you know this is fairly average for the work being done. How would you feel if when you got back to your car after the service was done and you found that the window had been washed, a fresh deodorizer had been placed in the car, and he replaced the wiper blades at no charge. You’d feel that this mechanic really cared for your car, and you would go back. Not only this, you would tell your friends and family about that little extra service, and chances are if they ever needed a new mechanic for whatever reason, they would use yours.

As I said, the key here isn’t about putting yourself out of pocket. The idea is to put a few little extras in that make your clients feel that you care about them, and make them want to talk about your business.