Your customers may arrive at the point of sale without knowing they could be getting a better deal. This can pose a dilemma. Do you tell them they can get it cheaper, or do you remain silent and pocket the difference?

This is a tough question to answer. It challenges your ideals and moral compass as you balance doing the right thing with making a profit.

Inform the Customer

Every few weeks we’ll pick up a pizza at Papa Murphy’s. One time when I called to place my order, the employee listened patiently and then told me they a had a sale for a larger pizza for a lower price than the one I’d ordered.

I was pleasantly surprised. I could very well have ordered the smaller pizza at the higher price and been none the wiser. However, this employee shared “the secret” with me.

Secret Deals

When you let the customer in on “the secret” (in this case an unknown sale price), it strengthens the relationship with the customer. This open communication builds trust and goodwill between your customers and your business. Interactions like these give customers the perception that your business is a trusted friend that is always looking out for them.

This relationship of trust is foundational to driving repeat business. Although on the surface, proactively offering a discount may not make business sense, the long-term benefits of customer loyalty it fosters will prove a strong return on investment.

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