Steps to winning repeat purchase in a start-up

Test and measure everything. From your ads to your numbers to your loyalty programmes, make sure the numbers work at every level. Because whenever your marketing ROI fails to deliver, you can tweak or change your programs.

In the end, people buy from people they like and stay with companies they perceive care about them and stay connected with them.

People are also willing to pay more for good service — when it’s the service they desire.

Having all of these components driving your repeat business will allow you to develop a great competitive advantage for your company, and it’s the foundation for referrals and word-of-mouth advertising, and that form of advertising continues to be the least expensive (and most effective) marketing you or anyone can “buy.”

Sugars is the founder and chairman of ActionCOACH, a business coaching firm.