A word about referrals

Guerrillas know that it's much easier to develop repeat sales to satisfied customers than it is to find new customers. Satisfied customers are your best salespeople, because they spread the word about your quality, value, and service to their friends. Keep in mind that a bad referral is as damaging as a good referral is helpful. In the off-line world, one person's bad experience with a business is conveyed personally to an average of 22 people. In the online world its much worse, because your disgruntled customers can broadcast their dissatisfaction at discussion groups frequented by hundreds or thousand of people.