Reward customers:

Salesman to customer who just bought a bed: "Oh, by the way, why don't you go over to our linen display and pick out a set of sheets. They're on us." He could have bundled a sheet set with the package, but that would defeat the objective. For the reward to be effective, it must be something beyond the customer's expectations.

Guerrillas send every customer away feeling as though they just hit the jackpot. In the Reward Stage, guerrillas secure their position with customers by always rewarding them for their business.