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When I first started my business, I didn't have many clients, so I decided that I needed to make incentives for the first clients so that they would stay with me, and at the beginning I was in the red, but in the future it reflected well on my wallet
For my first time customers I usually try to make things a lot more easier for them, like reducing the price or giving them discounts then in most cause I do not include the delivery fee. Though I always try to let them know that I did it simply cause it was their first time, so they won't assume that's the original price