Tip of the week: Turn your happy customers into your sales team

In Tanzania, a recommendation from a friend or neighbour beats any poster. People trust people they know, so make it easy and natural for happy customers to speak about you.

Do not simply hope. Ask at the right moment, which is right after a customer says "thank you" or compliments your work. Say: "I am glad you like it. If you know someone who needs this, please send them my way."

Make passing your name on simple:

• Give two or three business cards or small slips with your number
• Save a clear "forward-ready" message on your phone that explains what you do
• Say thank you to people who send you customers, with a small gesture such as a discount on their next visit

A boda boda rider who gets a customer to book him daily can easily do the same, simply by asking his regular passengers to recommend him to colleagues.

This week: ask your five best customers for one introduction each.