The term ‘loss leaders’ is well known in retail. Items that are put on sale in high traffic areas where the visibility is high so that it will get your attention with the goal of a purchase that will lead to another purchase. The seller is willing to ‘lose’ or ‘give away’ something to ‘get’ something else. A great example are copiers, it really is not about the copier, the money is in the toner. It is not the one-time-sell of the phone, it is the contract signed for the services that they are after. Years ago free CD’s arrived in the mail with software being given away so that you would ultimately sign-up and become regular users or customers. Give something away that will get you to your ultimate goal and that is a contractual customer and not a transactional customer. Taking on measured small losses will result in you being the leader in making money!