Question: What do printers and nail salons have in common? Answer: There seems to be one of each on every corner in Boston.

A funny thing happened to me on Saturday: a nail salon gained me as a customer by giving me something for nothing.

I went there for three reasons: 1) it's convenient; 2) I'd just read about it in the local newspaper; and 3) being a runner, I like to treat my feet with TLC.

"What's your price for a pedicure," I asked. After telling me her fee, the stylist invited me right back into her shop to show me why her treatment is so special. She explained the process, showed me all of her lotions and tools, and described the hour-long treatment.

There was nothing "hard sell" about her interaction with me. She was merely explaining the benefits that her service would provide me.

And then she did something to win me over. "I'm not busy. Sit down and let me give your hands a quick massage." And so she did.

I left about 15 minutes later, with a wave of my newly painted nails and an appointment for next week. She charged me $0.

Smart lady. She gained a customer by treating me like I already WAS one - and by giving me a free sample.

What does this have to do with printing?

Printing is about service. Since there are over 50,000 commercial printers in the U.S., competition is fierce. Sometimes service is the distinguishing factor.

Why can't free or discounted services work for printers? Sometimes you have to give a little to get something in return.

Every service business, printing included, has a carrot to dangle. What could you afford to offer your best prospects? You don't have to think big. You just have to think "long-term value."