What is the term used for acquiring a customer at little or no commission to gain future business?

The term that refers to acquiring a customer at little or no commission to gain future business is "Loss Leader." This strategy involves offering a product or service at a very low price, often below cost, to attract customers with the expectation that they will return for additional purchases or services that are more profitable.

Using a loss leader approach allows businesses to build a customer base and encourages repeat business, creating long-term customer relationships that can be financially beneficial over time. The initial loss incurred on the sale is viewed as an investment in acquiring a loyal customer who will generate more revenue through subsequent transactions.

In contrast, market penetration generally refers to strategies aimed at increasing market share for existing products, while brand building focuses on developing a strong brand reputation and customer loyalty. Client acquisition is a broader term that encapsulates various strategies to attract new clients without specifically implying a low commission or price strategy.