loss leader
noun phrase

- an article that is sold cheaply in order to attract the public and make them buy other, more expensive things

Cambridge Advanced Learner's Dictionary

---
A loss leader is a product or service sold at a price that is not profitable in order to attract new customers to new lines. This is a common practice when a business first enters a market. A loss leader introduces new customers to a service or product in the hope of building a customer base to secure future revenue.

A classic example is that of razor blades. Some manufacturers essentially give their razor units away for free, knowing that customers will have to buy replacement blades, which is where the company makes its profit.

Inkjet printers are a similar example where the manufacturer sells the printer at a very low cost and makes a profit on the ink cartridges.

Loss leader strategies are also frequently employed by mobile phone providers who offer phones for free or at a very low cost in return for the customer signing a fixed-duration contract. The network provider profits by retaining customers for a longer period of time, thus offsetting the cost of the device.

---
Practice OWAD in a conversation

"LOSS LEADERS are everywhere these days, but the end game is always the same, to convert one-time buyers into long term customers."