FREE. A four letter word that – aside from pushing you into SPAM folders if you use it in your e-newsletter – seems pretty harmless. But, like many, many things- it can be as destructive as it can be beautiful… depending on how you use it.
On facebook, twitter, and on-line in general… we see many things being given away for FREE. You can get MY “FREE” offer up there to the right of this post. (We all need some opt in “freebie”.) You visit any networking meeting and you’ll find plenty of consultants, coaches and experts still operating under a “pro bono” status even though they resent the HECK out of it. You’re invited to attend a boatload of FREE webinars, teleseminars and teleclasses each and every day.
So, where’s the DANGER and where’s the BEAUTY in FREE?
The DANGER is two fold: 1) Having to COMPETE with FREE – which… if you find yourself HERE we need to talk. It CAN be done brilliantly, but requires some creative strategy and – most importantly – strong positioning of you or your product. and 2) Giving Away for FREE what you HOPE to one day SELL. This is a hard – if not impossible – sell. So, AVOID it at all cost. You have no moral or ethical obligation to climb the proverbial ladder of cost. You WiLL find that the “pro bono” or “barter-based” treadmill is a difficult one to jump off of. I say this just as a PURE warning! =)
The BEAUTY is also two-fold when you do “free” RIGHT. First, you will be able to use FREE to demonstrate – rather than talk about or explain – the benefits of working with you or using your product. This is a POWERFUL addition to your sales process… KEY here is: Don’t give away what you hope to sell… just a TASTE of what you hope to sell… Just ENOUGH to make them want (and realize they need) MORE. For instance, I don’t sell “ONE-OFF” coaching by the hour. I refuse to do that. So, it works really well for me to include “serving hours” in my marketing calendar, offering these one-time, NO SALES, NO SLEAZE coaching / consulting sessions at no cost for members of certain organizations or industries.
Second, FREE can be beautiful when it is used to get you into and keep you in sales conversations. Your ‘FREE’ offer or TASTE should require or inspire conversations between you and your prospect. Why? Because nothing sells without CONVERSATION. So, we need to plot and plan to get into more of them!
Quick note: Those flowers up there were hand picked for me by my daughters – Shelbey and Summer – right out of our own backyard. Not bad for FREE bouquet of flowers, right?
WRONG! Very few things are without ANY cost. I used to refer to my land as the “garden of death”… NOTHING grew here. But, after years and years of composting, fertilizing, and more … we’re able to have a lush environment this time of year. So, the cost was years and years of preparing for these flowers… and then hours of my girls carefully selecting only the best flowers for my bouquet. The COST (especially that paid by my girls) brings tears to my eyes as I type. =)
Now, how will you embrace AND protect against FREE in your business???
So much so true!
But, giving a way a “taste” goes beyond the internet too. If I’m not mistaken, Mrs Field’s cookie sales at her first store took off when, in desperation, she cut up several cookies and went out to the sidewalk to give them away. That taste sent people in for cookies in droves, and a legend was born.
Absolutely, there’s lots of free stuff out there online, given away to get you to join a list. I’ve developed this philosophy – if what I got had GREAT content, helped me, or taught me, maybe I can learn more from this person and I stay on the list. If it’s clearly recycled, outdated, useless, or aggrandizing, I unsubscribe immediately.
I guess I’m suggesting the measure of the value of “free” is in the recipient.
Love the post and all you do.
Kimberly Bates
The Dream Designer
As someone who was only deciding to start a business after the conference this week, I can see this as being a big pitfall for newbies like myself. We don’t have much experience in the market and want to get our name out there for referrals. I think making a solid price sheet or cost for service plan ahead of marketing, would be key to not making that mistake. Like Marley Majcher said: Know how much you are worth. Thanks Michelle!