 During normal times, it's hard enough to keep your pipeline full of ideal prospects for your business. When you throw in a challenging economic situation (yep, we're talking the "R" word -- recession) ... now you've got to be on a mission to reach them. So, what's a sure-fire way of making it happen?
It's time to think "freely". I don't mean just creatively, I mean freely. You know, free, as in no charge.
You should always have something to offer to your prospect where they may sample you at no charge. If you can possibly give away your service or product for a limited time, you have a running head start at conditioning your prospects to your offering as well as helping them understand what it's like to work alongside you. For very low risk, you'll have a chance to:
- Prove your product or service superiority
- Give them an ownership experience
- Even if something doesn't go perfectly, show them how great your customer care is and what it's like to work with you
- Position yourself ahead of your competitors who are lowering prices. If your product or service is superior, then they will feel good about paying for value over a commodity.
There are so many ways to offer a sample of your company for free. Here are a few:
- Give a free quote or diagnostic. An alternative is to reduce the normal price for a limited time, and then apply the cost to the repair or service.
- Speak or teach a free seminar where you give away great information. You'll discover that many will need help implementing your recommendations and will seek your expertise.
- Write an eBook and give away a chapter or two to whet their appetite. Heck, give the whole thing away and create a following of raving fans ... eager to purchase your "meat and potatoes" offering.
- Do a newsletter, blog, podcast or radio show where you answer your prospects questions.
- Include a free sample of one of your other products with each sale. Our favorite San Antonio barbecue place always throws in a sample of another meat we didn't purchase that time. It's a constant reminder that "next time we need to buy a little of that too!".
- Do a complimentary consultation. I've offered a free consultation for years now. It's a great way to connect, relate, learn, brainstorm ... and sell a great service!
- A doctor's office gives away a free health screening or teeth cleaning to those looking for a new provider.
- A menswear shop may give away a complimentary "image analysis" for those in career transition.
- Give away someone else's free offer. For example, a realtor may giveaway a certificate for a free heating and air seasonal check to their home buyer. It's great for the realtor because it adds value to their client's experience while giving fantastic exposure to the HVAC company. Win - Win!
Profits are essential for your business to succeed. As an entrepreneur myself and coach to hundreds of others, I get that. Profits are ultimately the determining factor in the success -- or failure -- of your business. In this case, however, we're talking about making sure your profit motive doesn't get in the way of your ability to connect with your ideal prospect because they simply don't know you well enough ... yet ... to take a risk on you.
By allowing them to sample you "conditionally" (for a limited time, submit a coupon, along with another purchase, they have to drive to your seminar, etc.) for free, you're conditioning them to the experience they will have with you after the sale.
So, my fellow entrepreneurs, go with what all of us like -- a free taste! Whether it's at the fudge shop or in your business, let your prospect have an "ownership" experience with you. A customer acquisition may cost you a little, but be sure to compare it to the cost of never having them as a client.
Isn't that your greatest fear?
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