Why I Don’t Like Free
If you’ve been in business for any length of time, you’ve no doubt been offered something for free. Now, of course, we all love “free”, and “free” has definitely given me samples, small tastes, and mini experiences of a brand or product I was considering.
The problem with free, in your business life, is that free means you are not focusing on your business bottomline. It means that you aren’t 100% focused on generating profit- which, as you know, can make it difficult to build and grow your company effectively.
In the professional services area, I see “free” as being a disservice to your potential clients, because people, generally don’t value “free”. They like “free”, ask for “free” or discounts, but the reality is that they don’t value services or providers as highly when they have been given a lot of stuff for free.
What works better than free?
Education. You must develop a system for fully and clearly educating your target market within the context of your sales process. You must have strong positioning, or “posturing” and you must focus on selling high end programs and services.
When you educate your target market effectively, you are speaking to the key concerns or problems that keep them up at night. You can help them understand that there is a solution, and that investing in it will transform their lives and businesses.
Your knowledge and system is valuable, and should be treated as such. Focus on educating prospects and delivering value within a selling approach. This is the best way to get away from “free.”
To Big Profits From Your IP!
Glenn 
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May 28th, 2010 at 7:19 pm
Glenn, I appreciate so much of what you say. I do feel that at times your hearers/viewers fail to understand some virtually proprietary lingo that you use. For example you will repeatedly say that the hearer “needs to be close to the source of momentum.” You are the only speaker I have ever heard use that phrase. What does it mean? I don’t think the average listener has a clue.
May 28th, 2010 at 8:42 pm
Hi Philip:
Thanks for the comment. I do sincerely appreciate it.
I know that I speak quickly and I do use languaging that sometimes needs to be interpreted!
Let me explain what I mean by the necessity of everyone being close to the source of momentum with a question.
What is the fastest way to increased cash flow? Reading a book or working directly with someone such as a mentor?
This is one of the reasons why I don’t advocate that people read my best-selling book. It leads to people thinking that success comes in a book.
The clients that move fastest are those who invest in themselves–and those who invest the most move fastest!
I hope this helps, Philip.
G.
May 28th, 2010 at 9:51 pm
Hi Glenn,
You point is right on. I think, however, there is a step-by-step process to get your group keyed to trade dollars for information.
In the beginning you can do a webcast at no charge, but, in advance, charge for the audio. Initially these can be shorter, information rich, then promote a coming longer paid version or series.
With some webcast services such as Instant Teleseminar, you can schedule a time for a webcast that is actually playing back a recording of the live version. Your new additions to the list are getting this as they sign up. They can be unsubscribed from THAT list if they buy the audio on to a customer autoresponder for that topic.
I always enjoy and find value in your ideas and techniques, Glenn. Thank you.
All the best,
Tom Justin
P.S. Not typed while driving.
June 1st, 2010 at 5:33 pm
Tom:
Thanks for your reply.
In today’s market place, ‘Speed to Market’ is critical.
Focusing on creating small priced point programs where low there is a low quality of decision making process required does not allow you to play BIG.
I strongly disagree going this route as it will enslave you to playing small.
One of the processes that I teach is how to invert your business funnel and create and sell high priced programs and services.
In stead of creating an audio of a program, I create audios of my clients and what they have accomplished. Like I am going to do today with one of my Inner Circle clients–Eric Frey.
I strongly challenge you to ‘get close to the source of momentum’ that will focus on helping you generate massive cash flow.
G.