Why Free Isn't Good Enough

You'd think that prospective customers would be delighted with your free offers, yet for some reason they're not biting. What's going on? 

The brutal truth is that they're not interested in your free trials, free assessments or free workshops. Even though you may think that it's a great deal, corporate decision makers don't. They're not stupid. They know there's no such thing as a free lunch.

Everything that's free ultimately requires two things:

• An investment of time.
• And a decision – which also takes time.

That's why free isn't selling these days. People don't have extra time to waste. Either something is worth doing or it's not. Free is entirely irrelevant.

Recently I was talking with a person whose service was actually FREE. His company analyzed corporate phone bills to help company's save significant revenue.   He was paid on a contingency, so the actual out-of-pocket expense paid by the client was non-existent. Yet he still found it difficult to get appointments.

Why? Because he stressed that his service was free. When I hear that as a decision maker, my immediate thought is, "What's the catch?" I know nothing is free.

So even if your company has something it gives away for free – don't lead with it. Instead, focus on the business value. Unless decision makers know that it will reduce costs, increase productivity, shorten time-to-revenue or such, they won't clear time on their calendar for you. Remember, it's all about business. It must be worth their time – even though it's FREE.

Comments

[Michael Roby]

errr...and poor spelling as well.

[Michael Roby]

"You get what you..."

A bank client of mine was offering "Free Financial Planning." I suggested they go with "Complementary" instead of free. Wanting the marketing director to fill in the blanks, I said "you get what you..."

She said "DESERVE!"

To much guilt in this world, Jill.

[Dorothy Morgan]

Hi Jill.
Great article. May I republish this in our monthly newsletter. We obviously will honor your credit and bio.

Please let me know. The next issue is to be release June 5, 2007.

Thank you.
Dorothy Morgan
Director of Marketing
HAPPY VACATIONS

[Peggy Masias]

Our company offers FREE Human Resource seminars. Nearly all legislation is HR or insurance related these days. I did not understand why more people are not beating the door down to attend these seminars. Now I know it is because we have emphasized the FREE not the importance of staying compliant with new laws and the value of this knowledge. Thanks for the FREE eye opener.

[Melissa Swick, ABR, GRI, ERS, CRS, SRES]

Great article. I am a Realtor who has been in business over 25 years. "Free" market analysis used to be the lead to the listing. Now everyone is doing this. You have to be different. Sell value. How doing this benefit me. But that's another article. Keep up the good work !

[Jon Miller]

Wow, great point Jill. At first, I was shocked at how hard it can be to get people to act on free offers, but as you point out, time is money.

That said, to the extent possible for your industry, I think free trials are a great way to reduce buyer risk. But the free part should be what lowers the barrier to entry, not compels the action in the first place.