The best word in sales is ‘Free’, it will close more often than any other, by a long stretch. However, being free also implies there is no value to the buyer, and in any event, it is not really a sale, as there is no money involved. At best a ‘freebie’ is a ‘bait’ of some sort that may lead to a sale.
As a freelancer, I am tempted often to give away a lot of time and advice for free, partly to demonstrate expertise, which may lead to a sale, and partly because I am asked, and am able to do so to help. It is also partly because I find it difficult to just say a flat ‘No’
Recently I had some assistance from a professional to address a health problem. It was someone I knew quite well, and have helped a bit in the past. As I turned up for the appointment, I was asked if I had some time afterwards so the professional could, as it was stated, ‘pick your brain‘ in a specific area where I have deep expertise. As it happened, I did have the time, so said it was OK.
The upshot is that I gave away an hour delivering expert advice, while paying full tote odds for the appointment and professional advice I had gone there to obtain.
Stupid me.
I should have used the second most powerful word in Sales.
‘No’
It is hard for us to say ‘No’.
We all like to be liked, we like to be asked, and to be seen as an expert, and we do not like to be seen as ungenerous, or even a jerk.
However, is my time and expertise of any less value than the professional I was talking to?
As humans, we also want what we cannot have, wanting something just out of reach is a driver of behaviour. Saying ‘No’ moves the opportunity to learn something,, or get something that is just out of reach further away, making it more attractive, and adding to the perceived value of that something.
Watch what happens at contested auctions, as the price goes up, those remaining in the bidding become more desperate to win.
There are many ways to say ‘No’, but the essential element is that it must be clear.
If you apologise, say ‘Sorry’, the door remains open, and you feel a little guilty, when there is no need for you to apologise.
If you say ‘I can’t’ does that mean you cannot now, but might at another time?
If you offer a range of excuses, the ‘No’ remains ambiguous, and everyone is confused.
Remembering that ‘No’ makes you more attractive, you do have options.
- Just be firm and say ‘No’ I do not do that.
- Redirect. ‘No’ I do not do that, but here is someone you could ask.
- Redirect back to you. Again, several sub options:
- ‘No. However, email me a few simple questions, and I will try to answer them quickly.’
- ‘No, but I do offer calls up to 60 minutes for $XXXX fee.
- ‘That is a complex question, usually only answerable after a detailed examination, for which my project fee is $XXXX.
Use one of these, and the chances of some sort of conversion are real.
Unfortunately, in this case I did not follow my own advice, and so know that the hour I spent outlining the solution to the problem will not be valued and implemented, so we will have both wasted our time.
At least, I got a blog post out of it, so maybe there was some value after all?
I am also in the business of making myself redundant. it is very nice however when you are told that will not be possible!!
Great advice
Thanks Sarah,
As noted, I have found the advice easy to give, tough to implement.
Hope you have better luck!!
Totally agree Allen. I have seen too many experts, engineers, designers etc give away valuable IP, simply because for them, it is straightforward. With my higher value clients, I am available to provide advice (or just listen), and I will ensure that the client sees the value as part of an ongoing profitable relationship. I’ve made statements like “I am not going to invoice you for this engagement, but if I were to, it would be $X”
Colin, I like your rider ‘I am not going……..’
Never thought of that, I have just given it away.
Tonight i am attending the Xmas party of a client, an SME I have been helping for a few years. On an hourly basis, I am the lowest paid ’employee’ as the rate is a retainer, agreed early on for a limited scope of work, which I have allowed to expand considerably.
No matter, they need me, the relationship has resulted in a tripling if revenue over 4 years, and I like them.
Merry Xmas.
Used appropriately, ‘giving away’ IP with strings attached can be critical in maintaining a long term profitable relationship. I have a rural veterinary client who I have been working with for 15 years, and although it has slowed markedly (Covid plus the fact I am in the business of being redundant) I still receive weekly sales report from their sales manager. Feedback each week is about 5 minutes, and I know that I am valued as a result. They just won 3 regional awards for best business, best employer and health and safety award. They were very different 15 years ago. Merry Christmas to you too.