It seems like an obvious maneuver: give something away for free
to draw more customers in. I see my favorite grocery store do it,
and it works incredibly well- the store is mobbed, especially on
Saturdays, when the samples are outrageous.
But, I've seen vendors in the store giving away free samples, but
gain negligible results from it. Whether it's samples of instant
oatmeal, or 'sample' coaching sessions, I've seen small business
owners bomb over and over again with this tactic.
Yet, I use it myself, and it's one of the most powerful
strategies I have, and it feels incredibly good to be generous.
Why does free sometimes work and sometimes doesn't?
Lessons from Anarchy
Years ago, when I had been very interested in Anarchism as a
political structure (or lack of one) I read a study done on two
different groups that had their housing for free.
The study compared residents of a public housing project that
were given housing, maintenance, and other services and support,
versus a group of "squatters"- folks who would've been homeless,
except they took over an abandoned apartment complex.
Which ones fared better? The squatters did. Their apartments went
from completely neglected and destroyed, to real beauty, and the
sense of community and connection between residents was very
strong.
Conversely, the residents of the public housing project fared as
many public housing projects do: things became neglected and fell
apart, the crime rate rose, and disputes between residents were
common.
The difference is that one of them wasn't really free.
It's been my experience that the human heart is happiest and most
fulfilled when it's in service. I'm guessing that although you
probably love to receive gifts, you probably enjoy giving them
even more. And, probably even more than giving gifts, you enjoy
feeling useful in some way.
A spiritual secret from the Sufis is this quote, attributed to
the Divine: "I love those of My servants most, who are of most
use to My creation." Put simply, in every day language, that our
hearts are filled with the most important thing in the world,
Love, when we're being of use and helping out.
The 'free' public housing, the study found, that people felt
discouraged, as if they couldn't meaningfully contribute to their
own or other's lives. The squatters, however, had no one to rely
upon, and in the process, everyone pitched in with what skills
they had, and it began to work well.
Am I against helping people who need help? Absolutely not!
However, in the giving, it's important to also pay attention to
the legitimate and overarching need each person has to be useful
and valuable, to contribute, and to feel love for that
contribution.
Many businesses, in giving away free samples, are unwittingly
disempowering their customers, and creating neglect and
disillusion with those they contact in the market place. But,
there is a way to use free in a powerful way, that feels good to
your customers, and builds your business. How?
Keys to Free
* Small samples that don't use you up, or overwhelm your
prospect, are appropriate.
Put yourself in your customer's shoes: if someone else were
giving away what you want to give away, would it make you raise
your eyebrows? Would it ask a big commitment? Does it make you
wonder 'what's wrong'? If so, you are probably giving away too
much.
If the intention is to create trust and safety, then an excerpt
of a book, or an article, a bite or two, an audio excerpt, a
single gulp, all of these are appropriate amounts. And, ask for
something in return: to add their names to your list. You show up
a little bit, they show up a little bit. It evens out.
* Remember that giving more is asking for more.
For example, many coaches are astounded that people don't take
them up on 'sample' coaching sessions. The truth is, coaching
demands a tremendous amount of vulnerability in the client. It's
kind of the same with giving away a whole meal. Someone has to be
hungry enough, and then, if they do take it, they have to
struggle with the feeling: "Do I look selfish for taking this
much?"
After someone has taken a sample from you, if they want more,
they are going to want to give something. Whether it's money,
more information, filling out a questionnaire, whatever. If you
don't make space for them to give, they probably won't take. And,
the ones who do take without wanting to give, you've probably
found that they aren't people who are going to become your
customers anyway.
* Look to see where you might be hooked.
Often free can be a tactic of a person who is feeling a little
desperate, rather than an integrated and generous strategy for
your business. Is your unconscious message: 'Okay, mister, you
took me up on my free offer, you better buy from me now, or
else!'? If so, make space for your neediness, but fill it in
your heart, not through trying to hook customers.
Although free is one of the most attention-grabbing words in
English, don't forget that what people are really wanting, and
hoping to get freely, is the opportunity to feel as if they
matter. Ask for them to show up, and they will.
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