The old adage “you get what you pay for” is a good bit of sound, but it is simply a shortsighted perspective based on a misinterpretation of the value of “Free”. The ultimate marketing hook has always been, continues to be, and will continue to be the “free” gift. Free does not diminish in value or fall short of a premium provider or brand … Rather, “Free” is simply a very smart way to leverage its strengths. In today’s blog post, I’ll examine the lost art of how to use “Free” as a strategic marketing advantage.

Brand snobbery is not the key to success, and rarely will someone make a purchase decision based on a positioning strategy of proven arrogance. Establishing a bond of trust and building credibility with your target market should be a key focus area. Plus, anything you can do to remove barriers and shorten the sales cycle is time very well spent. Nothing gives you the opportunity to demonstrate competence, overcome objections, and communicate unique selling propositions better than a “try before you buy” strategy. It’s very rare that I speak to an executive or entrepreneur where I can’t come to an agreement, so why wouldn’t I want to have every possible opportunity to do so?

If you think the free offers are for discount vendors or brands, or not used by busy or successful professionals, I encourage you to re-evaluate your thinking as you may be causing lost opportunities. Our firm has a premium brand and we use free gifts as a key component of our marketing strategy … I am a busy executive with numerous operational responsibilities at the corporate level, in addition to maintaining a personal consulting practice. I charge up to $ 5,000 a day for my time and receive a $ 7,500 speaking fee, and yet I take the time to write this blog and often give my time at no cost or obligation.

You will find that the most sought after professionals will always invest their time as they have nothing to hide and much to gain from doing so. From my point of view, the best thing that can happen is that potential clients talk to other firms and then they talk to me … I certainly don’t want to do anything that gets in the way of letting the client compare me to my peers .

Bottom line … free consultations, free access to documents or articles, performance guarantees, discounted, tiered or bundled pricing models, rebates or any number of other incentives that incorporate a free offer will result in increased sales and customer loyalty. Still not a believer? Call me and let’s see what happens …