Turning Samples Of Your Services Into Sales

Written by C. J. Hayden

Offering free samples to prospective clients is a powerful method of increasing the know, like, and trust factor that compel people to buy. When you are selling a professional service, potential clients have no way to see, feel, or taste what you will actually deliver. Providing a sample makes your service offering tangible, and builds your credibility with prospects.

But if you're not careful, you can give away too much. Why should clients pay for what they can get from you for free? And if you give those freebies to unqualified buyers, you may find yourself spending far too much time and money on prospects who will never become paying clients.

The answer to avoiding this problem lies in crafting a get-acquainted offer that gives prospective clients a taste of what you can do without giving away the store. Here are some guidelines for maintaining that balance.

Pre-Qualify Your Prospects

Unless you have a lot of time on your hands, it's not a good idea to make a standing offer of a free consultation or introductory analysis to all comers. You may attract far too many "looky-loos" (what real estate agents call people who attend open houses every weekend with no intent to buy).

Until you know more about who you are talking to, always include a qualifier with your offer, such as, "Find out if you qualify for a free consultation." Or, "Take this survey – you may win a complimentary analysis."

Once you are in contact with a prospective client, ask two or three questions about the client's situation before making your free offer. Queries like, "How soon are you planning to make this change?" Or, "Do you have a budget in mind?" Will let you know how much of your time this prospect is worth.

Make An Offer That Leverages Your Time

One reason that real estate agents offer open houses is because it doesn't take that much longer to show the house to 30 buyers than it does to show it to one. As a consultant or professional, you can maximize a free offer by making it available to as many prospects as possible at the same time.

One excellent example of this model is a free newsletter or e-zine that showcases your expertise. You write it once, send it to hundreds or thousands of potential buyers, and then reprint your newsletter articles on your website and in other publications. Sharing your wisdom in written form can convince prospects that you know your stuff.

Another way to give a sample to many people at once is offering a free seminar or workshop that demonstrates your capabilities. You can keep your costs down by finding a co-sponsor to provide space, or by giving your program as a teleconference or webinar.

Give Away A Sample, Not The Real Thing

Follow the example of workshop leaders who use what they call two-step promotion: they invite people to a free teaser program, then enroll them in the full workshop. In the teaser, they give prospects a taste of what they will get when they buy. The taste itself is valuable – it's not just a sales presentation – but they hold back the best part for the paid program.

Any consultant or professional can craft an offer along these lines. Instead of simply offering a free hour of your professional time, offer instead a free initial analysis, evaluation, or diagnosis. If you position your sample in this way as a stand-alone "assessment" or "strategy session," you draw a clear boundary between what is free and what costs money.

Place Limits On Your Offer

No free offer should be open-ended. If you are explicit at the outset about the limitations on your free sample, you will find it much easier to ask for the sale when the offer expires. Clearly defining your offer as a "one-hour introductory consultation," "free one-time analysis," or "five-page assessment" will establish a firm boundary between free and paid service.

Be Helpful, And Ask For Their Business

One of the dangers of being in a helpful profession like consulting or advising, is that your natural tendency to offer advice and support can sometimes interfere with closing the sale.

Once you have delivered your free sample, it's time to close the deal. You can make the transition from serving to selling by saying: "Now that you know what I can do for you, let's talk about how we can keep working together," or "I have an excellent solution for that; let's discuss what it would cost." You could even bodly proclaim, "I think it's time to turn on the meter, don't you?"

C. J. Hayden -
	C.J. Hayden is the author of Get Clients Now!: A 28-day Marketing Program for Professionals, Consultants, And Coaches Thousands of business owners and salespeople have used her simple sales and marketing system to double or triple their income. Get a free copy of "Five Secrets to Finding All the Clients You'll Ever Need" at www.getclientsnow.com. Read More >>
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