Hi All,

I'm in a bit of a quandary about what to offer as my first proposition to people once they've come into my pipeline.

The way into my pipeline at the moment is by coming to my website and signing up for my free white paper and other goodies. I then contact people via my ezine, and need to put offers in each week.

It may also be possible to get people into my pipeline who come and read the services page at my website, people I meet via networking and via direct mail.

So, having persuaded someone to sign up for my ezine or come to my website, I then need another low-risk, high-value offer, that doesn't deplete me or de-value my services.

For those of you that don't know, I sell marketing solutions to consultants, coaches, independent professionals and professional services companies. I.e. not necessarily one-man bands (actually - preferably not).

The most obvious next step would be to ask people to call for a 20-minute free consultation (where they will get some value), but which is really the fact-finding part of a sales conversation. I have no problem offering this for free, but obviously it's not a terribly meaty proposition, and I can imagine ezine readers tuning it out completely.

On the other hand, I could offer some kind of marketing evaluation/assessment/review with x,y,z results/outcomes/benefits e.g. a mini-plan of action, or advice on how to proceed with one strategy etc. Previously, this has received quite a lot of interest, but I've been too generous with my time and knowledge and failed to convert these freebie-hunters to actual sales. Some of that was a fault with my sales process, some of it was because I wasn't clearly articulating what I was selling or the "instant" results, and some of it may have been because of attracting tyre-kickers.

So I'm a bit confused as to what to offer. Should I offer some kind of review, but charge a nominal amount for it? On the one hand, this would qualify people as being willing to invest money in their marketing, but equally, I think it's pretty cheeky to ask people to pay for what is effectively a sales conversation. Also, it would quite likely depress response. On the other hand, we could argue that they will go away better off then before they spoke to me, and therefore it has instrinsic value whether they go on to become clients or not.

So here's the quandary:

- Free consultation that is basically a fact-find to find out if I have anything to offer them and if they're ready to get to work. However, has little teeth, is an overused tactic and so on. On the positive side, no pressure to generate results of any kind

- Free mini-review that has intrinsic value and that might be well-received by ezine readers. More attractive to market (tangible benefits), but devalueing my services and possibly attracting time wasters

- Paid review (more indepth). Real, tangible value. Still leads to a sales conversation i.e. I make recommendations based on what I've learnt in their review. Qualifies people, but will also put some people off taking the first step if they have to pay for it. After all, how many sales-people charge you to come and see you for the initial presentation?

Thoughts? I'd particularly like to hear from people who understand the sales pipeline/marketing sequence and how to graduate people from free to fee.

Look forward to your ideas and comments,

Jane

Hi, Jane

I wanted just to make a point on this :

my friend this is too long, let say that you have 100 member in your list then would you give 2000 minute of free consultation? in this first step?

so your time is realy your expenssive product.

some are to get money upfront (hope this is the words) (I mean in advance), befor talking and before making any thing.

now let say that you want to make thing MOVE, and avoid stagnation, then here is my modest vision:

1)Give the subscriber a Free Report with a REAL CASE STUDY on what you have done, focus on the result sell yourself in that report.

2)in the same Report ask people to make a call (10 first will have a 20 minute consultation)(500$ value) for free.

3)focus on offline buss more then online.
4)focus on people near or localy closed to you.

now during call , what to search for:
1)the more information on your client and costumer.
2)perhaps to find how you can meet the person.
3)to try to establish a better commuication tool.

now the 10 first will have a free 20 minute consultation.
the other will have a reduction on fee if they do something or do something before soe date.

now ths was my vision, however I have no experience in this field, but just a thougth hope that it will help.

If I understand correctly, at a minimum your audience has 1) a white paper and "goodies" 2) at least one and probably more issues of an ezine.

You have provided this with minimum effort, and free. Right?

If you can't start charging money for anything after that -- something's wrong. Now, the only way to find out is to examine the situation. However, probabilities say -- and this is a testable proposition -- the substance of the products or the quality of leads is the weak point.

Here's a way to prequalify...
1) You have to have a budget and disclose it.
2) You have to have some legal structure: LLC, Sole Proprietor, Inc.
3) You have to have a project.

Everybody wants free advice. I just watched a thread where the guy didn't want to act on any advice he got. Another woman, her name is Teresita, knows she only has a chance with software progammers if they make over $115,000. Below that figure everyone will suck up her time, they have the capacity to pay her, they just won't implement and won't pay. People get locked into a mindset. Even if they do implement, they'll sabotage themselves and you.

They're protecting their world view. And they don't care if they take you and themselves right down with them to protect that view.

I've written about this before, abd Claude Hopkins backs me up on this, giving stuff away for free is a mistake. The only thing that means is changing how you pitch the product, not what you charge. For example, it's completely reasonable to ask questions in order to provide your advice. You can't be expected to do your job without the necessary information. Make it explicit that this is about information exchange -- Not Free.

And, of course, the person asking the question should be in control of the sales process. They just mess up by not asking the questions which position the person for the sale.

The web is full of tire-kickers. You're not doing yourself any favors by addicting them to more and more free stuff. Nobody needs advice on how to give stuff away free -- that's the problem.

Hi,

Thanks for your thoughts. I'm still scratching my head about this one as it seems perfectly reasonable to me to offer an exploratory call for free. I'm not selling ultra-cheap products - I'm selling a marketing programme and consultancy. However, I am attracted to the idea of giving them some kind of mini-service for a nominal fee which can then be deducted from any future purchases.

Any further thoughts?

Jane

DARLINOLOGY ...

Be my guest at Alan Forrest Smith's Mega MasterClass London this week.

Me and some buddies, Ste Pierce, Kirt Christensen and others are going to blow the brains out of attendees!

Join us (no-charge), you'll love it and ... I will personally talk to you about a zillion ways to erupt your business!

See you then.

Alan

P.s bring your boyfriend for protection

Hi Jane,

I'm a beginner in marketing consulting and in the early stages of prospecting myself, and I've been fretting over de-valuing services in the prospecting funnel.

Anyway I do remember reading awhile back (I can't remember if it was on this forum or not) about charging an outrageously low price for a 'critique' or review. Let's say $40 -$50 for a website/promotions mini-review.

Maybe you could test selling some telephone review 'certificates' to your database. Make them redeemable for a limited time for 1 item (be it website, business card or ad). Of course, as you amaze them with your knowledge, you'd weave your sales qualifier into your call.

You mentioned that you're driving traffic from networking, I'd bet you've got a stack of 'bad' business cards. Maybe you could offer a 'Business Card Review - Some like did you know your Business Card could be killing your Business..or something.

Either way I think you're probably at the stage where you should start getting some money since you've already given white papers etc. So I say test a mini review with a mini charge. Sounds like you've given a lot of freebies already.

Any more freebies can you could be in danger of not being able to ask for more money.

I'm experiencing this myself, as a beginners we offered $50 per hour consultation as an entry & I left it too long to bump them up so now I have a handful of clients I can't bump up. (I know a few are going to scream at that but we've got nothing, we're working for testimonials)

Anyone else got any ideas on this subject?

oh yeah,

I forgot to add, I agree give them a 'rebate' towards your real service from the mini

Hi Alan,

Thank you for your generous offer which I graciously accept!

And yes, I will bring my boyfriend as the company he works for can benefit from the traffic building secrets.

Where do I sign up?

Jane

Are you scared yet? Look on the bright-side - there'll be another Celt there to keep you company (I'm fully paid-up and entitled to wear various Irish and Scottish kilts, despite the English accent. However, I probably won't as I don't want to scare all the other attendees with my hairy legs or arse!!)

Hi Marty,

Thanks for your thoughts - good ideas!

Jane

Jane

My pleasure.

Email me your names and emails. I'll add you to the list.

alan@orangebeetle.com

Location etc on the page.

A