A year and a half ago I was in a fender bender. I was hit by a woman who was hit by a distracted driver, who didn’t realize that everyone else on the road stopped at a railroad crossing. I wrote about the experience in the post, Could You Pass The Fender Bender Test. While waiting for the authorities to show up, Laura ‘The Bumper Thumper’ and I began talking. We quickly struck up a friendship. It turns out that Laura has her own marketing business too.
A couple of months after the incident I got a call from a potential client about a new marketing challenge they were facing. We agreed to meet face to face, and I invited Laura to bring her face to the meeting too.
The client was dealing with a new law that was dramatically changing the way they could market their service. More bluntly, their primary way of finding customers was now illegal. (So tawdry, I know!) The change posed a monumental threat to their very existence. They needed to quickly replace their old marketing approach with a new one, or there would be no business. (dun, dun, dun)
Laura and I met with two of the partners for two hours. We discussed numerous potential solutions to the problem. As I had imagined, Laura was a valuable asset. She asked a lot of smart questions. She had a very good understanding of the industry, and the major players in the market. Best of all, she didn’t hit anyone with a car.
When we left the potential client’s office, Laura said,
‘You really give a way a lot of ideas for free.’
She’s right. I do.
Here’s why I give ideas away for free.
I love free samples at the grocery store. Nothing sells me on your southern ham, spicy cheese, mango salsa or Fruity Barky Bites like tasting it myself. That tiny plastic cup worth of your product gives me everything I need to know to purchase more.
My business does not make Fruity Barky Bites. At least not yet. We produce ideas. So when I meet with people about their marketing challenges, I dig in. I start thinking through solutions with them. I offer up initial ideas worth considering. I get excited about solving the problem. They get excited about having the problem solved.
People don’t like to be sold to. They want to be in a position to buy. So rather than sell a client on why they should work with The Weaponry, I like to offer people a sample of what they would get if they work with us. If they like it, they will want to buy. If they don’t like what they hear, they will pass. And both sides win.
I believe you should always add value before you try to extract value. Prove your worth. Make new clients and customers feel as if they have received more value than they have paid for. Give them a test drive so they can imagine the future. Once they decide to buy, don’t slow down. Keep over delivering. Always make them feel like they are getting more than they are paying for. Even when they are paying a lot.
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