Building Value by Helping Your Prospect For Free First, Selling to them Second
Let’s dive into one of the most talked about concepts on the internet. In fact one of the most talked about concepts in business. If I were to search through my posts I am pretty sure that the phrase would be included in 80 percent of the posts that I write. In the words of Rolf Harris “Do ya know what it is yet?” well you should do. It is building value!
Why is Building Value so Important?
Think about your own experience when browsing on the internet, you will probably find that you go online to find the answer to a question or to get more information on a certain topic. You might be interested in finding a new supplier, looking up an industry article or researching better working practices – it could be anything. But most of the time it relates to gathering information. And that leads me to the first principle of building value online:
People are surfing for information NOT to be sold to.
How many times have you walked into a shop with the distinct purpose to buy? Usually you walk in have a look around, feel the fabrics, think about what the item would look like in your living room, try to picture what you would look like in salmon pink skinny jeans. At that moment in time you are gathering information you are not ready to get your wallet out.
Now, when you walk into the store and as you do a sales clerk jumps on you and asks “can I help you?” You haven’t even got through the doors yet how do you know? We are not ready to get involved in a sales conversation. We would rather have a look around, find the thing we are interested in and maybe then start talking about it with a sales assistant.
This is similar to being online. Before asking for the sale you need to provide the potential client with extraordinary amounts of value. You need to make the client feel confident that you, your business is the best business to be partnering with. The way you do that is by offering them free information and free help. Isn’t that a better way of building a relationship rather than pushing people into a sale?
Give your potential client all the information and help they need at the beginning of the process rather than trying to crowbar it in later. The most successful online businesses practice this. The natural consequence of providing unpressurised help and support is that people will want to buy from you as you are not trying to coerce or manipulate them into a sale.
Help Your Prospect For Free First, Sell to them Second.
Facebook gives you for free a selection of online tools for you to keep in touch with all of your friends and family. A place to store all your photos, share your videos and meet new people. You don’t have to pay anything for the privilege.
Google gives you Search, Google Docs, Google Maps, Google +, Youtube all for free. Google HELPS You find information, run an office, get directions, network with business colleagues and friends, set up your own video channel. Does it bother me that Google tries to sell to me after it has provided a free service to me. No I am not bothered in the slightest.
Giving stuff away for free may seem nuts but there are some very powerful reasons why you should do this:
- It helps prospects overcome their problem and answer their questions
- It demonstrates your skills and proves your value upfront before you invoice them
- It establishes your relationship on a sound footing from the beginning.
- It reassures the recipient of your credibility.
As human beings we want to deal with people that we trust people who we have already established a relationship with. Whenever we start a new business relationship there is always a level of hesitancy as all parties try to understand each other, their value, and the task at hand. By providing information that locks that understanding, you demonstrate to your prospect your skill, helpfulness and ultimately your value.
Building value online is not about convincing people that they want to use your experience. It is not about trying to crowbar a sale. All you are doing is helping the prospect make the best buying decision they can by giving the best information.
People are surfing the web because they are looking for information, not because they want to be sold to!
About
James Debono is a small business owner and Internet entrepreneur. James dedicates his time to helping other small business owners leverage the power of the Internet to drive business growth and positive change. Click here Join James Debono on Google+
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Hi James, glad that I know about you and your article. I think you are right in the idea. I will take note of that.
Juan G Garcia recently posted..Eua d’Toilette Diesel Men Only the Brave.
Hi Juan,
Thanks for visiting and leaving a comment.
Regards,
James
Oh, James, do I disagree with you.
First of all- neither Google nor Facebook provide anything for free. They are selling your information- you must agree to their terms or you are denied entry. That is why when you perform a Google search, you find the information that matches things you have already let them know. if you don’t believe it- perform the same search with another’s persona.
When you enter a lawyer’s office, do you expect advice for free? Or, a doctor? Or, when you visit a shop, you are looking at something- try walking out with it for free…
So, the answer is really what service or product are you offering? And, if that service or product (a photograph, for instance), if given away, no longer has value, then you must charge for its use…
Roy A. Ackerman, Ph.D., E.A. recently posted..Removing Our Chametz
Hi Roy,
I certainly do appreciate how Google uses our information in order to provide in their eyes “a more personalised search!” there are ways that you can prevent Google from tracking your search information so you get more varied results.
I wrote a post a long time ago about how Facebook makes money; the same applies to Google you can read that here.
Is Facebook a Bank!
With regards to the point about what I expect for free. Do I expect advice from a lawyer for free!? Maybe, maybe not. Do I automatically give him my business because he is a qualified lawyer? No! Does the lawyer have to build value with me through a consultation in order to secure my business. Yes!
If you give something away for free what is important is the value that you build into that. If the recipient gets incredible value, your trust and authority rises meaning when you then to discuss a chargeable service the recipient will already know what they can expect from your experience.
Thanks for your comment as always I value your opinion,
James
Interesting post. I have also read Roy’s comment and I have to say he does have a point to an extent. However, you are talking about providing information as value which is certainly what you should be doing online. There is no need to give anything away for free but by providing information, advice and tips you are sharing your wealth of knowledge and giving your traffic an opportunity to discover if they would like to become your client.
Hi Lynette,
Providing value online is the way to building credibility online. The best way to build value is through relationships.
The best way to develop a relationship online is to give the reader of your blog or website a free gift, report, white paper, or eBook
in exchange for their email address.
Once you have that email address you can continue building relationships and providing information to that recipient that helps them overcome
any objections that they may have to dealing with you.
As you correctly said Lynette, giving your readers the opportunity to become your client.
Thanks for visiting,
James
It is the golden rule of truth right now. It builds the like, build & trust model that we have been taught. Good blog.
Shawn recently posted..Inquiring Minds Want to Know
Hi Shawn,
Building trust and relationships are absolutely critical in developing online success.
Thanks for visiting as always,
James
James, I bet you would look great in salmon pink skinny jeans!
I agree that it is important to lead with something that the customer does not feel the pain of purchasing (using the principle that Roy makes suggesting nothing is truly free). It gives the prospect the opportunity to learn how to trust you.
However, there is also giving away too much for free. It’s a fine line.
Nicole Bandes recently posted..Outliers Have All the Luck
Hi Nicole,
As you said the whole concept of providing something free is, so the reader can learn how to trust you.
Thanks for stopping by,
James
Hi Nicole,
As you said the whole concept behind providing something for free, is so the recipient can learn how to trust you.
With regards to the pink skinny jeans! Honestly!? No.
Thanks,
James
I agree, in order for someone to get to know, like, and trust you, it’s a good idea to give something away at no cost first.
Hi Rhonda,
Yep, it’s all about buildign a relationship!
Thanks for your comment,
James
Hi James
I see a lot of people that are trying to build a list and think when they have subscribers they can just send out mails and people will buy from them straight away! It is so important to build up a good relationship with your list first before trying to sell to them, and yes you must give them lots of free things in order to gain their trust. If you offer good quality products and information that will help them then they will buy from you later and stay with you.
Great post
Pauline
Pauline recently posted..The Ultimate Blog Challenge
Hi Pauline,
Very true, building a successful online business is about developing relationship through education and information that
allow the recipient to see you as the go to resource as and when the time is right for them to take the relationship
to the next level.
Thanks for your comment,
James
Hi james.. as a blogger i agree with ur point that The best way to develop a relationship online is to give the reader of your blog or website a free gift, report, white paper, or eBook… nice post.. Thanks for the share…
pavithra recently posted..How To Keep Your Eyes Healthy In A Digital World
Hi Pavithra,
Always lead with value.
Thanks for stopping by.
James