Giving free advice to offline clients

by Tiduslite8

Posted: 13 years ago 33 replies

OFFLINE MARKETING

Hi guys and gals! First, I'd like to thank everyone for the information that is so freely given in the forum. You ROCK!!

Hopefully I'm not the only one that gives free advice to potential clients, but I'd like to share a story that happened to me.

There is a old high school buddy of mine that started a taxi service last year in April. It was just him and one car, and he was getting 10 calls per week. In order to drum up business he was going to commuter train stations, handing out his business cards to anyone...really struggling. Once I heard about his problems (he already had a website), I offered to work on his GP page and also help him with his on page SEO for a low fee, to be paid after he was in better situation (like I said, he is a buddy going back 30 years).

By June he had to get another driver and another vehicle. Today, he says he is getting 80 to 100 calls per day, and converting 60% of that into rides. He has hired other drivers but really needs more vehicles.

Here's the kicker: He recently questioned me on the idea of me giving potential clients free advice before signing them up.

Him:"Why tell them what they need before they pay you? They could always do the work themselves."

Me (after a moment's thought): "Okay, you take your car into the service department. They tell you that you need a new catalytic converter, tune-up, and front end alignment. What do you do?"

Him: "I pay Midas (national repair chain in the US) to do it."

Me: "Why? They told you what needed to be done."

Him: "Yeah, but I'm not a mechanic."

Me: "Right. They gave you free advice on what needed to be done, and you're going to pay them for their knowledge and experience so the job is done right."

Maybe I'm wrong, but I'd like to think that our clients are paying us for the knowledge and experience we bring to the table.

#advice #clients #free #giving #offline

NuZu 13 years ago

My entire offline business is run this way. Give away massive amounts of value. When they see what I do for them for FREE, 80% of them sign up with me and keep me on retainer. I learned this from Eben Pagen and it works.

Most people are just trying to sell a business owner something, they get it all day every day. Try being the one that offers Value first, then you will have a client for life.
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class451 13 years ago

you are right, if you have knowledge of something its your treasure. It depends upon you, if you want to convert it in cash or want to share free.
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zapp1com 13 years ago

Hi, I have to admit I totally agree with you on this point.

I pretty much tell my clients what I am going to do and how.
(but not the nut and bolts of actually doing it)

It builds trust and openness and if you say it in plain English that they can understand and not Geek, then winning their business is easy..

And let's face facts if all they are just going to do is poach your ideas. Well they still have to put it in to practise and they often cock up, don't do it rite and where never going to pay anyone for the work anyway.... That is there pore business practice. And a client that you just don't need.

What people forget (esp internet marketers) is the best sales people don't worry about the losses or rejections. The same goes for local business marketing, when talking to clients...

Take care. Wishing you all the best and every success.

Rob
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MsMotivation1 13 years ago

I agree... giving free advice works because the client doesn't feel like they're being "sold"... Whenever I offer free, valuable information, it usually converts into a new client for me. And always give just enough info - not a step by step "how to do it."
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JasonTai 13 years ago

Giving certain amounts of free advice/help/info is a great idea as it helps build trust makes a good first impression. Sometimes you have to give before you get
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rafterman 13 years ago

I have free advice in my booklet I give out, it just needs to be done
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- BruceWood 13 years ago
  
  Originally Posted by rafterman
  
  I have free advice in my booklet I give out, it just needs to be done
  
  I do this too, with an ebook. For in-person presentations I print it out and hand it to them. It's titled "How To Promote Your Business Online Even If You Don't Have A Website!" and goes through basic steps for making a local online marketing campaign. It's a good ice-breaker, and so far I don't think anyone has actually followed the ebook-- they ask if I'll do it for them!
  
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overcook 13 years ago

If you are unknown, then you have no positional leverage as an authority. If you are good and they find out then, a potentially never ending cycle of your "client" sucking you dry. Been there. Do not devalue your service unless you adhere to a very strict program and the client understands the value of your time. Much better to give them free qualified leads for a few weeks, get them hooked, then ask for payment or move on. Of course client must be "qualified" to receive this program.
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tonyscott 13 years ago

I gave some free advice to a local company about 9 months ago. The appointment came as a result of a website that I'd built for another local business some 18 months prior to that.

I only charged £200 for the website as I was just staring out on my offline journey.

And, I only gave the free advice as I was trying to get a referral for a fellow bni member.

The company that I gave free advice to hired me to do 2 days seo work per month, after I'd met with them again and moved one of their long tail keywords from page 3 to number on on Google.

A few months ago, that increased to 4 days a month.

I'm probably charging them about half of what I'm ultimately worth in the uk marketplace, but it's not small change either.

They are very happy with the results.

I've got 1 small spinoff seo contract from the connection too. I expect more to follow.

So is giving free advice a viable strategy? For me, in this case, yes. I should add that I know the MD of the company socially and that helped. But he had no idea what I could help him with, prior to the freebie.

I also get enquiries online as I rank for some seo terms here in the UK. Despite giving limited free info to the enquirers, I've yet to gain work from them. That's mainly a price based/trust issue. Am looking to revise my strategy for remote enquirers and maybe offer a low cost trial.

My thanks, as always to Andrew Cavenagh. His original Offline Gold WSO three years ago, helped ignite the spark that set me off on this rewarding path.

Tony
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Geoffrey Freedom 13 years ago

Great post everybody.
One of my favorites is a url on my business card pointing to a free "Google Places" report that I wrote. Basically it just briefly walks them through some good SEO pointers for GP. For most brick and mortars it's a little over their heads but they get the point mean while establishing me as expert in the field.
I used to dread writing content or reports but if you sit down and "mentally throw up" everything you know on a subject ( IM stuff is easy) it goes quicker than you think. Organize it, make a cover and viola! free information (lead magnet).
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warrior realm 13 years ago

Giving away valuable information is the key to generating demand for your services as a Google Places / Internet Marketing Expert. It is the main "lead generation" method for our SEO/SEM Company. Not only does it provide a demonstration of your expertise but it also induces a natural need from those who benefit to reciprocate by referring others to you for the services you offer (or in many cases, by becoming your client themselves).
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- myob 13 years ago
  
  I give away not just free advice, but also some free services as promotions. These often result in sales and even referrals for my high end products. One was for a well known fast food franchise, and now I'm getting referral orders from all of the others in the area!
  
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RichRecluse

13 years ago

Great thought. The secret (as I see it) is to tell them what needs to be done, but not how to do it.

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TE2

13 years ago

Originally Posted by RichRecluse

Great thought. The secret (as I see it) is to tell them what needs to be done, but not how to do it.

Actually, I tell them how to do it...

Most won't do it themselves and hire me to do it for them.

The reasons vary:

They are overwhelmed
They can't do it
They are lazy
They are used to paying someone else to do it
They don't want to do it
They don't have time to do it
They want it done sooner than if they did it
Their time is too valuable for them or their staff to do it
And a lot of other reasons

It's amazing at how well this works once you have the guts to tell all.

I also want to note that it demonstrates your knowledge and value and makes you the expert in their eyes!

Share more and I think you will find that you get more customers in return.

Regards,

John

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jrobconsult

13 years ago

TE2 is so right. The small business owner does not have enough time or is not interested, However, if you can convince the owner that he will become more profitable, you will have a new client.

Besides, even with all the information you give them, they will not get the same results as you. I would do promotional sales for small - medium retail businesses. The owners would try to copy the formula, but several would get us to run the sale again for them. Give them value and you will have plenty of clients soon enough.

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TE2

13 years ago

Originally Posted by jrobconsult

You make an excellent point...

I should also mention what I have stated in other threads - sell the sizzle not the steak!

John

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Bennette

13 years ago

Originally Posted by TE2

Actually, I tell them how to do it...

Most won't do it themselves and hire me to do it for them.

The reasons vary:

They are overwhelmed
They can't do it
They are lazy
They are used to paying someone else to do it
They don't want to do it
They don't have time to do it
They want it done sooner than if they did it
Their time is too valuable for them or their staff to do it
And a lot of other reasons

Your right John,

I use this exact strategy when I do Social Media presentations to business owners. Some businesses will go off and try it on their own and then contact you a couple months later and ask you to come in and do it for them.

What many business owners have told me in written reviews, is that they like that I actually share real information with them on exactly how I do everything.

What I like is when they call you in they refer to you as the expert

and guess what...they are hoping they can afford your fees at this point.

Thanks

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MWGrubb58 13 years ago

I often give information to prospects to help them, but more importantly, to check their pulse.

If what I have told the prospect excites them to ask for more information, I suggest we have a sit down meeting where i can evaluate more of their needs. At that point, i almost always get a client.

Whenever I share information and the prospect DOES NOT get fired up... I know at that point, they either do not understand or they are not worth going after. When I explain fully what I am sharing with a prospect (Usually during the initial run through)... I have a good idea whether or not they "get it." Just to clarify, assuming they get it andare not excited about the possibities... I move on.
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Creativegirl 13 years ago

Giving too much information to a prospect vs. a paying client (contract signed) is different. I used to be very free with information as I felt (and still do) people need to be educated and involved to make better decisions, especially with their websites, marketing and advertising. But I've learned to limit what I give a prospect and at times a paying customer. Generally they don't want to know. They get overwhelmed and their eyes glaze over. I do however purposely give nuggets of free information that I would normally give in consulting, knowing full well the value of if they use it and that it's worthless info if they don't.
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- myob 13 years ago
  
  I just love telling this story. An aquaintance of mine is a roofing contractor, and about five years ago he wrote a book, "Do It Yourself: How To Repair Your Roof". It was about 220 pages of detailed instructions on how to repair a roof including code requirements, permits, support points, equipment required, etc. His peers thought he was nuts for giving away this book for free, until two years ago during the recession his business was booming while the other local contractors were floundering or went out of business. He had all of his contact info of course on the outside cover as well as inside. My point is, when your clients see just how difficult it really is, they would rather have you do it for them. Obviously, you've proven that you are the "expert".
  
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Rob Richards 13 years ago

Providing huge value has always been a key to my business. I still even provide a free website to some business owners, just so they can take me and my services for a "test drive".

Once they recognize the value, they're hooked and the on-going monthly $$ quickly surpasses the cost of that website.

Rob
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Tim Hoogasian 13 years ago

A few tips on how to improve their business results will get them excited far more than yakking about SEO.

How many warriors ever thought about "Lifetime Value of a Customer", before seeing something about posted here? (How many think about it even after they learned it?)

Same --or worse-- for most "offline" business owners.
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- tanya7zhou 13 years ago
  
  Think of those guys like Dan Kennedy, Jay Abraham, the lot
  
  They say it all, but if they come with a WSO for you guys to be directly mentored by them, you jump at the chance, won't you!
  
  If you tell them what to do, they'll retain your service. Don't be afraid to tell. What about if they succeed, thanks to you right?
  
  They might comeback and say thanks and you can always ask for referrals right?
  
  It's a win - win
  
  Don't be afraid to tell. Some people are not succeeding coz they are afraid of revealing their secrets to business owners.
  
  Don't be. From today, go out there and talk to these guys, give them free information, free articles, free reports, free advice until they say "Enough, how much can we pay you for you to assist us with these strategies?"
  
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GCooper 13 years ago

At the root, it is the law of reciprocity, do unto others...

When someone is helpful with me, I naturally want to help them too.

-G
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- tanya7zhou 13 years ago
  
  Originally Posted by GCooper
  
  At the root, it is the law of reciprocity, do unto others...
  
  When someone is helpful with me, I naturally want to help them too.
  
  -G
  
  Well said man. It's a Golden Rule!
  
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  TE2 13 years ago
  
  I forgot to mention in my earlier replies that I do NOT tell them how to do it in person unless they are paying me for the consultation.
  
  I only offer the how to stuff in free reports or ecourses that they get by opt-in on my site.
  
  Regards,
  
  John
  
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AdBankPro 13 years ago

My whole business model depends on giving away free information. Most business owners with the money to invest in my service will not have time to do any of the things I show them how to do, and they hire me to do it for them. I overload them with "how" I do it all and when they see how much there really is to do...and that I know what I'm doing, PRESTO! Houston, we have a deal!
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- Sparksman 13 years ago
  
  Originally Posted by AdBankPro
  
  I overload them with "how" I do it all and when they see how much there really is to do...and that I know what I'm doing, PRESTO! Houston, we have a deal!
  
  Yeah, that's gotta be the way: "Well Mr Client, you "Simply" do this, this, that, this,.........................................
  ..................free report................then this and that............. and your done!"
  
  Mr client: "How much did you say you'd do it for again?"
  
  Thanks
  
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  skwonker 13 years ago
  
  Excellent post
  
  I have 3 businesses and give free advice in all 3 businesses. Jay Abraham calls it risk reversal and I think that is what the customer really wants- to know that it is you that is taking the risk not them
  
  In my CV (resume) writing business, I offer a free CV review and a free Ebook, in my computer repairs business, no call out fee and in my SEO business, a free report detailing the issues with their website (if they have one)
  
  When I bought my very first Internet marketing course (Cory Rudl's), one of the things that stuck in my mind was the importance of the list and building value in the client's eyes before they bought anything by giving value (free newsletter, tips, etc)
  
  In my opinion, the client is usually far too busy if they are serious to do anything themselves. If they aren't going to buy, they aren't going to buy no matter what. Useful free information often (not always) seals the deal
  
  Thanks
  
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Avesel 13 years ago

Personally, I tend to remember those whom don't seem to only care about my wallet but also about my well being. And when I do open it, I tend to give money to those people.
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sconlinemarketing 13 years ago

That is some sound advice. Thanks
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Gary King 13 years ago

Always give...

Always remember that some will take you too far...

If there's any waffling, especially when someone clearly just wants to put "webmaster" on their resume but you KNOW they'll never get the updates done, etc., I just suggest what others have said - expertise...

I tell the client that perhaps internal people would serve the company better doing what they do best and I'll do what I do best at a reasonable investment.

Have a great day!

Gary
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Scritty 13 years ago

Originally Posted by Tiduslite8

Maybe I'm wrong, but I'd like to think that our clients are paying us for the knowledge and experience we bring to the table.

I'd say you were spot on.
Since I was whacked by Big G a couple of years ago I've been steadily building up a handful of larger sites. In the mean time doing exactly what you said above.

Real bricks and mortar clients. Real good ones. And telling them what they want/need it VITAL imo.
Explain it in plain language - then slightly over deliver against their expectations if at all possible.
I have clients who pay me £180 ($250) for putting up a quick wordpress site and a few thousand words - say 6 hours work.

Sure it's a little harder than it was during my "adsense" hayday - but I'm learning all the time as well.

Be open an honest with your client. Explain in simple language, and don't undercharge.

As SEO experts (which many of us are) $40-$50 an hour is a fair rate. If you have a suite of tools and other devices you can sell "runs" or "hits" then making a $100+ an hour while writing a few articles or sipping coffee while Xrumer, A VPA or whatever does it for you is a really simple task

Like the OP said - be honest - open up to your potential client - they won't be able to act on what you say anyway.

We love SEO (well I do) but most of the people I speak to want the benefits but hate the idea of doing the work involved.

So sell it to them. And that means being open with them

Scritty
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Giving free advice to offline clients

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