Tag Archives: offer

Objecting to Free Gifts: The Objection to Overcome When Offering Free Consultations

by Jenny Hamby
If you are a coach, consultant or expert who provides some type of service, an easy way to add value to your seminar is offering free consultations as part of your registration package or as a bonus to attendees. (And yes, it’s a great way to increase the perceived value of your offer when promoting information products, as well.)

You also can offer free critiques, audits, strategy sessions, etc. The goal, from a business perspective, is to open the door to a one-on-one conversation with your seminar attendees after your event. The theory is that seminar attendees will better understand what it is that you do, how you can help them, and why you’re the best man or woman for the job. In short, seminar attendees make highly qualified prospects. All you have to do is make the sale.

There’s just one little problem.

Most attendees do not ever take advantage of your gift.

Sometimes the problem is sheer laziness — it seems like too much hassle and work to make a phone call or fax in their bonus certificate.

Sometimes it’s busyness — a free consultation with you is not urgent, so it never makes it to the top of the to-do list.

Sometimes it’s even shyness of sorts — customers are too embarrassed to show you how poorly they are doing in your area of expertise. Rather than getting your help, they avoid your offer so they don’t have to face the reality of how much they have to learn and improve.

Then there’s the reason that I’ve naively overlooked in my own business: they think that you are going to spend the consultation time trying to sell your products or services. One of level, this seems logical, right? You offer free consultations so that you get the opportunity to sell. Therefore, it makes sense that customers will know that’s why you offered the gift.

Here’s where your attitude and intention make a big difference: Are you offering the free consultation only to sell? Or do you truly plan to deliver something of value, and then mention your products and services as a way to continue their education and growth?

I fall into the latter category, hence my blind spot to the objection that a customer pointed out to me yesterday.

As part of my home-study course, I offer a free critique to the seminar marketing materials you create by going through my course. My intent has always been to offer a bit of personal assistance in fine-tuning my customers’ seminar marketing copy.

Yesterday, at the end of a great critique, the seminar promoter made a confession: he hadn’t wanted to cash in his certificate because he suspected it would be a big pitch fest. He finally signed up, thinking that at the very least, he might get some ideas for selling services.

Instead, he received 3 pages of notes and suggestions for strengthening his marketing copy.

The lessons I learned, which I offer to you:

* Offer from a place of giving. Delivering value in a consultation is what will close the sale, not pressuring someone into buying. I’m pretty confident that if my customer needs help in the future with his seminar marketing, I’ll get a call.

* But don’t assume that your prospects and customers know that you’re not out just to make the sale. My customer even shared his ideas for how I should address this particular objection in my marketing materials.

* Remind customers that they can cash in their certificates. The reminder I sent is what finally promopted my customer to dig out his certificate and sign up for the critique.

To effectively use free consultations as a bonus to increase seminar value and registrations, think about all of the reasons prospects might be wary about accepting your offer of free help. And don’t forget to look at own experience — why haven’t you taken advantage of every offer for free help you’ve received? The more objections you address, the more people will accept your offer … and the more relationships you can develop.

About the Author

Jenny Hamby is a Certified Guerrilla Marketer and copywriter who helps consultants, speakers, and coaches promote their own seminars, workshops, teleseminars and webinars. Get your free copy of her e-course, 31 Secrets to Jumpstart Your Seminar Promotions.

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Create Your Three Letter Autoresponder Follow-Up

1255320846-iStock_000003370513XSmallA woman told me this week, “Your advertising is wasted if you don?t follow-up on your leads.” Her solution is to use a multiple autoresponder that sends her prospects a new sales message very few days.

People need to see your ad message several times before they buy. Those who buy on the first ad have already made up their mind after seeing someone else?s ad. Yours had the good fortune of reaching the customer at just the right time.

You can greatly increase sales with a three letter multiple autoresponder. There are a number of places to get these autoresponders free (fastfacts.net, getresponse.com, smartbotpro.net) and others who sell up-graded service at low cost.

Make your first letter briefly present your offer. It should be designed to get attention and bring in those who tend to quickly make up their minds to buy.

Your second sales letter should arrive the next day. Make it longer and filled with details. About 70 percent of consumers are folks who need ALL the details before they will purchase. List your features and connect them with the benefit your customer will get from those features.

Your third sales letter should be scheduled to arrive several days later. Start with “Successful people are busy. I know you probably saw my earlier messages, considered them, but haven?t yet had time to respond.”

Then give them another rundown on your offer. Bring in a fresh angle so it doesn?t seem like they are reading the same letter they saw a few days ago.

More than three sales letters tend to get ignored. If you want to send more, have your fourth and fifth letters arrive weeks or months later. Scheduling a new letter to arrive every month can catch a prospect when they?re ready to buy.

Offer Your Own Email Course

One of the most successful marketing techniques I?ve found is offering your own course via autoresponders. I introduced my Make Your Website Sell course (yes, before MYSS came out) and it is still getting gobs of sign-ups every day.

Here is how to create yours:

1. Pick a problem that lots of your customers struggle with. In my business the big stumpers are getting a site that sells, finding a way to handle email, figuring out search engines, and finding low-cost ways to advertise effectively.

A course on any of these is guaranteed to bring lots of interested prospects and customers (and you can bet I?m plugging my ads here and there during the course).

Your course could be on how to complete a basement, how to avoid an IRS audit, how to give your kids straight teeth, or anything else that customers often ask about.

2. If you don?t write or have time to pen your own articles, look for others who have written on the topic. It is perfectly legal to put their ideas in your own words (always proper to give them credit).

You can also quote the article. It is best to ask in advance, if your course is for commercial purposes. Start your article, then say expert Jane Doe has some valuable information. Include a few paragraphs of what Jane wrote. Be careful not to use so much you give away her entire article and spoil her ability to sell the information.

Kevin Nunley provides marketing advice and copy writing for businesses and organizations. Read all his money-saving marketing tips at http://DrNunley.com/. Reach him from his site via email.

Keep Old Customers Coming Back

42-16614137It is always going to be faster, easier, and cheaper to get your existing customers to buy than to lure in new customers.

Give your customers a new reason to buy again. Offer the service or product they have bought before, but this time with an added incentive. You not only design the web site, but also promote it for the first month.

Big discount stores like Kmart and Walmart have discovered the truth in this system. You’ll notice they go wide but not very deep. Instead of selling six different styles of can openers, they sell just one or two types of 60 different kitchen utensils.

Use this same principle to maintain your business’ niche focus while bringing existing customers more and more related products.

Each time you add a new related product to your line, blast out another email to your customer base announcing your addition .

Kevin Nunley provides marketing and copy writing. Read all his free tips at http://DrNunley.com Reach Kevin at kevin@drnunley.com or (801)328-9006.