Make A Sale To Get A Customer

Sounds backwards, right?

Well, it is.

“Backwards” to the way most of us have been taught to think about our businesses.

Which is why it is such a powerful and profitable concept that almost none of your competitors will ever understand or put into use.

And that means that you will win BIG TIME when you change your fundamental thinking about business to be in line with this out-of-the-box approach that the world’s most successful business people use.

The whole idea is to come up with ways you can gain a new customer, client or patient at a break-even point or even a minor cost (known as a “loss leader” in retail), so you can sell to them over and over in the future and also get them to refer others to your business.

In other words: Small short-term investment = HUGE long-term profits.

Let me explain the concept…

What’s the most magical word in marketing? Yep, if you said “FREE!,” you’re right.

“FREE” is the basic foundation of Promoting 101. That four-letter word captures attention and spells success. I’m talking about the real thing — something that is valuable just being given away, no strings attached and no extra charges. (And ideally, your “free” giveaway has a much higher perceived value to the recipient than its actual cost to you.)

Now, you could be thinking (and if you’re the average, struggling business owner you probably ARE thinking): “Are you crazy? It would cost a lot of money to just throw products and services out the window to everybody who looks my way! Lots of people out there are like leeches, always looking for a handout!”

Sure, some people WILL take advantage of you. But (a) They’re a lot less than you think, and (b) That’s part of the cost of a smart marketing campaign — factored into the overall investment right from the start.

In reality, if you don’t make it a practice to offer something of value up front — with no strings attached — to attract a new customer, client or patient, then you don’t deserve to have a thriving business in the long run.

But when you do make it a habit to come up with ways of “moving the free line” and giving away MORE of your BEST products and services up front, you’ll discover that your business will grow stronger and better than ever (mainly because your clueless competition will never have enough sense or guts to compete with you for new business).

As an example, let’s say you open a new restaurant in your town.

You could spend a few thousand bucks a year on advertising and get some exposure on local TV, radio, newspapers, yellow pages, etc. — hoping that some of it works.

Or…

You could do a big, one-time “Grand Opening” promotion, and give away 1000 free lunches.

Both strategies will cost you about the same amount of money. But which one do you think has a MUCH better chance of attracting loyal, happy customers for the long run?

Do you think you can you effectively describe with just words and pictures the fresh taste of a crisp salad with all the trimmings and the joys of a hot, steaming turkey sandwich served with a smile just the way you like it? Aren’t there plenty of other restaurants in your area that serve pretty much the exact same menu as yours?

When you attract people to your restaurant with the irresistible offer of a free meal with no strings attached, you let people experience the intriguing aroma, tender tastes, and stylish appearance of your restaurant for themselves — before they have to make a decision whether or not to become a customer of yours.

As long as you have good food and service (which is a given, or else nothing I could teach you about marketing would ever work for you in the long run), it is extremely likely that these satisfied “free lunch” customers will return to your restaurant again and again, and tell their friends about you as well.

In fact, you can capture a lot of attention — and even free media coverage! — if you know how to promote your “free lunch” event properly — and that will also pay off long after your “Grand Opening” promotion has ended…

That’s because “user experiences” make a lasting impression in a way no mere words or pictures ever could.

So, what if you don’t own a restaurant? Are you making the dreaded “That Won’t Work For Me, Because My Business Is Different” mistake in your head right now?

I hope not.

In every business there’s something desirable that you can give away which will have the same (or even better!) effect. Maybe it’s a free report, a free oil change, a free subscription, a free trial of your service or one free hair cut. The secret is to get your prospects in the door, and wow them with the very best you have to offer.

If you do, down the road you’ll reap the rewards of your gesture many, many times over.

And if you don’t, well… You can just keep blaming “the recession.”

“Will people be skeptical?” you ask. Sure they will — at first. We’ve all learned to be wary of the hidden agendas of giveaways.

Your prospects are bound to think “What’s the catch?”, but in their hearts they will still appreciate your generous gift — especially after you’ve given them a pleasant experience. Everyone remembers true generosity!

So the next time you’re trying to find a way to boost your short-term cash flow and grow your business long-term even more, resist the urge to take the lazy and “same-old, same-old” approach. Instead, go all out and treat your prospects and current customers, clients or patients to an old school, honest-to-goodness FREE gift, and watch what happens!

Hey, I didn’t say it would be easy or that it wouldn’t take guts! Winning isn’t necessarily “convenient.”

Just remember that often the biggest risks have the biggest payoffs, and that smart risk takers usually come out on top — especially in a tough economy like today’s where your competition is most likely timid and fearful of trying anything even the least bit bold.

But people are still buying all kinds of goods and services these days — just not as freely as they did when the economy was booming. Nowadays it’s up to YOU, the business owner, to give them a good enough reason to spend their money — and to spend it specifically with YOU.

When you go the extra mile these days, you’ll easily stand head and shoulders above your competition — in self-satisfaction, revenue, profit and — most important of all — the long-term success of your business.

Do you even remember how it feels to sleep soundly night after night, knowing you and your family’s present and future are secure?

Because that’s how life is for those of us who have embraced the power of The WOW! Strategy™.

Have you done an aggressive “free” promotion lately? I’d love to hear about it in the Comments section below.