As most business owners know a long term relationship with a customer is built upon trust: trust that you will deliver what you sold, trust that your customer support is efficient, trust that they made the right decision choosing you over your competition.
A smart way to commence the building of trust with a prospect is to demonstrate your business has the ‘right-stuff’ and this can be achieved with a freebie. Offer a free product or service that adds value to prospects and demonstrates your ability to provide the solution.
A good example of a free offer is a free eBook. The eBook must be high quality, and full of value-add for the reader and demonstrating your knowhow.
There is a right and wrong way to providing something of value for free. The wrong way is to give it away without being able to contact the person again. The right way is to capture the person’s email address and if possible additional contact details so you can communicate with them compliantly thereafter.
Establishing and building upon trust is the responsibility of the business owner not the client or prospect and it will be much harder to do with the prospect if you can not contact them.
With our clients we not only recommend offering the free eBook but also upselling with an addition high value offer at the same time. By upselling while the prospect is still registering for the first freebie you add even more value than the prospect anticipated as part of the initial contact. We have found this approach to be very effective.
As an example of how effective up selling can be let us look at how Knowledge to Action utilizes CampaignHub’s Upsell tool.
Knowledge to Action, which provides Forex training around the world, utilizes CampaignHub’s Upsell feature to firstly offer their free eBook via a registration landing page and also up sell the prospect to join their free online video training site where the prospect receives over 5 hours of free Forex training. The free Forex training website is an extremely powerful sales tool as the videos provide a huge amount of value and proof that Knowledge to Action are truly leaders in Forex training.
The image below shows part of the registration page that offers the free eBook. Once the prospect registers for the free eBook CampaignHub displays an up sell page that offers the free Forex training – note the one-click registration button (second image)
In our experience most up-selling software forces the prospect to re-enter in their registration details twice (for the initial offer and the additional offer) or even worst sends them off to another third party site. With CampaignHub’s Up Sell tool the prospect registers for the free Forex Video training by simply clicking a button.
When the prospect clicks the registration button CampaignHub registers the prospect for the free Forex training automatically.
By implementing an up sell offering to a their free eBook download we have seen a positive increase in the amount of registrations for the free Forex training website.
Another benefit of upselling is that you can leverage the traffic/exposure of a well known free offering to get more visibility for your additional lesser known freebie.
Contact Us for more information on our Up Sell Solution for your Business.
