Written by: Vickie Sullivan | March 22, 2022
How to Go from Free to Paid
During the height of the pandemic, a lot of us gave away our services in the spirit of the greater good. Now that it’s time to generate revenue, the big question is: How do you go from free to being paid for your efforts.
Unfortunately, it isn’t as simple as announcing, “OK, I’m charging now!” Many buyers are used to getting free things. Plus, uncertainty with the economy and markets will cause them to be strategic with their spending.
2 Strategies to Get People to Pay for Your Services
There are, however, two narratives that will open the door for you and get buyers comfortable with letting go of the free services and start paying you:
• “This is very different from the free things you have received from me in the past.” This is where you show the depth of what you offer and its scarcity. Examples: A different structure, more resources that aren’t available elsewhere. Buyers need to know the difference between what’s free and what’s worth paying for.
Listen: Two Stories that Negate Your Value
• “The impact of this work is very different from my free offerings.” This is where you show outcomes and urgency—not on the ground but also at 30,000 feet. The more specific you are, the better. Examples: This approach will help you retain top staff by (big percent) or this approach will smooth the transition between point A and point B. The key is that the buyer knows they must invest to get this result.
The big message here: “It was an honor to get us past the worst of the pandemic, but now it is time to get things done. And now is the time to invest in the best outcomes.” You can get this message out when you accurately compare what you have given away and the best path forward now.
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