The Desert of Arizona
Sunny 49 Degrees
Actually, I think there are three problems with the typical “free consultation.”
First, there is absolutely zero attraction towards something that is offered by tens of thousands of other people.
Second, this does nothing to cement your position as an Incomparable Expert in anyone’s mind. In fact, it moves you back towards the vendor direction pretty quickly.
Third, most prospects feel in their gut that a “free consultation” is going to mean someone will try to sell them something. Instead of reaching out and saying, “I want that!” they go in with their shields up.
But really, “Call me for a free consultation” doesn’t have much magnetic pull to it now does it?
So let’s fix that. Let’s get clear on what the point of the consultation is.
In my opinion, it’s not to sell. You might sell, but that’s not the goal.
The goal is simply to prompt a decision.
That’s why I call these things “decision points” in a patient attraction system. That’s the function they serve.
Decision points are regularly repeating offerings that a prospect WANTS to engage with that moves them to the next step of your system.
It doesn’t matter if they buy or not. There’s always the next time it comes around.
So here are some quick tips for transforming a “free consultation” into something far more attractive.
1. Give it a name. Like a product. “The Monday Mastermind” is one that I’ve come up with over the years. Ideally, the name could communicate an implied benefit for the prospect. What do they get from this?
2. Build in scarcity. In my Monday Mastermind, there are 4 slots available per week. That’s limiting the supply of me. I could offer these any day of the week for any length of time, but I don’t.
If you’re always available, why would anyone choose one time over another? Limit your supply in strategic ways.
Part of becoming an Incomparable Expert is offering an experience to your prospects and clients they don’t get other places.
This is where you get creative. But you want creative mixed with a strategy that’s effective.