(Listen to this post, here.)

I have an important secret. And because I like you, I’m going to share it:

They are giving away electricity at Starbucks.

That’s right. I went in there yesterday, plugged my computer power cord into an available outlet, and sure enough, free power.

I know, I couldn’t believe it either. I pay for this stuff at home.

Here’s another one. Trader Joe’s has metal wagons you can push around for collecting your items while shopping. Also totally free.

Plus, and I’ve known about this for a long time, they give away food to taste. No email address required, no questions asked. As my now grown daughter Emily once observed when she was about 7, “If you could find a place to hide, you could live here forever.”

But wait a second.

All these things have real costs to the businesses in question, whether that’s electricity, shopping carts, or samples of Trader Joe’s Unexpected Cheddar Cheese (which, between you and me, sounds more like something you would tell your doctor about than eat deliberately).

So here’s my question for you. Why are they doing it?

Why are they providing “unnecessary” things to customers – things that do immediate damage to their bottom line?

The answer, of course, is that Starbucks and Trader Joe’s understand that while the products they provide may be what people ultimately pay for, getting customers to buy a lot and buy often requires more than just taking money at the cash register.

More specifically, these businesses (and many others like them) invest in offering:

A Better Experience.

Giving customers free power – and, for that matter, free WiFi and a comfortable place to sit – is what gets a lot of people in the door.

What can you do in the name of improving your clients’ experience? Things like…

… making sure they have your cell phone number and inviting them to call or text if they have an urgent need (don’t worry, they rarely will).

… providing more work than agreed upon by writing 15 pages of a web site even though your proposal said 12.

… spending an extra 10 minutes on a scheduled hour-long coaching call instead of slamming the door shut when the hour is up.

More Convenience.

Shopping carts help people buy more things, more easily.

What can you do in the name of improved client convenience? Things like…

… accepting credit cards and online payments.

… allowing clients to book meetings with you through a tool like Calendly.

… assuming administrative tasks associated with the work you do for your clients.

Product Sampling.

Free samples give Trader Joe’s customers a chance to try before they buy.

But I know, it’s hard to sample a professional service (you can’t get half a root canal and then decide whether to move forward). But…

… you can create free content – newsletters, videos, podcasts, special reports – so people can get a sense of how you think.

… you can post testimonials on your web site to help prospects feel confident you are as good as you seem to be.

Here’s the bottom line.

Years ago, I heard a conference speaker say that the longer you wait to ask someone for their money, the more of it they will give you.

So while of course it’s true we don’t get paid until a client writes a check, there are all kinds of things we can do – before, during, and after they hire us – to increase the likelihood they buy more, stick around longer, and spread the word.

Enjoy your cheddar cheese.

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Discussion Questions:

1. What’s your favorite free thing that a retailer provides?
2. Have you ever eaten Unexpected Cheddar Cheese? What were you expecting instead?
3. What do you do in the name of convenience, sampling, or a better experience for your clients?

Share your answers below…

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