What free stuff will you deliver this year?

Everybody loves free stuff. In fact, the internet has led us to expect free stuff. Free information, free tips, free coaching, free news, free entertainment, free recipes, free maps, free tech support. So, what ‘free stuff’ will you deliver this year that will add value, wow your customers, build relationships and clearly differentiate you from your competitors?

What might ‘free’ look like? Here are some examples to get your creative juices flowing:

1. For years, Home Depot has been running evening and weekend seminars on various aspects of DIY home improvement from bathroom renovation to deck building. Each year, at the beginning of the summer hurricane season hundreds of Home Depot stores along the eastern seaboard of the United States run special seminars on how to ‘storm-proof’ your home or small business.
2. A client of mine in the wholesale plumbing business recently brought in an expert on succession planning and exit strategies to coach their independent plumbing contractor customers on a subject they never think about – but should.
3. Scuba 2000, one of North America’s sharpest dive shops, offers free ‘tune-up’ courses to anyone who was originally certified by them. If you haven’t been diving for a few years, you should take a refresher session before getting back in the water. It’s a matter of safety. Because Alec Pierce, Scuba 2000 owner, was smart enough to build a special building with training pool, locker rooms, classrooms and retail shop all in one convenient purpose-built location, when folks come for their ‘tune-up class’, they also see all the new equipment they might like, or information on an exotic ‘bucket list’ dive vacation.
4. Costco is famous for their free samples of food products. A trip to Costco can be a ‘cheap date’. When a product is excellent, free samples can increase sales by 60% to 80%.
5. Cosmetic companies offer free makeovers and free gift with purchase – why, because it works.
6. Back in my days as a fashion retailer, we redefined the customers experience by creating a ‘warehouse boutique’ that offered a choice of free beverages as well as customer washrooms were equipped with change tables, free diapers, wipes and cream and free colour consultations that would cost these women at least $60 elsewhere. For husbands, we had electric massage chairs and for the kids we created an amazing ‘Pirate Ship Play Area’.
7. Some car dealerships wash your car for free when you take it in for service or repair. They have the facilities to do that and most smaller local garages do not.

So, what free help, coaching, unexpected ‘bonus’ or simple act of kindness would delight and amaze, build relationships and differentiate you from your competitors? Start by thinking and feeling like a customer. What kind of help do they need? What are they confused or unsure about? What would they like to sample? What would make them feel appreciated and special?

Get your staff involved. They know stuff. Who will take charge of this important project and by when do you commit to have something ‘free’ to offer?