Being around optical professionals, one of the things we consistently hear about is should you charge for adjustments and screws when the patient has not bought the product from you? Why should you giveaway lens clothes and cleaning solutions, when the patient should buy them? Eye Overheard just published an article on free exams. (that post got some comments) The reality is free stuff pays off. (witness how many people at optical trade shows go to booths to pick ‘free stuff’), On the internet- tons of ‘free trial contact lenses’ are offered. I do not know one person who is not attracted to free stuff. And if you are attracted by free stuff, so is your patient.
Witness Google- remember the old days that you actually paid for email services (aol.com) . Google took over the market in a very short time by offering free stuff- and more free stuff, and more free stuff. You don’t have to buy a MicroSoft Office program anymore- Google offers spreadsheets, documents, email, trend searches, images, calendar, photos, videos, finance and so much more- FOR FREE- which is one of the reasons they are the top search engine in the world. Google, by giving away FREE STUFF is considered one of the fastest growing companies in the history of the world, and if you think about it, Google has infected almost everyone of our lives.
In his book What Would Google Do?
Take the Grateful Dead, that still today is one of the top artists of all time. (#55 and they stopped playing in 1995) How they did it- by giving away FREE STUFF. How they did it- they offered for free, food, lodging, healthcare and music to anyone who came to their concerts. Plus- they allowed free taping and sharing of all their concerts. In fact of the more than 2300 concerts they gave a little over 2200 concert were taped. In fact, (a huge marketing ploy) they actually encouraged the taping of their concerts by setting up a taping section for their fans. The result- a huge cult of Dead Heads, that consistently spread the word about the Grateful Dead- all by giving away FREE STUFF.
What does free stuff do?
- Encourage customers to make a purchase.
- Add value to the sale.
- Enhances customer services
- Turns maybe’s into sales
- Help to build mailing lists and email lists.
- Increase new patients and customers.
- Keeps your name in sight when you personalize free stuff.
- Encourages referrals
- Help you showcase your services.
Moral of this story-Giving away free stuff no matter what you think about it is good for business.
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