Entering the membership development game more than two decades ago, my bias was to limit benefits and services to prospects. “Over my dead body” comes to mind. My view has changed. Here is why:
1. The fundamental of free as a part of virtually every business model has been established. To develop new relationships we need to pull people and their companies toward us. That is often with a free offer or program.
2. Your new generation of customers really expect something free. Future members and customers are conditioned to complimentary services because of their formative years in the information age.
Be thoughtful in the “free” component of your offering. Here is a main idea.
Free should be setting the table for an action – a future purchase, registering with your website, opting into your platform of communication or some other activity. Don’t give anything away without a long term strategy to leverage the engagement without dollars.


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