People do business with those they know, like, and trust. The faster you can build that trust, the faster you win customers. So how do you get people to know, like, and trust you faster?
Simple: remove the risk.
The less risk a customer feels, the more likely they are to take the first step.
The Secret Weapon: Free
If you sell something tangible, like candy or cookies, giving something away free is easy. Hand someone a bite-sized taste, and if they like it, they’ll come back for more. That’s how Twix hooked me almost 30 years ago — one free bite, and I was sold. After that experience, I bought Twix a few times.
But what if your product is expensive, or you sell an intangible service? That’s where you need to get creative. “Free” doesn’t always mean giving away the whole product. It means giving prospects a real feel for the experience of working with you — with no risk.
Most auto dealers will let you test drive a car for 2-3 days. So will many water filtration companies.
The Mattress Story
One of my favorite examples comes from mattress retailers. Instead of asking customers to take a leap of faith in the showroom, they delivered a brand-new mattress to the customer’s home for a 30-100-day free trial. At the end of the trial period, customers could either buy it or return it — no strings attached.
Here’s the punchline: almost nobody went back to their old, lumpy mattress. After 30-100 days of better sleep, the “risk” was gone — and the sale was almost guaranteed.
How to Offer Free With Intangible Services
If you offer a service, your version of “free” is your knowledge and expertise. That could mean:
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Hosting a free webinar.
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Giving away a short guide, booklet, or checklist.
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Offering a free consultation or strategy session.
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Presenting a live demonstration at a networking event.
For example, a decorator might offer a free room-design consultation. A sales trainer could show a group one powerful closing technique. The goal is to give prospects a taste of what’s possible with your help. Tony Robbins still has people do this both in person and online.
👉 Pro Tip: Give away the what and the why… but sell the how.
Why Free Works: The Psychology of Predicted Value
The reason people buy isn’t just because of what you offer today — it’s because of the value they predict they’ll receive in the future. Every purchase is a bet: “If I buy this now, will it pay off for me later?”
The easiest way to help someone predict they’ll get value after they buy is by giving them value before they buy. In other words: prove you can help by actually helping.
That’s exactly what “free” does. Whether it’s a free taste of candy, a 30-day mattress trial, or a complimentary consultation, you’re giving people a small piece of value upfront. Once they’ve experienced that, it’s much easier for them to believe the bigger purchase will deliver even more.
Target the Right Audience
Not everyone who wants free stuff is a potential customer. Some people will take anything that’s free but will never buy. That’s why you should make sure your free offers are targeted.
Promote your free offers in places where your ideal customers already spend their time. This ensures your investment in “free” turns into real leads and long-term business.
Final Thought
Free removes fear, lowers risk, and builds trust faster than almost anything else. If you want people to know, like, and trust you — don’t just tell them what you do. Let them experience it for free.
