Each year, Costco, the warehouse superstore, publishes a new cookbook which features their products to make everyday and special occasion meals, desserts, and drinks.
Anyone who loves to cook can easily take the book to a local supermarket, buy the ingredients there instead of at Costco, and create the same meals.
Does Costco worry that this will occur when they are planning each year’s cookbook? No way.
They continue adding value and loyalty for each member through this meal planner.
What value-based service have you decided not to create because clients may take your advice and go elsewhere for help?
There are three reasons why this rarely occurs:
If a huge, successful warehouse can share recipes with products that can be purchased in alternative stores, strengthening their relationship with millions of members, you can put your paranoia on hold and share a few secrets as part of a how-to brochure, case report, or Web site frequently-asked questions section.
What type of information will you create and gladly distribute now that you’re ready to proceed?
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There’s also something else Costco is counting on, that being you buying your products at their store that you’re heading home to make their recipes with.
One time I did a website review for a guy after he asked me to take a look at it, expecting that he’d hire me to do the clean up work for him. Instead, he took my recommendations to someone else; I learned that lesson fast.
Doesn’t mean you don’t help when you can; just means one has to be cautious as to how much they’re giving away for free if it could possibly lose them revenue.
What you state is so true, Mitch, about how much service you provide so that you don’t give everything away.
There’s a fine line between telling and outlining, and when you like to share, it’s more difficult to not give it all away. But like you, experience has taught me well.
And who doesn’t love shopping at Costco? The only problem is if the recipe calls for 1/2lb of brussel sprouts you will need more recipes because you will be leaving the store with 6lb of brussel sprouts!
I am constantly giving out free advice to people I trust only because I know it will come back around. You grow by sharing ideas and what works.
I also agree with your comment about sharing advice and wisdom.
However, I’m personally careful about how much I give away, as I often go beyond what people want to hear during a brief conversation.
I love the point about telling vs. outlining. Sometimes people want you to give away everything and they want it specific to their circumstances.
I love to talk about what I can do for clients, however, I try to keep things a bit more vague and general before I actually have a new client.
I dont worry about sharing information on my blog and however. That is what it is designed for. Most people take the info and note that it came from me. The idea is that they think of me when they need work done.
Hi Brandi,
Vague and general in terms of outlining, rather than being specific, is the only way we can ensure that free consultations aren’t what’s delivered on the spot.
Thankfully, we can deliver value that appears to be insider secrets while keeping the truly-major benefits ready for paying clients.