Quid Pro No: ‘Something for Nothing’ Customers
Alms for the non-needy?
This has been a tough couple of years for salespeople in all industries–no doubt about it! But there’s another trend that’s gaining momentum: Customers who want something for nothing. It’s not just reality–it’s ACTUALITY!! In a world where you have unprecedented access to goods and services from around the globe, who can really blame them for trying to set their own terms?
One of my clients, who pretty much has all his sales eggs tied up in one Fortune 100 company basket, told me their purchasing department (who puts him on the preferred list and pays his invoices) goes on retreats to learn how to squeeze the vendors! (I wonder if they fail the course if they don’t haggle over the cost of the training!)
This tactic is preposterous, but true. You may get all hot and bothered about it, especially when it’s pulled out of a hat in the “ninth inning” before the final signature is inked on the contract (sooo close you can taste victory). But you gotta give the customer credit for trying. It probably works more often than you think.
How would you handle scenarios like this where customers want something for nothing? My favorite response is to laugh, and then say, “Wow! That was a good one!” My next favorite response is to offer to take away some of the goods or services from the proposal in line with the “ask.”
But what do you do? Do you give in to make the sale?
Creative Counterattacks for the Freebie Frenzy
1. Conditional Discounts: Because Nothing Is Free
Want a discount? Sure thing—as long as you’re ready to commit. Offer deals for early payments, bulk buys, or locking in long-term contracts. Think of it as the customer showing their loyalty up front.
Example: Salesforce offers reduced pricing for clients who commit to multi-year contracts, emphasizing loyalty and long-term partnerships.
2. Bundle Pricing: A Little Something for Everyone
Instead of slashing prices, bundle them. Pair complementary products or services into a shiny “deal” that feels like a bargain but keeps your margins happy.
Example: Adobe Creative Cloud bundles its suite of tools (Photoshop, Illustrator, Premiere Pro) into an all-in-one package, making it a no-brainer for creative professionals.
Service Business Twist: Create packages like "Implementation + Support + the Answer to Life" and charge for all-in-one convenience.
3. Trial Offers with a Side of Strings
Free trials? Expected. Overdone. One-dollar trials with a hook? Now we’re talking. A “$1 for the first month” deal lures them in, and the upsell seals the deal.
Example: HubSpot offers free trials of its CRM with limited functionality, nudging users toward the paid plans for more robust features.
B2B Twist: Give customers a taste of the premium life, such as limited access to VIP features during the trial—and make them salivate for more.
4. Value-Added, Not Value-Subtracted
Discounts scream “We’re desperate to make this sale.” Extra perks whisper “You’re special; you deserve more.” Toss in a bonus training session, a fancy report, or an extended warranty, and suddenly you’re the hero they didn’t know they needed.
Example: Zappos goes above and beyond with free returns and 24/7 customer service, giving shoppers confidence and security in making the purchase without a discount in sight.
B2B or Service Business Twist: Add a cherry on top with free onboarding or extra consulting help. You’ll look generous without a lot of extra cost of goods.
5. Loyalty Programs: Treating Them Like Royalty
Appreciate your repeat buyers and turn them into raving fans with a loyalty program. “Spend more, get more” is a rallying cry they’re happy to get behind anyway.
Example: Starbucks Rewards gamifies purchases by giving VIP customers free drinks and personalized offers.
B2B Twist: Create a VIP program for your top-tier clients. Offer exclusive perks like early access to product launches or private events with your top team members or execs.
6. Performance-Based Discounts: Earn Your Keep
Offer deals tied to outcomes. “Hit X milestone, get Y discount.” It’s the pricing strategy equivalent of dangling a carrot—while keeping the stick firmly in your hand.
Example: Google Ads often provides promotional credits for reaching ad spend benchmarks, motivating users to spend more to “earn” the discount.
B2B Twist: Tie discounts to measurable goals like, “Generate 100 leads with our platform, and your renewal’s on us.” Everyone loves a challenge, right?
7. Scarcity and Exclusivity: Because FOMO is Real
Deadlines are magic. So are limits. “Only 10 left” and “Offer expires Friday” are phrases that encourage wallets to open.
Example: Ticketmaster’s dynamic pricing for live events builds urgency by showing limited availability for the best seats.
B2B and Service Business Twist: Target your deal to key decision-makers with exclusivity baked in: “Special pricing for early adopters.”
8. Pay-What-You-Want: The Wild Card
Want to blow their minds? Let them name their price (for a trial or pilot). You might be shocked by how generous some customers are when they think they’re in charge of their project costs.
Example: Radiohead famously let fans name their price for the album In Rainbows, proving that trust can sometimes pay dividends.
B2B Twist: B2B customers are familiar with “free discovery sessions” and pilot projects to test features and outcomes before fully committing.
9. Prepaid Discounts: Pay Now, Save Later
Upfront cash flow is the holy grail. Offer discounts for prepaying a year’s worth of services—it’s like a trust fall, but with money.
Example: The Database Diva offers a discount for its largest block of project hours for committed customers who want a discount to achieve maximum momentum on their marketing automation implementation.
10. Collaborative Solutions: Work Smarter, Not Harder
Partnerships make the world go round. Offer discounts in exchange for something mutually beneficial—like a glowing testimonial, a case study, or joint marketing efforts.
Example: Canva for Teams offers discounts for nonprofits in exchange for brand partnerships that spread the word about their tools.
B2B and Service Business Twist: Co-brand a campaign or event with a customer who wants to reach the same audience as you, letting them contribute to part of the expenses while you both rake in PR points.
Yea or nay to freebies?
Final word: Stand tall, but stay nimble. Discounts and pricing games are part of the dance—but you lead, not follow. The trick is to flex without flailing, showing your customers that while you could give them a deal, you’re doing it because you’re savvy, not soft. Whether you’re bundling, tiering, or outright daring them to pay what they want, the goal is simple: keep your value high and your customers coming back for more.
