How I got Free Drinks for Life
Posted on Apr 8, 2008 By Dan HealyLike every other entrepreneur, I have had my ups and downs when trying to make a sale. It’s difficult to try and get a restaurant or a bar to spend money on internet advertising, especially if they aren’t familiar or comfortable with the idea of the web.
I always thought that this was a deal breaker for me. If I was incapable of explaining the benefits of the advertising, then the client was going to be a waste of time. No matter how persistent I was, I would never be able to close the deal.
I was wrong. What I needed to realize was that I don’t just have an online advertising medium., I have first-hand knowledge about the market they must attract in order to have a successful business.
Since making that realization, I now go into every sales call knowing that if they won’t pay cash to advertise on the website, I have a few other tricks up my sleeve that they could make use of.
Consulting
This is the best way to take advantage of the knowledge I have of the market. On numerous occasions my business partner and I have sat down with restaurant owners, and marketing directors to tell them what they need to do to increase their customers. And more often than not, it works. Sometimes we do this work pro bono, and we are fine with that because we know that it will eventually lead to a sale.
Co-Promotions
Like all websites, our main goal is always to increase our traffic. As part of our marketing plan we always include co promotional events and advertising from our clients. This includes free food giveaways, where we pass out fliers and provide signage, and coupons that we promote exclusively through our website. This increases our traffic, and our online orders.
Trades
This has recently become my personal favorite. If restaurants are not willing to shell out the cash for advertising, then make a trade. My most recent trade was with my favorite bar on campus. I now provide them with bar advertising, and they comp all of my food and drinks. This is ideal because I have a place to bring my laptop, do work, and watch the red sox with a beer, free of charge. How cool is that?
These are a just few ways to make the best of what seems like a broken deal. Don’t give up, if you get creative enough, you can always close a sale.
Posted In: sales
Comment by Glenn on the April 8th, 2008 at 10:07 pm
Both Keith Ferrazzi of ‘Never Eat Alone’ and Nicholas Boothman of ‘How to Make People Like You in 90 Seconds or Less’ are great advocates of the underlying theme of these tips that you suggest: When you approach people in business, you don’t ask “How can you help me?” but instead you ask, “How can I help you?”
This attitude, one of NOT keeping score, can go such a long ways in in building incredibly strong - and eventually profitable - relationships. And the best part is, unlike many ‘tricks of the trade,’ the more people who understood and embrace this philosophy, the better off we all are in the long run.
Comment by Andrew McMillen on the June 29th, 2008 at 7:30 am
Dan, I like this entry’s message, but I don’t like how you’ve structured its appeal. You’ve overshadowed the important bit, which is applicable in many contexts - compromising for mutual gain - by promoting your free drinks. Good for you, but you come off a little smug.
Maybe I’m reading into this entry too much. Regardless, thanks for sharing.