I am often criticized for my policy of non-zero set-up/licensing fees. I am asked: why not? Our competition is charging zero set-up fees? Why not us?
I want to quote to them the bulls-eye story, and I begin to, too, then I hold back. The legacy of wanting and taking things for free – hocking up a competitor in your face, and the fear of losing your prospect to someone less capable – has come full circle for my sales and marketing peers.
What I am offering, and of what value it is or can be to the prospect, is often ignored.