The Free Cheese Trap
The Free Cheese Trap
Anyone in project-based sales has faced this:
a client asks for a detailed proposal, a full calculation,
or a custom solution “to make a final decision”.
It sounds reasonable — but often, it’s a trap.
A trap called “free work for the promise of a deal.”
How It Usually Happens
A manager bursts into the office excited:
“Big client! We just need to build the project — and they’ll sign!”
The whole team jumps in.
Days of work, dozens of hours spent,
and the result is perfect — detailed, sharp, ready to go.
The manager goes to present it...
and comes back with the dreaded line:
“They’ll think about it.”
Where It Went Wrong
We heard what we wanted to hear,
not what was actually said.
The client didn’t say:
“Make the calculations — and we’ll sign.”
They said:
“Make the calculations.”
We added the rest in our imagination.
The Smart Question
Before doing extra work, always ask:
“Let’s imagine I’m already here with the full plan,
detailed numbers, and an investment estimate.
Everything meets your expectations — what happens next?”
If they say “we’ll see” or “I’ll discuss with the team” —
that means no commitment, and your time isn’t valued yet.
Turn Free Work Into Leverage
If the project must be done,
make it a paid pre-contract stage:
“We can prepare the project as a separate stage.
If we proceed to contract, the cost will be deducted from the total.”
This approach:
- Filters unserious clients.
- Raises the perceived value of your expertise.
- Sets professional boundaries.
Bottom Line
Sales are about mutual responsibility.
If we invest effort — the client must invest commitment.
We’re fine with free cheese —
as long as the trap is ours.