Being a Coward Isn't Valuable To Anyone.
There is a big difference between "being a giver" and being too paralyzed to ask for lots of money for the value that you deliver. Being a giver means that you take something that already has tremendous value and donate it to someone in need. That's not the same as charging nothing and hoping that people value what you do more than you do and eventually start paying you for it.
It's a perspective issue. A very important perspective.
In a busy world where executives move madly from meeting to meeting to meeting, any number of factors convince them subconsciously whether they should be doing business with you or not. One of those perceptions is the value of your product or services.
Value is an interesting construct. Everyone builds value differently. Part personal experience. Part perceived reward. We each have a different way of looking at something and instantly deciding how much it is worth to us.
A cup of water in the middle of the desert might be worth your life savings if it allows you to have a longer life. But you won't give away your life savings if you have a rack of bottled water in the refrigerator.
Value is closely tied to how much you charge.
Charging too little for your services is a huge red flag when others determine your value. When you give something away for free and then claim that what you're giving away has a high value, you become unbelievable. You trip up your audience's internal BS detector.
And so instead of trying you out, they pass you by. You're instantly too risky.
A better approach to getting the value that you think you deserve is to charge more for your services then you think you should and then rise beyond that charge with value that is even greater. Charge $2,000 for a $750 dollar solution. Then deliver $4,000 dollars worth of value.
You get more. They get more.
Everyone is happy.
The simplest solution to achieving big business growth is to deliver more value than people pay for. And you can't do that for long if you're giving everything away. You can't deliver much value at all if in the back of your head you know you're not getting paid to do anything at all.
By the way, the way you begin a relationship is very important. If the premise of your relationship is that you are giving away your product today for free in the hopes of paid business in the future, you are operating a delusional business strategy.
Keep it simple.
Never discount your product or solution.
If someone needs your help and you want to help them, then do it for free.
Give it as a gift. No strings attached. For everyone else, charge for value. The value you deliver will be consistently reliable, and memorable.
You won't be running around hoping that someone eventually feels sorry enough for you to pay you part of what you think you might be worse. Enough already.