‘Free’ Is a Four-Letter Word for Channel Partners

Gil Cargill is founder and CEO of Cargill Consulting Group Inc., a B2B sales coaching and training consultancy based in Los Angeles. He spoke recently with ChannelPro-SMB Publisher Michael Siggins about how channel partners should sell value—and why “free” is a four-letter word.

ChannelPro-SMB: You say channel partners should not be uttering four-letter words. Can you explain?

Gil Cargill: The biggest misuse of a four-letter word in the channel is the word “free.” I see too...