Should You Give It Away? Consider Samples as a Sales Strategy

Recently, after enjoying dinner with my family at one of our favorite St. Augustine restaurants, I went to the ladies’ room. On the counter by the sink was a sign that read, “Enjoy a free hand massage.” That got my attention. An invitation to try the sea salt scrub in the dish in front of sign included purchasing information.

I tried it, I loved the way it made my skin feel, and I’ve purchased it. I’ve also recommended it to friends. For the cost of a very small free sample of their product, Secret of the Islands has gained a loyal customer (and no, I don’t get a commission if you buy from them). Browsing their website, I realized they use this same sample strategy in restaurants all over the east coast. What a great idea!

One of the most effective ways to sell many products is to give them away first. Especially if your product is subject to repeat purchases, providing consumers with a free sample may be exactly what it takes to turn them into loyal—and paying—customers.

Food products are a great example. How often have you been in grocery store and made an unplanned purchase because you were given a taste of something that wasn’t on your shopping list? How many people do you know who snack their way through Costco? Cosmetics, cleaning supplies, paper goods (both for the home and office), office supplies and more can all be effectively sold through a sample program.

Samples can make customers more comfortable with their purchase decision, particularly when you have a premium-priced product. These tips will help you develop and measure a sample program:

• Calculate your cost per contact and cost per sale so you can gauge the results of your sample campaign.

• Send a supply sufficiently adequate to allow for useful evaluation.

• Be sure prospective customers know what to do with your product (include instructions).

• If you’re providing samples to a retailer, include suggestions for displaying and demonstrating the product.

• Combine samples with other marketing techniques, such as coupons.

If you’re in a service business, your “sample” can be a no-charge initial consultation.