Small Business Marketing Strategies – Using Samples
In a small business, one of the best ways to win over new customers is through the use of samples. If it is possible for the owner to let potential future customers try out a product or service first, this can greatly reduce the buyer's risk, and increase sales.
Here are some guidelines which can help you use samples more effectively:
Keep It Simple You should not overwhelm your customers with too many samples. Try to figure out which one or two products or services would be ideal, and let them choose from among those. Even the simple act of suggesting the most popular (among several options) can improve sales for you. The danger in using too many samples is that customers can become overwhelmed, and may find it easier to make no purchase at all, instead of the targeted choice you suggest. Present Your Offer Soon After Once someone has tried your product or service, and been favorably impressed with the results, it is important to keep the buying process moving forward by allowing the potential customer to buy the larger version of your offering. Getting bogged down in other details, or allowing the customer's attention to become occupied by distractions, generally will work against you. Presenting your offer when a customer's emotions are most favorable (after successful performance) increases the likelihood of a sale being made. Move On Quickly When A Sample Fails If a potential customer does not care for a particular offering, then the best alternative is to move on smoothly to a product or service offering which may fit them better. You might also ask a few targeted questions to improve your recommendations. The reasoning here is that if your best offerings do not match what the customer is looking for, it is unlikely that you will have more opportunities to make a sale. Of course, if you have reason to believe that none of the products would be a great fit for a customer, you should disclose this and part as friends. This strategy might cost a few sales in the short-run, but the long-term benefits to reputation usually more than make up for it.
In summary, product and service demonstrations are a powerful way of increasing sales. By limiting the available choices, making an offer soon after the sample, and moving on when a sample is not working, you can improve your sales tremendously.
Copyright 2010, by Marc Mays