How to Get Customers to Try Your Product: Sampling

As a growing business, it is imperative that you develop meaningful relationships with prospective customers. Catering to their needs through each step of the buyer’s journey is paramount in business today. Utilizing a strategy like Product Sampling is an effective method for driving sales at a crucial touch-point. This helps businesses in building brand recognition and swaying customer decisions. 

Here’s how product sampling is one of the best business practices to employ in a competitive market:

Drive Sales at Point of Purchase

There is much evidence to support product sampling as a conversion rate tactic. Research has shown that customers who have been introduced to new products via samples had significantly higher purchase rates. These factors can determine what makes or breaks a successful product launch or product line extension.  

One study in particular had shown that samples paired with cash-back incentives would promote sales growth. However, discount coupons alone would only benefit purchases made at full retail price. 

Sampling utilizes more than just a persuasive argument to purchase products. It also creates opportunities for promotional events, enhanced customer experiences, and measurable branding awareness. In an article by Supermarket News, consumer packaged good companies conducted sampling campaigns which resulted in the following data:

• 68% of consumers said sampling persuaded them to purchase
• 69% of companies said in-store sampling was the best method for new product launches
• 32% of customers from interviews stated that sampling would make them try a new product

Customer Relationship Management

Customer Relationship Management (CRM) is a strategy that businesses use to manage and improve their interactions with customers. It involves using technology to organize, automate, and synchronize sales team efforts.

In the context of product sampling, CRM platforms can play a crucial role in identifying and targeting potential customers. Additionally, managing and tracking sample requests as well as gathering feedback on products.

However, interacting with your target market may not always involve utilizing a CRM platform. Smaller businesses may need a more tactile approach to establishing customer rapport. This could include face to face engagement, dialogue through other channels, or hosting live events that cater to your audience. Whatever the case, it is important to consider the efficacy of your channel and your value proposition delivery method.

Businesses can tailor their product sampling efforts to target the right customers and improve the chances of conversion to paying customers. Having a clear understanding of customer needs is paramount for all businesses. Additionally, tracking customer interactions and feedback can provide valuable insights into how to improve the product and increase customer satisfaction.

Implementing a CRM strategy can help businesses streamline their product sampling process and guide customer interactions throughout a sales cycle. CRM systems are invaluable tools for contact management, indexing contact information, marketing segmentation, and data analysis.

Grow Your Brand Awareness

Increasing the brand awareness of your target audience to top of mind recognition is always the primary goal of branding. Conveying the value propositions of product and services for your business is crucial in a highly competitive market. 

Product samples can yield dividends on brand recognition through a variety of communication methods and marketing strategies prevalent in digital channels. Due largely in part to the sheer weight that online advocacy and word of mouth has on your brand. 

Social media now plays a large role in respect to business strategy. Consumers often rely on peer evaluations to determine the validity of a product of service. Possessing good rapport and having consistent interaction with your audience leaves a positive impact. An open dialogue is one of many metrics that determine healthy relationships.

Product sampling allows for immediate engagement with prospective customers. Adequately demonstrating your value propositions, demonstrating good customer relationship management, and cementing brand recognition will inevitably lead to higher conversion rates.  

Leverage Consumer Psychology 

Sampling efficacy aligns closely with human psychology. Having a greater understanding of these factors can enhance your business’ ability to guide consumer behavior. Here are some psychological aspects that product sampling can leverage:

• Reciprocity Bias: The impulse to reciprocate actions done towards us. Pay back debts, return favors, and treat other well
• Free samples can easily be perceived as a thoughtful and generous action. This initial action spurs feelings of obligation within customers to perform something in return. Invoking a response, whether that be a purchase or spreading brand awareness on a product. 
• Zero-Risk Bias: The tendency to choose the complete absence of risk instead of a greater amount of risk reduction.
• The prospect of purchasing an unfamiliar product poses an element of risk even if the value proposition is immense. Therefore, a product sample is an efficient method for rendering the zero-risk bias negligible. 
• Availability Heuristic: This concept operates on the notion that if something can be remembered it must be important. Or, at least more important than alternative solutions which are not as readily recalled
• Product sampling takes advantage of this concept by making your product, brand, and experience memorable for buyers. Thus, making decisions between brands more likely to yield in your favor. 

 Overview

Acquiring new customers and convincing them to try your products will always pose a challenge for businesses. Methods for achieving these goals are always evolving for large and small businesses alike. Product sampling can supplement your arsenal of business strategies by establishing rapport with your prospective customers.

Fostering strong relationships with customers through effective Customer Relationship Management (CRM) practices and platforms is essential for any successful business. Establishing meaningful connections with customers can help boost customer loyalty, retention, and satisfaction. All of which have a positive impact on your brand's reputation. Businesses can better understand their customers and identify areas of improvement to make the customer experience even better through product sampling.

Like any relationship, leading with your best foot forward is always preferable. Giving a small taste of your product is an excellent way to demonstrate its value and quality to potential customers. Doing so gives them a deeper understanding of what you are offering and can help to build trust and credibility.

Providing a sample of your product provides customers with a chance to experience the value of your product. All without having to commit to a full purchase. This can be an effective way to introduce customers to your product and to encourage them to make a purchase. Nurturing potential customers through each phase of the buyer's journey will give the best opportunity for creating customer lifetime value (CLV).

Written by: Louis Vejmola

Also in DMLift Inc.