Strategic Sampling to Drive Sales!

The initial consensus for the purpose of product sampling as a sales strategy is that consumers always like/want something that is “free”. Although it is an accurate statement that consumers develop an emotional buy in when something is free, as a sales person or business person the art of product sampling must be strategic to prevent the proverbial “giving away the farm”. Sampling is likely the most effective means of dispersing a product or even a service to a target audience. Sampling is not effective when performed haphazardly or without purpose so let’s consider some specific approaches to consider when deciding not whether to sample, but rather how you will sample the product or service of your company.

Consider going back to the basics when deciding to initiate a Sampling campaign:

• Remind yourself “why” your product or service is important and utilize those points to drive your sampling. Dig deeper into the mission statement and the core values of your company to accentuate the previously established need of your customers.

• Once you have determined the “why” your customers need to sample you need to decide “what” you will sample of your product or service. Consider utilizing one or more of your five senses to make the appeal to your customer of what and eventually how your sampling will take place. Does your business draw upon your customers:

• Sight – interior design, art, landscaping, printed documents

• Touch – toys, cosmetics, books

• Taste – soda, coffee, food

• Smell – fragrances, cleaning products, food

• Hearing – music, audio books, noise deafening

• “How” you will sample must focus on your target audience and be realistic about who is making the purchase. For example: Gatorade will provide athlete recovery drinks at a large athletic event but not at a rock concert. Would people attending a rock concert accept samples of Gatorade? Certainly some would, but would that experience remind them to make that purchase next time they go to the store? Not likely. Dr. Dre might want to sample listening experiences of their Beats headphones while at a rock concert. Their sample would demonstrate not only sound quality, but also the sound deafening effects of their product.

• Have a plan for your sampling. Sampling can be expensive so your plan should include a budget.

• How much of your product will you will sample?

• What expenses are involved in the sampling beyond the cost of the product alone? Employees, packaging, shipping etc.

• What value will the audience perceive from the sample?

• A plan must also include tracking the results of the sampling. Assessing the results of a sampling effort is essential to future sampling opportunities. Whenever possible establish a process for evaluating generated sales that resulted from a sampling experience.

• Recognize the ultimate purpose is to generate future sales. The sampling could be an opportunity for you to showcase your product to your customers. The sampling could merely be a demonstration as in the case of the Dr. Dre Beats. In the case of a demonstration sampling it is imperative that the status of your product is projected as superior to your competition and whenever possible product is immediately available for purchase with ample inventory.

• Assessing the sampling opportunity is imperative in determining which opportunities should be pursued for future sampling endeavors. The assessment must be based on sales or sales leads generated. When lead generation is the focus for sampling then feedback on “quality” leads generated and sales finalized should be the factors considered for relevant sampling indicators.

Sampling goes far beyond the typical grocery store food product tasting, the departments store fragrance sampling, or the brevity of a book prologue. It is likely the most useful tool to be used in business marketing today. Creativity, affordability, and assessment of the sampling are the essential factors in turning samples into sales.

When your sampling strategy includes a strategic plan increased sales and/or opportunities will be the result. If you would like support in developing your Sampling strategies, we are eager to team together with you to get the results you desire. Visit our website at www.themeritgroupindy.com or call 317-805-4896 today!

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