The initial foray of Chick-Fil-A into shopping malls across the United States was marked by a simple yet effective marketing strategy: offering free chicken samples. The irresistible bite-sized pieces of lightly coated fried chicken, served on a toothpick from a tray adorned with a doily, were a hit. This strategy not only attracted customers but also ensured their return, proving the power of a taste test.
A Texas-based specialty condiment company experienced tremendous growth by generously offering samples of their homemade jams and mustards at local street fairs. Despite the risk of people taking advantage of the free food, the company became a staple at bazaars and large events. The combination of the delicious taste, attractive jar labels, and the experience of trying before buying led to a surge in sales. The cost of opening 10 to 15 jars at an event was a small price to pay for the resulting business growth.
One of the biggest challenges in sales is helping customers overcome their hesitation to purchase. Is your product worth their hard-earned money? Offering a free trial or sample can eliminate this risk and push customers over the decision-making hump.
A baker, whose Fudge Pecan Pie recipe was featured in Good Housekeeping Magazine, faced customer hesitation due to the pie's twelve-dollar price tag. Her solution was twofold: she offered slices for a more affordable price, and she gave away thin slices from the remaining pie to customers who were unsure about making a purchase. Her pride in her baked goods, combined with her marketing savvy and southern charm, made her bakery a success.
But what if your business doesn't sell food?
Trade show vendors are investing heavily in food-themed booths and suites. One company I worked with spent weeks developing a chocolate theme for their booth, complete with large photographic murals of chocolate chips. During the trade show, they hired staff to distribute menus featuring the company's chocolate desserts. The result? Agents flocked to the suite, finding the sales pitch for long-distance service much more enjoyable while indulging in chocolate truffles. The company experienced a significant increase in business that day.
The holiday season presents a perfect opportunity to lure customers into stores with the aroma of hot cocoa. Similarly, a refreshing cup of lemonade can attract shoppers to a summer sidewalk sale. Setting up a discreet table with coffee and cookies for tired shoppers is a thoughtful gesture that can foster goodwill and customer loyalty. It's one of the most cost-effective strategies for building a strong customer base.
In conclusion, whether it's a bite of fried chicken, a taste of homemade jam, or a sip of hot cocoa, offering a flavorful experience can be a powerful tool in attracting and retaining customers.
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