I was at the farmers market last week at the Liffey Valley shopping centre and as we passed by the fruit and vegetable stall the owner was offering everyone within ear shot free samples of fruit slices. We were lured over and before we know it we had purchased €15 worth of fruit that we had not originally set out to buy!

This reminded me of the power of offering a free sample, which works on an number of different levels. First of all the law of reciprocity where we tend to feel obligated to someone once they have given something to us.

Secondly by allowing your prospects to try your products or services for nothing you are eliminating the uncertainty and risk of them trying you out, which means one less barrier to them becoming your customer.

Finally by offering a free sample this allows you to engage with your customers and determine exactly what they might need so that you can help them.

What free sample can you give your prospective customers?

At the beginning of this year we couldn’t decide whether to move house or simply convert the attic. With two young children we needed more space. In the end we decided to apply for planning permission for the loft conversion (we needed to change the roof line to make it viable so needed permission) so that if we decided to stay then we had it or if we moved then it was something extra of value to offer a prospective purchaser.

In the end we decided to move but something interesting happened when we got our planning permission approved.

I started to receive direct mail in the post from builders and engineering companies offering their services. As a marketing expert I was pleased to see that these companies had taken the initiative to at least send me something, this puts them well ahead of the pack compared with most business owners. However in every single case each of these companies only ever sent one mailing piece. There was no multi step marketing campaign and no follow up by phone or anything.

I thought that this was disappointing, after all they had gone to the trouble of adding me to the list and sending me one piece. Clearly they don’t know that it takes on average 7 contacts between a business and a prospect before they agree to do business. How much more effort would it have taken to send out a sequence of mail pieces and perhaps follow up with a phone call.

Also most of the mailing pieces were weak with no real offer than call us for a free quote, no reason why I should pick them, and no testimonials, guarantee or other reason to compel me to call them.

Most of the companies concerned were offering services that would generate thousands of Euro worth of business but hadn’t bothered to spend anything more than what looked like 30 mins to knock up a basic letter and sometimes a brochure. If you have gone to the trouble of finding a lead then why not go the extra mile and craft a really good sales piece and multi step follow up campaign?