Tempt Them with a Taste

When first going into malls across the country, Chick-Fil-Asandwich shops probably did more for business by handing out freechicken samples than anything else. Who could resist a chunk offried white chicken meat, lightly coated, offered to you on atoothpick from a tray dressed up with a doily? Samplers returnedas customers, just as the company knew they would.A specialty condiment company that hocked homemade jams andmustards at street fairs in Texas grew fantastically. They wereawfully generous with the samples, spread on good crackers andfresh bread. Didn't loads of people take advantage of the freefood? Sure, but soon they were a mainstay at bazaars and bigevents, always with their spread of mustards and jams. Peopletasted the product, loved the handsome jar labels, and boughtthem up. How much could it have cost them to open up10 or 15 jarsduring an event?A classic selling dilemma is the need to help customers over thedecision-making hump. Are they sure your product is worth theirhard-earned money? This is your chance to eliminate the risk.It's the "free trial-offer" solution.A baker I knew had earned a place in history when her recipe forFudge Pecan Pie was published in Good Housekeeping Magazine.Still, people hesitated over the twelve-dollar price tag. She didtwo things: she served pieces by the slice. At a buck-fifty, itwas easier to swallow. But swallow they did, and often walked outwith a whole pie. Once the fudge pie or cherry or lemon chess piewas already cut, she offered thin slices from the remaining pieto people humming and hawing over a purchase. Never tastedstrawberry pie? Oh, you can't live another day until you'vetasted mine. This is the first time you've bought our famousbread pudding? I'll put another one in the bag so you won't haveto return quite so soon.Pride in her baked products, combined with some marketing geniusand a little southern charm, made her bakery a winner.What if your business doesn't sell food?Vendors at trade shows are spending huge sums on decking outbooths and rented suites with food themes. A company I worked forspent weeks developing a chocolate theme. Chocolate everything,down to huge printed photographic murals of chocolate chipsadhered to the walls. During the trade show they hired girls topass out printed menus of the tantalizing chocolate desserts inthe company's suite. Did it work? Agents hoarded into the suite.Listening to a pitch on long distance service was simply moreenjoyable while nibbling chocolate truffles. They did a boomingbusiness that day.The winter holidays offer an ideal time to tempt browsers intothe store with the smell of hot cocoa. A cool cup of lemonade isa fun way to attract shoppers to a summertime sidewalk sale. Ithink there's nothing nicer for weary shoppers than a discreettable set up with coffee and cookies. It's a lovely gesture andone of the cheaper efforts you could ever make at developing goodwill and customer loyalty.