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How to Use Samples in Your Business

by Don Simkovich

  • Overview

    Use samples to boost credibility among customers, increase knowledge among staff or vendors and enhance marketing campaigns. Sophisticated product samples can act as prototypes to attract investors while small-scale samples can help businesses adhere to training and compliance standards. Samples can strategically build customer interest and stores can use sample giveaways to attract a steady stream of foot traffic.

  • Sales

 

  • Step 1

    Ask the customer questions about specific needs to uncover potential reasons for their purchase. Write answers on paper and then repeat back to the customer their words.

  • Step 2

    Hold a sample and repeat what the customer stated. Relate a story to illustrate the product will meet the customer's needs. "Teaching techniques through true stories and analogies is the most effective method ever devised," Zig Ziglar wrote in "Secrets of Closing the Sale"

  • Step 3

    Have the customer touch the sample and ask if they understand how the product will benefit them. Use the sample to reinforce product specifications and benefits.

  • Step 4

    Ask the customer what colors they would like or how soon they expect their order. Set the sample down, refer to it while reviewing notes, and begin completing order forms.

  • Step 5

    After a customer has finalized the order, ask if they know of two or three others who would like to see the sample. Write down the contact information of referrals and schedule appointments.

  • Training

    • Step 1

      Schedule a training session with employees, independent contractors, or other responsible staff. Have one or more physical samples for the staff to reference while using an overhead projector or PowerPoint to highlight instructional points.

    • Step 2

      Give each trainee the chance to use the physical samples to simulate real work situations. Instruct the trainees to conduct a test, analysis or other measurable outcome to demonstrate product knowledge. A major home improvement corporation trained their roofing salespeople using miniature model homes where the roofs had to be measured during their training.

    • Step 3

      Assign trainees to small teams and schedule each one for a presentation. Instruct them to refer to the sample in illustrating product concerns, strengths and weaknesses.

  • Marketing

    • Step 1

      Deliver samples to key prospective business-to-business customers or business-to-consumer customers. Give free samples if possible then ask questions "to gauge how the products will be received on a wider scale," advises an online editorial on BNET.

    • Step 2

      Give samples to complementary businesses and ask them to use the tools to refer customers. Offer a referral fee or make a commitment to refer customers back.

    • Step 3

      Create a brief video of the sample and have customer testimonials on camera, then upload the video to the corporate Website. Take pictures of customers with the actual product or sample testifying about its benefits.
    • 3
    • Sample Customer demographics Product knowledge Sales script Training procedure
    • Sample
    • Customer demographics
    • Product knowledge
    • Sales script
    • Training procedure
    • Use the sample to build relationships with customers Follow-up with prospects after leaving samples
    • Use the sample to build relationships with customers
    • Follow-up with prospects after leaving samples
    • Do not expect customers to call because a sample was left Samples do not replace personal attention and customer needs
    • Do not expect customers to call because a sample was left
    • Samples do not replace personal attention and customer needs

    References & Resources

       
       
     
     

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