We humans love physically interacting with our environments. It’s in our DNA. In fact, we can’t truly understand something unless we’ve “felt” it with our senses, whether it be visual, auditory, taste, smell, or touch.

That’s why we are so hesitant to buy new products unless we’ve experienced them. Rarely will we buy a fragrance unless we’ve smelt it. Rarely will we buy clothing unless we’ve tried it on. And rarely will we buy food unless we’ve tasted it.

Handing out Samples

Food and beverage companies truly understand the importance of “try before you buy.” Throughout most grocery stores, the companies have tasting tables where they hand out samples of their new products. They know you will even consider buying a new brand of peanut butter is to let you try it.

Apple stores have also embraced the power of “try before you buy.” They encourage you to head to the store and play with the iPods, iPads, iPhones, and computers.

Try It, Buy It

Once a consumer tries a product, they are more likely to purchase it.

As a great example, I recently went to buy some new beer. The store I went to had a 200 foot long shelving unit with hundreds of craft beers I’d never heard of. I was completely overwhelmed and didn’t have any clue which to buy.

I was close to giving up out of frustration and leaving when I noticed a brand I had tasted a few months earlier at some random event. Because I had tried this beer and knew what it tasted like, I decided to buy it.

Not Only For Physical Products

“Try before you buy” doesn’t only apply to physical products. If you sell services or digital products, you too can allow customers to try before buying.

For digital products, just look at what iTunes and Amazon do. Before buying a song through iTunes, they let you listen to a short clip of the song. And Amazon will send you sample chapters of an ebook.

For service businesses, let your customers try part of your service for free before paying. For instance, if you’re a hair salon, offer a certificate for a free styling. If you’re a restaurant, offer a free meal.

What About Your Business?

What are some ways you can allow potential customers to try your product/service before they buy?

Image Credit: Wonderlane, Creative Commons 2.0