Samples: how much is too much?

There is no doubt that the knowledge industries represent the future of the economy. The sector has seen phenomenal growth in the last decade that shows no sign of slowing up.

If you’re in the business of knowledge of some kind, particularly of information provision, or specific expertise that might be delivered as consultancy or some other kind of knowledge exchange, then you may find yourself constantly up against a paradox: like in some other types of business, in order to sell what you make or do, you need to give some away. However, the problem with giving away knowledge is just that, once you’ve given it away there is no taking it back, it can’t be cancelled or repossessed, it’s out there.

We recently visited the Royal Welsh Show, the one of the largest shows in the UK, which in 2010 attracted almost a quarter of a million visitors from over forty countries. Along with many other attractions and trade offerings, there is a dedicated food hall where producers and manufacturers of traditional or innovative food and drink were plying their wares to the general public and potentially professional buyers alike.

It did not take a genius to notice a phenomenon that was clear: all the stands that were offering free samples had crowds around them, where in contrast, those who were not offering samples of any kind were largely and in some cases entirely, bereft of both visitors and customers.

As they stood there with their glum faces, I felt like saying (or even shouting) if you don’t get anyone into your shop – or in this case to stop at the counter instead of moving on the next stand where there were free sausages or cider on offer - then you can’t sell anything! The online equivalent of this of course is effective website traffic generating activities such as SEO, PPC, link-building and so on.

It has to be noted that this is a place to shop, and there was no shortage of shopping opportunities, over 1000 trade stands were at the show and no shortfall in money being spent, the organisers reported that cash machines on the showground dispensed over £1.2 million, bearing in mind that is money that is extra to that which exhibitors and visitors had brought with them, and credit and debit card sales.

Of course there is little doubt that many of those taking advantage of the free samples were simply trying, and succeeding in, getting their hands on a free lunch. Although if every tenth or even hundredth person bought something on the spot or at some point in the future then it is worth it; and if that one pro-buyer walking around was tempted to stop at a particular stand they might be in the market for a tonne of sausages a week and secure the future of that business.

The next step of course is that once they are at the counter then they must have a good experience, be welcomed with smiling faces and the irresistible prospect of a freshly cooked sample of local produce whether a steaming sausage, a chilled (albeit small) sample of cider or similar. Those who were giving samples in this way were the ones making the sales. Others had samples on offer, but were not so keen or needed to be asked and were in turn not so successful, the smallest barrier – where there was so much competition on offer – was enough to make the browsing customer move on to the next stand or shop. The same thing happens online, each time the user encounters a barrier it contributes to the detriment of the user‘s experience, and while each individual thing might be very small, the accumulative effect can be enough to bring the point of frustration beyond the level of motivation to continue. What happens then? Then back button, and your competitors are only a click or two away.

Back to giving away your knowledge, it’s a really difficult thing, lots of people find themselves in an impossible situation where in order to prove that they know something, or are capable of providing the serviced they are trying to sell, they feel that they have to reveal their possibly ‘secret’ knowledge. Others, perhaps through their passion and enthusiasm for their subject, inadvertently give it away. The principle may be to give a little away, holding back the crucial content for the order or contract,

A sample is clearly what is needed. It is important to realise that it must be properly representative if what is on offer. Not a low quality version, or something that is common knowledge or available to everyone, in order to demonstrate expertise then you must do just that, give a sample of your real expertise and not be afraid of doing so.

A key point lies in specifics: be prepared with samples that are specific to your offering, and reveal a choice morsel or offer a useful tip – and I mean useful to the person to whom you are offering it – but that does not go into specifics about that persons’ company or problem (that you are hoping or proposing to help or solve).

This brings the question of how much is too much? There needs to be enough to get a proper taste, one of the stands at the Royal Welsh show was giving samples of soft cheese that were practically too small to see let alone taste, it might have been expensive, but gave the impression of meanness, and no-one wants to deal with someone who is mean. Of course you need to ensure that it is not enough to satisfy the appetite, enough to get the saliva flowing and taste buds awake, but definitely not a free meal!