MANY MARKETERS MAKE THE CLAIM, “TRY IT, YOU’LL LIKE IT.”
The burden of risk reduction is always in the hands of the owner.
Buyers want high quality, low prices, and no risk. Guarantees and money back promises are almost a minimum expectation in the marketplace.
But if an owner offers the opportunity to “try it before you buy it,” the need for hard-core guarantees and promises is minimized. The adoption process for any product, service, church or ministry is lengthened but strengthened by providing opportunities for the end user to “pre-experience” the feeling of a met need.
That’s the thing about a trial offer; the trial must produce a spark in the eye of the beholder. “So this is what I’ve been looking for! Why didn’t I know about you?”
But let’s back up a step. What needs to happen prior to offering a trial? We must be certain that we under-promise and over-deliver. Every touch-point with our service must deliver a consistent experience. Our goal is to generate this simple response:
“I WANT MORE!”
Experienced restaurant owners open the doors to a new restaurant only after several days of successful “soft” openings. We learn from our early mistakes, fix things, and then welcome customers.
Customers don’t like to pay while we learn. The last thing we need to do is offer a trial before we can deliver a head-turning experience with consistency.
Now let’s assume you deliver excellence. How do we create opportunities for trial? Consider these options:
* Can you create a sample?
* Do you have a trial size?
* Can you go first without pay?
* Can you demonstrate with a video?
* Do you have a book of testimonials or case histories from similar customers?
Remember your goal is to “remove all doubt” about your product claims.
Value only exists when a felt need becomes a met need.