Last night we happened upon an amazing bakery that offered desserts you selected from a magnificent display that were made to order in the kitchen. The prices were perhaps three times what you would pay in a normal bakery.
As we marveled at the skill of the pastry chef, a server with a big smile asked, “would you like a sample?” I’m not aware of many who would turn down this offer, and neither did we. Of course, a few minutes later we bought a dessert.
The experience made me reflect on how a sample influences our behavior. Some quick research I did last night revealed, for example, a sample can increase sales 65% and higher. Why is that? In one article, Dan Ariely, a behavioral economist at Duke, observed how, “Reciprocity is a very, very strong instinct. If somebody does something for you (such as giving you a taste of an eclair on a china plate) you really feel a rather surprisingly strong obligation to do something back for them.”
Which made me wonder how we can be a “free sample” of the ideas, products, and organizations of which we are a part? To offer those who come across what we are offering a delightful experience that will invite them to leave with a smile on their face and a “purchase” in their hand.
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