Try Before You Buy Lifts Close Rates Above 50%

Letting prospects test products usually too big for free trials

How do you offer a free trial to remove prospects doubts if a product is large, clumsy, and difficult to install? If they can’t take it with them, try letting them come to you or your resellers to try out the product.

Maytag Corp. tried this innovative marketing tactic to encourage consumers to pay more for its premium products. The company is working with dealers to set up try-before-you-buy stores.

Don’t know whether an oven will bake your roast chicken to perfection? Bring it in and turn on the oven. Doubt whether a washing machine will really get clothes clean? Toss in your dirty laundry.

Generating word-of-mouth and sales

The best thing about this approach is in the numbers. The close rate at stores that offer try-before-you-buy is running about 60%. Even if prospects don’t take advantage of the free trial, they’ll see and hear other people talking about how well it works. That’s a fundamental part of buzz marketing that can work in any industry.