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Operators say product samples are one of the biggest influences in adding a new product on their menu and they usually require a sample before making a purchase. Samples can be the most powerful tool in your marketing arsenal. They can also be one of the most expensive when you factor in the cost of product, fulfilling orders, shipping, and sales follow-up. How you manage samples has an impact on both your sales and your budget.
Here are the keys to an effective sample program that doesn't break the bank:
- Make sure leads are properly qualified. Are they a foodservice operator who buys through one of your distributor customers? Is the product they are receiving stocked or available through that distributor? Taking a couple of minutes to research a customer can save the sample cost, lost sales time, and frustration.
- Include the selling story & recipe ideas. Sending the product is good but sending the product along with a compelling selling story and easy ways to put the product on their menu is much better. Make sure your current sample process includes the product literature in the sample box.
- Ensure consistent follow-up. Up to half of samples are still in the freezer or original box two weeks after they are sent. Busy operators don't always make testing the product a priority, especially with items that require prep or cooking. A follow-up call within the first two weeks can speed up the sales cycle and make sure the sample isn't wasted.
- Secure order or identify issues. The follow-up calls need to identify potential issues and gauge purchase intent. Consider having a telemarketing partner reach out to customers receiving samples to gather feedback and identify issues.
- Track effectiveness and apply feedback. What percentage of your samples lead to sales? Following the steps above we usually see a sale to at least 30% of the operators. Getting good feedback on each sample sent allows you to track the conversion rate and get a true ROI. A disciplined approach to tracking and analyzing samples will lead to higher sales and fewer wasted dollars.
If you want to discuss sampling options or need a partner to help increase sample effectiveness and reduce costs, contact us or use the live chat function on this website.