THE PRINCIPLE

Sometimes to sell something, you’ve got to give a sample

When you’re doing something different it can be difficult for others to get on board because they can’t quite imagine this new product, service or idea. If you need their support in order to complete your project, one strategy is to give them a taste. It works for ice cream parlours, and it can work for you.

It also worked for Eric Idle. According to The Times, the other surviving members of the Monty Python group were reluctant to let him use their material for his ‘Spamalot’ musical – until he gave them a sample. He said:

‘That was the hardest thing – to persuade them that this was something that would go well. We played them the song, “The Song That Goes Like This”, and they cracked up. That was the secret of it.’

The show played on Broadway and in the West End of London.

To employ this method, answer these questions:

• Who do you need to win over?
• What is their biggest doubt or objection?
• What part of your project is most likely to overcome those doubts?
• How can you create that part as a sample? Would a prototype work? A drawing? A video? A simulation?

Once they’ve had a taste, if it’s good they’re likely to buy.