Today: Ab Fab Desserts? “Absolutely Fabulous!”

 > The Situation:
A (big) room full of business people. At our sold-out seminar last week (on recession-proof marketing). In New Westminster, BC. This was an afternoon seminar that went longer than our usual (all the way from 1 to 5). Which is good. Except that this time I had forgotten to buy energy bars to distribute at the half-way break. Oops. People need a boost of energy midway through an afternoon session. But wait. I’m off the hook, because. There at the coffee service table appeared a huge platter of cookies, squares and bars. All right!

 > The Idea:
Actually, the platter of delectables didn’t appear by magic. It was brought to the seminar by Lynn Dinwoodie, Executive Chef and Owner of Absolutely Fabulous Foods—an absolutely fabulous catering service in Vancouver. The idea (obviously) was to introduce a huge group of business people to her company and her cuisine—by sampling the entire group. Brilliant.

 > The Risk:

There is a cost involved in sampling, and there is always the risk that it won’t produce business. But. If you’ve got a great product, and Lynn does, then the danger is pretty low. And. If you calculate the lifetime value of a new customer—in terms of both their repeat and referral business—which I have urged you to do in past issues of MD—it becomes instantly clear that sampling doesn’t cost you money—it makes you money. No question.

 > The Reward:

In this case, Lynn made it easy for her samplers to do business with her. She brought menu folders that spell out all of her breakfast, lunch, dinner and party offerings—including the “Ab Fab Dessert Presentation” that we sampled—along with her contact data and website. (And of course, I provided a little commercial once I knew who brought the surprise platter). Bottom line: I’m certain that (at least) some of her samplers will turn into customers.

 > The Call to Action:

Strange. When I host public seminars I encourage participants to bring brochures, and photos and product samples, but only a few take me up on the offer. Too bad. Particularly when it comes to sampling. Because. Unlike a brochure or a business card, a sample is the fastest possible way to make the ultimate connection between your actual product or service, and a prospective customer. What about you? Do you have a product or service that could be sampled? If so, you have a tremendous opportunity to develop business the fast way. Oh, by the way Lynn, your Ab Fab Desserts are Absolutely Fabulous! See you tomorrow.

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  1. I bookmarked this link. Thank you for good job!

  2. Very Interesting post! Thank you for such interesting resource!PS: Sorry for my bad english, I’v just started to learn this language

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