One of my favorite things to do is visit my local Whole Foods on a Saturday morning. On top of getting a kick out of the mix of people-watching, there’s also a pretty good chance I’m going to be able to put an entire meal together from all the suppliers and farmers on-site passing out samples of their products.
See, Whole Foods and just about every grocer I’ve ever visited, understands that every 4th or 5th person that tries Jim Bob’s Lavender Kissed Cantucci di Prato is going to buy several packages. In most cases, they are counting on these being people who have never done so before. The hope, of course, is that this taste will lead to a sale, which will lead to getting you hooked for life.
The key here is to lower the barrier to entry; by either making the offering free, or creating a lower risk way to try a version of the offering. Any business, including service businesses, can tap into the power of sampling with just a little bit of creativity.