Sales Incentives # 24: Trial

Trials differ from samples in that a purchase is usually required, but only a portion of the full product or service is delivered, and there is no obligation to continue the relationship.

Magazines and book clubs often offer a trial membership, i.e., 6 issues for $1.99, with the expectation that subscribers will be so pleased with the quality--or so busy they forget to cancel--that they continue at a higher rate after the initial trial period is over.

Information marketers can use this technique to build membership in subscription web sites or when selling newsletter or teleclass subscriptions.