Remember the yoga instructor who is going to do a video for her business? She told me that once people come to one class, they usually come back. So how can she get more people to make it to the first class? By cutting down the hurdles that stand between them and the first class.
Sampling is the answer, even when what you sell is a service.
Here are some ideas we came up with:
Once people try a yoga class, they tend to stick with it. So how can she get more people to that first class? With fun, easy samples. Photo (cc) by Tom Mooring.
At the county fair, have a booth with a lovely textured mat on the floor. Invite people in, have them stand on the “special” mat, and talk them through a one-minute or two-minute breathing or stretching exercise while standing there. When they finish, say, “that was yoga!” And invite them to the sample class.
Have a sample class. Tell people, “Come to our 30 minute introduction event Friday.” Call them “Try It, You’ll Like It” sessions. Make it super simple and completely easy for customers. (Michael Port, author of “Book Yourself Solid,” says to always have something to invite people to.)
Have 5 minute lunch time quickies. It’s a silly name, but people would remember. Or “5 Minute Feel Good” sessions. That cuts down the initial commitment even further. Speaking of initial commitment…
Make a video that shows the prerequisites, or what gear you need. She said people always ask if tennis shoes are ok. So make the video that answers those “what do I bring?” questions.
Your own services
How can you start offering samples of your services?
How can you cut down on the initial commitment so people can take that first step?
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Becky started Small Biz Survival in 2006 to share rural business and community building stories and ideas with other small town business people. She and her husband have a small cattle ranch and are lifelong entrepreneurs. Becky is an international speaker on small business and rural topics.
