---
title: "Tasting: An Action That Can Increase Sales by 5 Times, Ignored by 90% of Companies!"
description: "This article is a must-read for all physical businesses, especially food and beverage companies. It reveals a common yet overlooked action that can boost sales fivefold without extra manpower, materials, or time costs, and also encourages repeat purchases."
author: "阳光头"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2021-07-21"
language: "en"
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# Tasting: An Action That Can Increase Sales by 5 Times, Ignored by 90% of Companies!

> This article is a must-read for all physical businesses, especially food and beverage companies. It reveals a common yet overlooked action that can boost sales fivefold without extra manpower, materials, or time costs, and also encourages repeat purchases.

**Click to read the original article for details**
***Strongly recommended to watch, this article is suitable for all physical enterprises.**
If you are a food or beverage company, you will benefit the most; if not, you should still read it to understand how essential thinking can improve a common business action and increase sales.
What is this business action? It is one that everyone does but basically ignores.
Without adding extra manpower, materials, or time costs, just changing the approach can increase sales by 5 times. Moreover, it not only boosts sales in the short term but also encourages consumers to keep buying.
**Current Practices**
It's not the common terminal displays or distributor policies, as these are already given enough attention.
Many might think of promotional activities like buy-one-get-one, gifts, or deep discounts. That's not it either.
The most obvious example is Singles' Day (11.11). Sales are good on that day, but during other periods from October to December, sales are almost zero.
In other words, all promotional activities cause existing consumers to buy more during the event, reducing purchases at other times. So savvy merchants don't do this kind of short-sighted thing; they want to increase overall sales (not-so-savvy merchants are another story).
You might ask, is there such a method? Can it boost sales in the short term and also make consumers buy repeatedly?
Originally, like everyone else, I didn't realize the power of this method. The fundamental reason that drove me to understand it was Changsha.
Some business formats in Changsha are the same as elsewhere, with supermarkets and convenience stores; but some are different, namely snack shops that sell mainly by weight, scattered across streets. Unlike supermarkets and hypermarkets, you can't do buy-one-get-one or promotions here.
Why? Because consumers only take one or two packs of each product, how can you do a gift with purchase? Even if you discount, they just take a small pack of weighed product, how much can you reduce?
There's also a hidden danger with discounts: it's easy to discount but hard to restore the original price. So in Changsha, except for near-expiry products, snack shops advise you not to discount.
So how can these products increase sales? The answer from snack shops is one and only one: tasting.
**Tasting, in Mandarin, is trying food.**
Can tasting have such magic?
Every manufacturer knows a bit about the benefits of tasting; sales usually spike during tastings. But when tasting stops, sales decline again.
In my research in Changsha, I found that real tasting is completely different from what you know (and what I originally understood) as tasting.
**No Try, No Buy**
For most products, purchase comes after trying. Even if it's not food or beverages.
Before buying a car, you need a test drive. If you buy without test driving, it means you've driven the same car elsewhere.
Before buying clothes, you need to try them on. If bought online, you have to return them by courier if they don't fit.
What about Apple? They invite customers to use iPods, iPhones, and other products in their stores.
Tasting is the same. If you've eaten the same type, you don't need to try; but if you haven't, you want to taste before buying.
No one needs to try the taste of beer, but if you want to buy more expensive craft beer, you'll want to taste a bit first. What about white sugar? That's just a waste of time; sugar is sugar.
Without the first try, there will never be repeat purchases later. **And tasting is the shortcut that transitions consumers from not knowing the product to multiple, bulk repeat purchases. This principle is so simple, right in front of everyone, but always ignored.**
**Old products also need tasting.**
Many will say, our product is old, on the market for nearly a decade, so there won't be new customers.
Data shows that even a leading drinking water brand, so famous, still has nearly 200 million people who haven't heard of it. Out of 10 people, 1.5 haven't heard of it, let alone drunk it.
So what about your product? Does everyone passing by the store know it? Are there people who never noticed it? Could it be that they actually like this type of product but just never paid attention and thus never bought?
If you find it hard to decide on a large-scale tasting, you can try it in some local areas to see if there are more new customers.
**The Most Important Thing in Tasting**
**The most important thing in tasting is to let people taste, not image, not activities, just tasting. And let as many people as possible who pass by the product taste it.**
This is based on a simple principle: the more people taste, the more people buy.
In reality, this most important factor is often forgotten:
**Vase blooming.** A glamorous promoter stands there with a bright smile, holding a tray, saying "Welcome," and only when you stare at the product does she suddenly realize and offer you a taste.
**Shouting discounts.** In the store, a lady keeps shouting, "On sale, on sale, original price 18.8, now 9.9," while putting the tasting samples aside. It seems she thinks the key to sales is to announce the price.
**Highlighting selling points.** Or some managers directly roll up their sleeves and shout about the product's benefits, explaining features. I stood for about 2 minutes, and the manager never thought to give me a taste...
**It's not that complicated. Just let consumers taste; if they like it, they buy; if not, they don't. That's it.**
In tourist areas, this is even more evident. However, most tourist areas are disaster zones for tasting.
I went to Ciqikou in Chongqing and saw that most shops sell food.
What's more, most are performing, some dressed as Zhang Fei, some slapping cold noodles... hoping consumers will enter because of it. But everyone is tired of such performances; unless you're the first and became famous, others are deserted.
Besides performances, some are even stranger. They enthusiastically say, "Come in, come in, take a look," insisting you enter. Buddy, I'm an outsider; what if you drag me in and rip me off? Is your food so precious that you can't bring it out for a taste?
Others wear Hanfu and don't even proactively offer tea, standing still like puppets from afar, only realizing they're alive when you get close.
What's sadder is that two rival shops selling the same food shout until hoarse but never offer you a taste...
The only one that did slightly better was a chain peanut brittle shop, with dedicated tasting packs and enthusiastic staff.
After leaving Ciqikou, when we counted what we bought, it was peanut brittle and fried dough twists. Why those?
My companions were a bunch of aunts and uncles, plus two kids. The peanut brittle lady was enthusiastic and proactively offered tasting samples.
But she didn't offer to the kids, so I deduct a point; the kid's mother let the child taste and asked, "Is it tasty?" The 3-year-old said yes; deduct another point because it wasn't the lady who asked but the consumer. Finally, the mother bought peanut brittle.
Also, fried dough twists are a specialty of Ciqikou, so we had to buy some. And rest assured, we tasted before buying.
In other words, without tasting, there's no sales.
Since tasting is so important, how is my concept of tasting different from what you originally thought?
**1) First and foremost, the most important thing is to let more people try; nothing is more important than this.**
**2) Second, trying leads to the first purchase.**
**3) Finally, the first purchase leads to repeat customers.**
Is it that magical?
Starting from the first step of tasting: tasting.
**Tasting Steps**
**Step 1: Tasting**
**— Tasting makes people buy**
Tasting makes people buy.
Some manufacturers find that their product is similar to others, but without tasting, no one buys; with tasting, people buy. Why? This can be explained by an old saying: "He who receives a gift is soft-hearted," or in psychology, the "reciprocity principle."
What is reciprocity? For benefits given by others, we try to repay.
**The scary thing about this principle is that if someone does you a favor, you'll repay it, not ignore it, and certainly not repay kindness with enmity.**
The key is that we "will." When others are nice to you, you unconsciously want to reciprocate. How strong is the effect of reciprocity?
In 1985, Ethiopia was economically bankrupt, with years of drought and civil war destroying food supplies, and thousands dying from disease and hunger.
In such a predicament, if Mexico donated $5,000 in disaster relief, no one would be surprised. But a news story said the donation direction was reversed—the Ethiopian Red Cross donated $5,000 to Mexico to help victims of the Mexico City earthquake.
A reporter was puzzled by the Ethiopians' action and dug deep to find out why.
The answer he got explained reciprocity: Although Ethiopia urgently needed aid, the money sent to Mexico was because Mexico had provided aid to Ethiopia when Italy invaded in 1935.
Huge cultural differences, thousands of miles, severe famine, decades of time... so many adverse factors couldn't stop Ethiopians' need to repay—the obligation to repay a debt of gratitude overcame everything.
**Reciprocity is about exchanging favors, even if unequal.**
Is there a connection between reciprocity and tasting, since I know tasting is a commercial act?
Of course there is. Not just commercial acts, but also treating guests to meals and giving gifts when asking for favors. Even though you know they have ulterior motives, many still fall for it.
Manufacturers always ignore the power of this principle in tasting. They only "promote and do a tasting" when sales are sluggish; or regional sales do a symbolic "tasting show," going through the motions, taking photos to prove they're working... From the corporate level, they never consider large-scale tasting to gradually increase sales.
There are two major manufacturers that launch new products much faster than others, with a surprisingly high survival rate. They do tastings frequently. Every time I ask distributors for tasting slots, I'm told they're all taken by these two giants...
Manufacturers that ignore tasting think that doing a tasting is just handing out a bit of product to see if customers like it. On one hand, they want consumers to know the quality of their product; on the other, they want to see how popular it is.
But the real secret of free samples is that they are also a gift, naturally applying the reciprocity principle. The promoter lets you try for free, ostensibly to let you know the product, but actually releases the natural sense of indebtedness that comes with a gift.
For you, tasting—liking—buying feels normal, as if it's your own decision, not manipulated by the manufacturer or promoter.
There's also the case where many people feel it's too rude to just throw away the toothpick and walk away after tasting. So they buy some products, even if they don't like them much. Once, a lady told the truth. After tasting, she proactively filled her bag with products and said to me, "No choice, I've eaten their food, so I'm soft-hearted."
Actually, this practice isn't limited to tasting samples. Other similar trial samples work too.
Amway in the US started in a basement and quickly grew to $1.5 billion in annual sales, thanks to a free trial method called "BUG."
The "BUG" consisted of Amway products like furniture polish, cleaners, shampoo, spray deodorant, insecticide, or glass cleaner, carried to consumers' homes in specially designed plastic bags.
Amway's confidential manual instructed salespeople: Leave the "BUG" with the consumer "for one, two, or even three days, without charge or obligation. Just tell him you'd like him to try these products. No one can refuse such a request."
When the trial period ended, Amway representatives returned and easily got orders for the products customers wanted to buy.
—Many customers felt obligated to order products they had tried and partially used—of course, Amway knew this would happen.
Even in a company like Amway, the "BUG" method caused a sensation. Reports from state distributors to the parent company noted its magical effects:
"It's incredible! We've never seen anything so exciting. Products are selling at a rapid pace, and we're just getting started... As soon as regional distributors adopted the 'BUG,' our sales saw amazing growth" (from an Illinois distributor).
"This is truly our most extraordinary sales concept!... On average, when salespeople retrieve the 'BUG,' consumers buy half of the total... In a word, it's fantastic! We've never seen such a response in our entire organization!" (from a Massachusetts distributor).
The "BUG" was so powerful that Amway distributors were happy but didn't know why it worked. Now, you and I know the secret.
The importance of the reciprocity principle in purchasing:
**1. Easier to buy**
Without tasting and the sense of indebtedness, even with discounts or gifts, consumers might refuse to buy. But with the reciprocity principle, it's easy to get a yes.
You can test it yourself: do a promotion without tasting and one with tasting, and you'll see the difference.
In a tasting activity for a snack food, our test data was as follows—the selected staff were veteran promoters with over 2 years of experience:
**1. Without training, doing the usual tasting activity, sales were set at 100%.**
**2. Without tasting, only promotional activities and staff, average sales were only 21%.**
**3. After correcting the tasting action and words, average sales were 230%.**
Some might attribute the purchase after tasting to the product being tastier than others. I still admire consumers, at least for being able to distinguish subtle taste differences among similar products. I suggest a blind taste test next time to see if it's as you think.
**2. Buying even when aware**
Some consumers say, "I know this is a promoter's tasting trick; I don't care about others, but I'll be indifferent." But facts prove that whether you like the promoter or not, once you accept the tasting, the reciprocity principle starts working.
The key is that sometimes you don't even think it's the tasting trick but that you genuinely like the taste and are willing to buy.
**3. Buying even when forced**
Forced tasting—meaning I don't really need or like the product, but because the promoter is too enthusiastic, I can't refuse and try it. After tasting, will I buy? The answer is yes. As long as someone forces a benefit on us, it can trigger our sense of indebtedness.
The Disabled American Veterans organization reported that just sending a donation request letter had an 18% response rate. But if a small gift (like personalized address labels) was included, the success rate nearly doubled to 35%.
After tasting, I still need to make you buy. Are there any tricks for buying? Of course, and that's concession.
**Step 2: Buying**
**— Concession increases purchase rate**
What is concession?
"
** __For example, if you say the room is too dark and need to open a window, everyone will not allow it. But if you advocate tearing off the roof, they will come to mediate and be willing to open a window.__**
** __— Lu Xun, 'Silent China'__**
"
Lu Xun recognized concession, but his conclusion was: "Without more radical proposals, they won't even agree to moderate reforms."
Actually, from a psychological perspective, this is concession behavior.
It's common in bargaining for clothes; everyone encounters such dialogues:
"Original price 888"
"Can you do 100?"
"At most, I'll reduce 20, so 868"
"Boss, I'm sincere about buying. Give me a discount, I'll add a bit, 120"
"It's so hot, and you've been here a while. I see you're sincere, so I'm giving you the selling price; I can't go below 800"
...
"Let's both compromise..."
Finally, it's sold at 160.
This kind of dialogue is everywhere.
Concession is generally seen in transactions between two parties. Typically, one side first makes a big request, and when it can't be met, it becomes a small request; the other side basically agrees to the small request.
In tasting, it looks like this:
When you finish tasting,
Promoter: "Handsome, this is so tasty, buy 2 jin to try at home."
What do you do?
Usually, "I don't need that much."
Promoter: "Then buy 1 jin, let your family try too."
What do you do then?
"Okay, I'll take 1 jin."
—Maybe you only intended to buy a few, not a whole jin.
That's the essence of concession. If you directly make a small request, the other party won't easily agree; but after a big request is rejected, a small request is more likely to be accepted because the other party's resistance is weaker.
In tasting, it's like this: consumers feel that the other side has conceded a step, from 2 jin to 1 jin, so they think, "They've conceded, so I should too. 1 jin is fine."
Concession not only shows that the other side conceded, so I'll also compromise; it also makes the second request seem much smaller than the first, and because of this perception, most people accept the second small request.
Are these the only manifestations of concession in tasting? There's more.
You've just packed your product and are about to check out,
Promoter: "Handsome, if you spend 45 yuan, you get a cup." (The cup is a gift)
Consumer: "Forget it, I'm far from that."
Promoter: "Let me add two more for you. Even though it's still short, I'll give you the cup anyway. It's also to encourage you to come back more often."
Consumer: "Okay, okay, thanks."
This is also concession.
Some might question: if they buy more, won't they feel coerced and not come back next time?
Let's imagine. We might express it in several ways: **First, we might deny the verbal agreement with the promoter; second, we might become suspicious of the manipulating promoter and decide never to deal with that person again.**
If such situations occur, the requester would think twice before using concession tactics.
However, research shows that when concession is used, the frequency of such victim reactions doesn't increase. Surprisingly, it actually seems to decrease!
A Canadian psychological experiment revealed this.
The experiment asked people to volunteer two hours of unpaid work at a community mental health clinic.
As usual, when starting with a larger request (asking subjects to work two hours a week at the clinic for at least two years) and then retreating to a smaller request, more people verbally agreed—76%; when directly making the smaller request, only 29% agreed.
But how many of those who agreed actually showed up? This result is clearly more important. Here, the concession tactic was still more effective (85% vs. 50%).
This is strange: concession seems not only to stimulate people to agree but also to encourage them to fulfill their commitment, even to voluntarily comply with further requests.
What's the trick that makes people fall for it repeatedly? To find out, we might observe the requester's retreat behavior, which is the core of the tactic, and how consumers think.
**1. Due to the contrast effect, consumers feel the small request is more in line with their interests.**
**2. Consumers feel they made the other side concede, so they are responsible for the outcome.**
**3. Because they got the concession through their own efforts, consumers feel satisfied with the final result.**
You might say, "I understand all this..." But don't rush; the scarier part is that merchants will make you buy again next time.
**Step 3: Buy Again Next Time**
**— Commitment and consistency make people buy repeatedly**
People are strange. They keep buying things they've always liked, no matter how ugly the packaging or stale the taste. Many new products with novel packaging and good taste just stand aside, watching helplessly.
Many regional products are like this. Some products don't sell well nationwide but dominate a specific region.
And other brands in the same category, even if they sell well nationwide, fail in that region, unable to beat the dominant brand. Some merchants have tried various tactics but end up shaking their heads, "Even half price doesn't sell."
Most distributors know this effect as **first impression**.
The principles and ways to break first impressions are complex and will be discussed in a separate article; I won't expand here. Besides first impression, there's another major psychological effect that protects the first product to enter the market, and it's closely related to our tasting.
This psychological effect is called "commitment and consistency."
What is commitment and consistency?
It's like stock trading. Before buying a stock, you think this one is bad, that one is uncertain. But once you choose a stock, you feel it will definitely rise. Even if it falls sharply, you tell yourself, "Wait and see, maybe it'll go up in a few days."
This is commitment and consistency. **Once a choice is made, or a commitment is made, people are happy to believe they chose correctly.**
Not just them; in fact, all of us deceive ourselves time and again to believe we did the right thing after making a commitment or choice. Because everyone has a desire to be consistent (and appear consistent) in words and actions.
A psychologist's assistant randomly selected a person on the beach (the subject), laid a beach towel about two meters away. The assistant lay on the towel, took out a portable radio, listened to music for a while, then got up and left the towel to walk on the beach.
Later, a researcher pretended to be a thief, came over, picked up the radio, and tried to take it away. As you might guess, normally, subjects were unwilling to risk stopping the thief. The "theft" was staged 20 times, and bystanders intervened only 4 times.
But with a slight adjustment, the same process was repeated 20 more times, and the results changed completely.
In the next 20 repetitions, the assistant asked the subject to "watch my things" before leaving the towel, and all subjects agreed.
Now, driven by the commitment and consistency principle, 19 out of 20 subjects became virtual vigilantes, actively stopping the theft, demanding explanations, or even physically blocking the thief from escaping with the radio.
In tasting, it looks like this:
When the promoter asks if it's tasty, the switch is turned on. When you say it's tasty, you've made a commitment. When the promoter then suggests you take some for your family, you basically can't find a reason to refuse.
And when you've made the purchase, you'll feel the product is even better, which is another round of commitment and consistency.
Especially when someone points out flaws, you'll argue back, which is yet another round.
The most obvious example is when your wife buys clothes. If you're lucky enough to be asked, "Honey, how do I look in this?"
If you say it's not good, you'll suffer both mentally and physically (young people call it a double kill?), because it was chosen by your wise wife. A smart man will pretend to be impressed and compliment his wife, making her happy.
Back to our product. When many people go through tasting—purchasing—repurchasing, i.e., multiple commitments and consistency, your product will become the number one brand locally, even if it's terrible nationwide.
**Promoters Taste First**
So, are there other manifestations of commitment and consistency in tasting? Of course, and an important one. Before any activity, you must first let the promoter taste and have her say it's tasty! This is important; I don't want to repeat it three times.
By the way, not only consumers need commitment and consistency, but promoters too. Think about it: if the promoter hasn't tasted it and doesn't think it's tasty, how can she get others to try? How can she tell consumers it's tasty? How can she willingly do the tasting for you?
I met a promoter from the Northeast. Three words describe her tasting skills: incredibly awesome. Others' three-day tasting volume couldn't match her one-day, and sales were the same.
This Northeastern lady told me a key point for promoters: either you don't do it, but if you do, whether you like it or not, you must love the product you're promoting.
Many tasting staff don't like the product themselves and always think others won't like it either.
For example, "Northeasterners don't like spicy, so this is too spicy; this is too bland, Northeasterners don't like it; this is for the elderly, only young people like it..." If you don't like it and haven't tasted it, how can you introduce it to others?
**Letting promoters taste not only boosts their confidence but also tests taste differences.** Since the product is national, each region has different taste preferences.
Only after local promoters taste it can they anticipate taste issues in the region. And this issue is basically a common regional taste problem. For example, Northerners prefer salty, so they might think your product is bland; you can learn this from the promoter in advance.
This way, before the tasting, you'll have thought of an answer, rather than scrambling during the tasting.
Moreover, during the tasting, you might not come up with an answer—while a consumer is asking you, you're still thinking about how to answer—and the consumer leaves. If your product has issues, why would consumers buy?
**The Complete Psychological Effects in Tasting**
Let's look at where psychological effects come into play in the complete tasting process:
Tasting—reciprocity
Asking if it's tasty—for commitment and consistency
Original price 68—making a big request, with a pause so they know the request (actually, for consumers who don't buy often, they don't know your price per jin)
Now special price 58—concession. Making a small request, with a contrast to the previous price
Only once a year special—creating scarcity
Take 2 jin to try—making a big request
Dialogue
Okay, just 1 jin—concession, giving a small request
We give a gift for purchases over 78—making a big request
Dialogue
Alright, you've reached 75, we'll still give it—concession, giving a small request, making consumers feel they earned it
It can be said that for anything edible (except medicine), tasting is a big weapon. Of course, for any product that can be tried, you can consider this approach. Cars, you can test drive; clothes, you can try on; phones, you can use them on the spot...
Because tasting is so powerful, some consumers even dare not try. Even knowing it's free, they still avoid it—when someone offers a taste, they walk around. Indeed, avoiding the initial kindness or concession can prevent you from buying things you don't want.
But such behavior also means you avoid things you do want. So how can you taste without buying things you don't particularly want?
I used to be afraid of tasting, fearing I'd buy a bunch of things I didn't really want, until I found a friend—he accepted all tastings but never bought. His method was...
Forget it, I won't say, lest I encounter customers like you during my tastings.
Sunshine Head, 10 years of entrepreneurship, focused on food marketing. Main focus: corporate strategy and marketing. Good at interpreting business truths from a human perspective and logic. After ten years of sharpening a sword, I'm now sharing my 10 years of entrepreneurial experience with you, providing a practical and rich guide to avoid pitfalls, and welcome discussions with friends.
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