---
title: "Under the Epidemic, the Difference Between Selling 500 and 5,000 in a One-Day Tasting Event!"
description: "Since the start of the pandemic in 2020, after tracking no fewer than 100 tasting events, it's clear that good and bad tasting events differ in several key ways. This article explores how to attract more people to taste and how to convert tasters into buyers, emphasizing personalized engagement, assertive language, and concise, taste-focused messaging."
author: "阳光头"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2022-07-29"
language: "en"
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---

# Under the Epidemic, the Difference Between Selling 500 and 5,000 in a One-Day Tasting Event!

> Since the start of the pandemic in 2020, after tracking no fewer than 100 tasting events, it's clear that good and bad tasting events differ in several key ways. This article explores how to attract more people to taste and how to convert tasters into buyers, emphasizing personalized engagement, assertive language, and concise, taste-focused messaging.

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Since the start of the pandemic in 2020, after tracking no fewer than 100 tasting events, it's clear that good and bad tasting events differ in the following ways:
**01 How to get more people to come and taste?**
**1. Common practices**
Promoters typically say:
_"Hello, welcome to taste XXX!"_
_"Freshly fried chips, help yourself!"_
_"Please try it, it's okay if you don't buy."_
_"X Fuji Gugubang, with eggs, milk, and whole grains, nutritious, delicious, and healthy. New product launch, free tasting!"_
Which one do you think is correct?
Sorry, all wrong. Why?
Contrary to what you might think: all these phrases reduce consumers' desire to taste.
**2. Why?**
Inviting consumers to taste your product is like inviting guests to your home and having them taste the dishes you've cooked.
**First, you're not facing a 'group' but an 'individual.'**
It's not about getting many people to taste, but about getting the person in front of you to taste.
_"Welcome to taste!"_
_"Freshly fried chips, help yourself!"_
_"X Fuji Gugubang, with eggs, milk, and whole grains, nutritious, delicious, and healthy. New product launch, free tasting!"_
This kind of shouting to everyone is useless. Only when you speak to a specific consumer, one-on-one, will you capture their attention.
Just like when you have several guests at home, how do you get them all to taste your braised chicken?
Do you say to everyone: "Come, come, this is our free-range chicken, simmered for 2 hours, everyone have a taste."
Or do you say to each guest: "This is our free-range chicken, simmered for 2 hours. Old Li, come try it. Xiao Wang, give it a taste?"
From a hosting perspective, addressing each guest individually is more courteous; from a guest's perspective, being individually invited makes them more willing to pick up their chopsticks.
This is even more true in tasting events.
Any form of shouting, once heard, requires the brain to first judge—does this matter to me or not?
But when you speak directly to one person, they immediately react—this is relevant to me—and then pay attention to what you say.
Many worry that without shouting, how can you gather consumers?
On the contrary, crowds usually form with 1-2 people first, then 7-8, and finally a packed crowd.
Only by first inviting a few consumers to taste will more people come to see what's happening. That's how you build buzz.
**Second, don't use a tentative tone; use an assertive tone.**
_"You can try our XX, it tastes great."_
_"Please try it, it's okay if you don't buy."_
_"This is our new product, would you like to try it?"_
If you use an uncertain tone, it will infect the consumer. The consumer thinks, do you want me to try it or not? If you're not sure, maybe it's not tasty, so I'll skip it.
Same with hosting. If you say:
"Let's have a meal together today."
The guest thinks, oh, the host isn't really keen, so no need to bother.
But if you say: "Come on, let's eat, everything's arranged downstairs." (and then gesture with your hands)
The guest thinks, so enthusiastic, I'd be embarrassed not to go, so let's eat together.
In tasting, only with an assertive tone can you make consumers feel, "This should be good, let's give it a try."
**Finally, keep your words short and avoid anything not related to 'deliciousness.'**
_"We're a brand under XX, launching a new product..."_
_"Today's discount"_
_"New product launch, free tasting!"_
It's like hosting a meal.
Even if your purpose is to get the guest to do something, you can't say before they've even taken a bite: "Mr. Wang, our product is 50% off... Well, eat first, try this fish." Do you think the guest will eat?
Also, "New product launch, free tasting!" is almost as good as saying nothing.
So, how can we avoid these situations?
**3. How should it be done?**
What's the method?
Be enthusiastic. But enthusiasm must have a limit. If you overdo it, it will make consumers uncomfortable and have the opposite effect. How do you find the right balance?
Simple: treat it like hosting at home.
When guests come over, how do you get them to taste your dishes? Don't you say: "Come, come, Xiao Wang, this fish is good, the slices are tender, try it."
1. Enthusiasm
What is enthusiasm? A smiling face. Would you host a meal with a stern face? Be proactive. If the guest is silent, do you stay silent too?
2. Mention the dish briefly
Which dish specifically? With a table full of dishes, point out which one, "this fish is good."
Why should the guest eat this dish? Tell them the reason, "the fish slices are tender."
3. Try to get the guest to eat
What if the guest declines? "There's so much, thanks, thanks!" What then?
Be proactive, put it in their bowl. (Note: try to get them to eat, but don't force it. If they're truly full and you keep adding, that's overdoing it.)
Similarly, in tasting: hand over the sample, "Come, big brother, try our braised chicken feet for free, they're delicious."
**1) Enthusiasm**
Smile, a simple smile is enough; be active, bring the plate or sample to the customer; be sweet-tongued, "Big brother, try it," "Sister, come taste."
**2) Mention the sample briefly**
Which dish specifically?
Just say the product name, "braised chicken feet."
For many foods, if you don't say what it is, consumers won't recognize it and won't dare to take it. Because processed food looks different from what we imagine. Drinks are even more so; without saying the flavor, you can't tell at all.
Also, don't mention the brand.
Consumers haven't bought yet, so mentioning it is useless. And consumers don't want to remember it.
Why should the customer eat this dish? Tell them the reason. Generally, before tasting, just say "delicious" is enough; don't go into detail.
First, there's no time for details, and walking consumers have no time to listen; second, before tasting, listing benefits is pointless; third, hurry up and get them to taste—that's the key. Talking too long means losing another customer.
Save the detailed introduction for when they're tasting.
**3) Try to get the customer to taste**
What if customers don't come to the tasting table? Be proactive, walk over, and hand the sample to them. Also, try to get them to taste, but don't force it, to avoid resentment.
Some customers see the tasting from afar and take a detour to avoid it... For such customers, just joke, "Sister, try it, it's free, delicious and costs nothing," and that's enough.
Image source: Internet
**02 How to get those who've tasted to buy as much as possible?**
Now, consumers have come to taste, so how do you get them to buy?
**1. Common practices**
_"Thanks for tasting. If you like it, grab a couple of packs to try."_
_"Pairs well with whole grains and oats, great for breakfast energy. Original price XX yuan, now promotional price XX yuan!"_
_"If it tastes good, take a pack!"_
These are all common phrases. Are any of them correct?
Unfortunately, none. These phrases lead to many tasters but few buyers.
**2. How should it be done?**
After tasting, three steps are needed to get a purchase:
**Step 1: Introduce.**
While the consumer is tasting, give a one-sentence introduction.
Keep it short: "Our braised chicken feet are simmered for over two hours, even the bones are flavorful."
**Step 2: Ask.**
When the consumer has tasted enough, ask if it's good.
You must ask, because we need a positive response: "How is it? Are the bones flavorful?"
**Step 3: Purchase.**
When the consumer says it's good, go with the flow and suggest buying.
That is, as soon as the consumer says "yes," "delicious," or "the bones are indeed flavorful," you can prompt them to buy.
**3. Why?**
Why do this?
Work backwards.
**1) Why can you prompt a purchase after the consumer says "yes" or "delicious"?**
Any purchase requires the consumer's nod.
If the consumer nods and thinks it's tasty, then buying won't be an obstacle. Why?
Because if it's tasty and they don't buy, then what they buy is not tasty? If you refuse, it means what you just said about "delicious" was wrong, and it's like admitting publicly: I was wrong.
Humans are social animals; we care about how others see us. If our words and actions are inconsistent, we feel embarrassed. For this reason, few consumers say "delicious" and then walk away without buying.
**2) To get consumers to say "delicious," we need to design phrases that lead them to say it.**
How to get consumers to say "delicious"?
Often, consumers know you want them to buy, so they find it hard to say "delicious." It's not like being a guest at home, where they'd say, "Sister-in-law's cooking is really delicious."
For something they have to pay for, consumers' definition of "delicious" becomes strict. They look at their wallet, then at your product, and say, "Well, it's tasty, but I think it's a bit salty..."
So, how to unify the definition of "delicious"?
That is, you must say something that is both linked to "delicious" and that consumers can't deny: "Yes, that's right." How?
You need to define "delicious" in advance:
* **First, give a result. A result consumers can easily discern;**
* **Second, explain the reason. Explain why this result occurs;**
* **Third, link it to "delicious." The result must be linked to deliciousness.**
Why?
**1 Easily discernible**
Only things that are easily discernible can be clearly judged by consumers.
For example, "Our sauerkraut is very tangy"—you know as soon as you taste it: it's really sour. "These braised chicken feet have bones that are fully flavored"—you feel: yes, the bones are indeed flavorful. "Our cake has a stronger egg aroma"—you discern: yes, it's really eggy.
So, how to make it easily discernible? State a simple sensory result. Simple discernible things include texture, taste, color, size, hardness, etc.
**2 State the reason**
Just letting consumers discern isn't enough; they need to know how that feeling comes about. Why tell the reason?
With only the result, consumers can discern it but can't know if it's good or bad; only with the reason can they judge.
Take "tangy sauerkraut"—even if consumers taste it, they may not clearly feel whether the sourness is good or bad.
Only when you explain the reason will they think it's tasty. For example, "Eighty-one days of fermentation, so the sauerkraut is very tangy."
Oh~ long fermentation, this sourness is indeed good.
In other words, giving the reason redefines "delicious" for the consumer. It's like **letting consumers evaluate your product within your defined scope.**
Also, note that the reason should be based on things we all know from daily life. Only then can consumers deduce the cause and effect:
"Simmered for two hours, bones are flavorful"—if it's simmered for two hours, the bones must be flavorful;
"Cake with over 40% eggs, so the egg aroma is stronger"—the more eggs, the stronger the aroma.
**3 The phrase must also be linked to "delicious"**
That is, linked to texture and taste.
For example: —"Our duck necks have no preservatives"
This is fine as an advertising slogan, but not a good sales pitch. Why?
Because it's not linked to "delicious."
Although you can guide consumers to see the difference from the ingredient list on the package, it's not about taste. That is, they may not think it's tasty.
If they can't taste deliciousness, their purchase intention drops significantly. After all, for food, unless it's medicine, taste is the primary factor.
So, how to make consumers think it's tasty?
What links to deliciousness is usually texture and taste. For example, "Our duck necks have no preservatives, so they don't have that weird preservative taste; the flavor is natural. How is it? Isn't it natural?"
Another case: some products are introduced directly: —"Our yogurt has no additives, nutritious, delicious, and healthy."
This sales pitch is also not good.
Some might wonder, doesn't this pitch include the word "delicious"?
Our goal is to get consumers to admit it's delicious. It's not about the promoter saying "delicious" and the consumer agreeing. Why?
Because "delicious" encompasses all positive textures and tastes.
If your product dares to claim delicious, consumers will check all the textures and tastes they associate with "delicious" against your product. Logically, only such a product is truly delicious.
But consumers are generally lazy; finding all textures and tastes is hard for them. So, they just find one counterexample—that's easiest.
So: "Your yogurt isn't thick," "Your yogurt doesn't taste right."
What works?
During promotion, we need consumers to nod and admit it's delicious, but ideally without directly saying "delicious": "Our yogurt has no additives, so it tastes very strongly of yogurt. Some even say it tastes like the yogurt from childhood. How is it? Isn't the yogurt flavor strong?"
**3) One-sentence introduction, not too long**
Reasons:
1. You need to finish your sentence while the consumer is tasting; otherwise, they'll leave before you finish;
2. Too long an introduction, and consumers can't grasp the key point. A brief introduction of one point lets them know what you're saying;
3. Also, from actual events, too long a pitch is hard for promoters to remember.
Looking back, how to get as many tasters as possible to buy?
After a one-sentence introduction, be sure to ask for their feedback:
_"Isn't it tangy? Aren't the bones flavorful? Isn't the egg aroma strong?"_
As soon as the consumer gives a positive answer, you can directly suggest:
"Then buy some to share with your family."
Most consumers will buy.
**【A reminder: tasting events are not price wars】**
In tasting events, some products are introduced directly as "delicious" and still sell. How do they do it?
If your price satisfies consumers, they'll immediately react to "delicious" with "Yeah, not bad," and start buying;
Similarly, if your price doesn't satisfy them, they'll react to "delicious" with "It's tasty, but..." and then walk away gracefully after tasting.
Many businesses encounter this. So, tasting events often turn into discount events.
Because, according to their "actual testing," only rock-bottom prices sell well.
Sun Guangtou, 10 years in business, focused on food marketing. Main focus: corporate strategy and marketing. Good at interpreting business truths from a human nature and logic perspective. After ten years of sharpening a sword, I'm sharing my 10 years of entrepreneurial experience with you, providing a practical and rich guide to avoiding pitfalls. I also welcome discussion and exchange with friends.
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