Test-Drives, Taste Tests, and Toes-in-the-Water

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toes in the waterTest-Drives, Taste Tests, and Toes-in-the-Water

Buying without trying is down.

Contracts and long commitments are out.

File these under #ThingsYouMustKeepInMind

Test-Drives, Taste Tests, and Toes-in-the-Water are in.

Question: How does this affect you and me?

I think it ought to affect us in two ways:

First, it ought to reshape our thinking about the importance of offering test-drives, taste-tests and toes-in-the-water. Think about it. Virtually everything is now available to be experienced now and purchased later.

You can listen to the song before you buy on iTunes. You can read a portion of the book on Amazon. You can arrange a test-drive of just about any car you’d like to drive. You can ask for a taste at the ice cream store or the brewery. Many clothing and shoe manufacturers now offer free shipping and free returns to entice you to try on their product.

If we want to connect unconnected people we should be offering test-drives, taste-tests and toes-in-the-water. Most of what we are offering feels like something you buy before you try (which is a very antiquated sales strategy). How long ago did that pass into history in just about every other arena?

Second, it ought to reshape our thinking about the length of commitment we’re asking for. Think about it. Renting is on the rise. Services like Spotify, Apple Music, Netflix and Hulu make it increasingly common to pay for access rather than purchase.

When we plan small group connecting events we should keep in mind that long commitments are out. If we want to help unconnected people take a step to join a group we should be offering baby steps.

Note: Baby steps must be designed with babies in mind. What is a baby step to a baby is a very important thing to understand. What we think is a baby step is often seen as a giant step by the babies themselves. And their perspective is the only perspective that matters.

Further Reading:

Image by Christine Rondeau

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