Guided Sales

One reason for the existence of a sales force is that buyers often want advice on a prospective purchase. Again, understanding customer knowledge is key for determining if your product requires a guided sale. Therefore, guidance on sales goes hand in hand with more complex goods (e.g., automobiles, houses, medical procedures, etc.).

In general, the more guidance, the less need for free samples, notwithstanding the risks or need for experiential value. This is why airliners are purchased (or, at least, options for purchase are taken) before the first one rolls off the production floor. Yes, it’s important to know how an airplane will fly; yes, it’s risky to buy a new generation of an airliner—but there is a lot of guidance by Boeing and Airbus on the airplane. Plus free samples would be expensive.