Hi there!
My dad did something embarrassing at a chocolate shop in Kodaikanal.
I was 12 years old. We were on a family trip. The shop had rows of handmade chocolates displayed in glass cases.
My dad walked in and asked for samples. Not one. Not two. He tasted every single variety before buying a box.
The shop owner smiled the entire time. My younger self wanted to disappear.
Now I realize my dad was onto something big.
He wasn't being cheap. He was being smart. And that shop owner? Even smarter.
The Hidden Game Behind Free Samples
That chocolate shop understood something most businesses miss.
They weren't just giving away free chocolate. They were moving my dad from Point A (curious browser) to Point B (interested buyer).
Point C was the purchase. But getting someone to jump straight from A to C feels risky. The gap is too wide. The decision too hard.
Point B is where the magic happens.
My dad went from "I might buy chocolate" to "I know which chocolate I like." That's a completely different mental state.
The sample brought him one step closer. And one step closer makes all the difference.
Why Your Brain Hates Big Decisions
Your brain is wired for survival. Every decision carries risk.
When you see a product priced at ₹5,000, your brain doesn't think about the value. It thinks about the danger.
What if it's bad? What if I waste money? What if I regret this?
These thoughts happen automatically. You can't turn them off.
But you can reduce them.
The moment you see "7 day refund policy" next to that ₹5,000 price tag, something shifts. The risk feels smaller. The decision becomes easier.
Your brain still asks questions. What if I don't like it on day 8? What if the refund process is complicated?
But now you're thinking about smaller risks. Manageable risks. And that changes everything.
The Trial Room Revolution
Clothing stores didn't always have trial rooms.
Imagine walking into a store. Seeing a shirt you like. Buying it without trying. Going home and realizing it doesn't fit.
That was normal once.
When someone first proposed trial rooms, store owners resisted.
We need extra space. Someone has to collect the clothes. What if customers wrinkle them? What if they stain them?
Valid concerns. Real costs. Genuine risks.
But stores that added trial rooms saw something interesting. Sales went up. Returns went down. Customer satisfaction improved.
The trial room brought customers one step closer to buying. They could see themselves in the outfit. They could feel the fabric. They could check the fit.
That middle step between browsing and buying made all the difference.
Today, you won't find a clothing store without trial rooms. Not because owners became more generous. Because it made business sense.
How This Works Online
Selling online is harder because people can't touch, feel, or try before buying.
You need to create that middle step artificially.
If you're selling a ₹10,000 course, that's a big ask for someone who just discovered you. They don't know if your teaching style works for them. They don't know if the content is good. They don't know if they'll finish it.
Too much uncertainty. Too much risk.
But what if you offered the first module for ₹99 with a refund option?
Now they can experience your teaching. See the content quality. Check if it matches their needs. All for a tiny investment.
You brought them to Point B. The jump to Point C (buying the full course) becomes much easier.
The Service Provider's Middle Step
I recently saw a marketing consultant do something clever.
Instead of selling a ₹50,000 three month package directly, he offered a 7 day audit for ₹999.
He'd analyze your business. Find the gaps. Show you what's broken. All for less than a thousand rupees.
Some clients bought just the audit. Most bought the full package afterward.
Why? Because he brought them one step closer. They saw his expertise. They understood their problems better. They felt confident in his ability to fix things.
That middle step did the heavy lifting.
Why Multiple Steps Can Work Better
Sometimes one step isn't enough.
If you're new and your product is expensive, people need more proof. More reassurance. More time to build trust.
That's when you create multiple checkpoints.
Step 1: Free webinar showing your approach
Step 2: Low cost workshop with actionable tips
Step 3: Mid tier program with personal feedback
Step 4: Full premium service
Each step reduces risk. Each step builds confidence. Each step brings them closer.
The key is making each step valuable on its own. Nobody should feel tricked. Nobody should feel forced.
The Experimentation Part Nobody Talks About
Here's what most people miss.
One middle step might increase your conversions by 20%. Another might increase them by 30%. A third might actually decrease them.
You won't know until you test.
I tried three different approaches for my workshops.
First, I offered a free 30 minute intro call. Conversions were okay.
Then I tried a ₹499 mini workshop. Conversions doubled.
Then I tried a ₹99 recorded session with Q&A. Conversions were slightly lower than the live workshop but higher volume because more people could afford it.
Each variation taught me something. Each test made the next one better.
What About People Who Just Want Point B?
Some people will only buy your middle step and never upgrade.
That's fine.
They still paid you. They still experienced your work. They might refer others. They might come back later when they're ready.
Don't think of Point B as a loss leader. Think of it as a real product that also happens to lead to Point C.
Make Point B valuable enough that you'd be happy selling just that. The upgrades are bonus revenue.
The Risk Reduction Checklist
Every time you add a middle step, ask yourself:
Does this let them experience my work?
Does this reduce their financial risk?
Does this reduce their time commitment?
Does this answer their biggest doubt?
Would I buy this middle step even if Point C didn't exist?
If you answer yes to most of these, you're on the right track.
Starting Point
Look at what you're selling right now.
What's Point A (where they are)?
What's Point C (buying from you)?
What's missing in between?
That gap is your opportunity.
Create something small. Something low risk. Something that brings them one step closer.
Test it. Measure it. Improve it.
The chocolate shop in Kodaikanal understood this decades ago. They knew free samples weren't expenses. They were investments in closing the gap.
Your job is to find your version of the chocolate sample.
Find the invisible middleman (the step that brings your customer one step closer) that can increase your customer base
This is the Next Question you have to ask yourself, What's the smallest step that brings your customer closer to saying yes?
Figure that out and you'll sell more. Not through pressure. Not through manipulation. Simply by making the decision easier.
-Agnel John D