Practical Sales Training™ > How To Convert >The Trial Period
What is it?
Offering your buyers a trial period which is either free, or is a chance for them to be refunded, can help to reduce their perception of risk when buying from you.
Why does it work?
It works because, much like the freedom effect, it puts the buyer in control. When you can judge a product or service based on how well it actually delivers a result for you, it removes the guess work and is one of the most powerful – if not THE most powerful ways to convert a buyer.
How can you use it?
Depending on your offering, you can either offer a completely free trial period where the buyer starts paying at the end, or you can charge them, but use the trial period as a chance for them to easily refund should anything not stack up.
The main thing is that the trial period isn’t so short that the buyer can’t decide and isn’t so long that it negates them from buying from you.
Hypothetical Example:
A SaaS company offering a project management tool knows that buyers hesitate to commit without knowing if the platform will fit their team’s workflow.
To reduce this perceived risk, they offer a 14-day free trial with full access to all features, no credit card required. The buyer can test it with their team, upload real projects, and experience the benefits without financial pressure.
By the end of the trial, the buyer is already using the tool in their daily workflow – making the decision to continue almost automatic because they’ve experienced its value firsthand.
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