Emulate Drug Dealers
In the book REWORK, the authors, Jason Fried & David Heinemeier Hansson (co-founders of 37signals) recommend emulating drug dealers by offering free samples to customers. Drug dealers, as Jason and David point out, know by giving away free samples of a “product so good” and “so addictive,” customers will “come back with cash in hand.”
Businesses, according to the authors, shouldn’t “be afraid to give a little away for free” so long as they are confident in the products/services they sell. As cited in the book, ice cream shops confidently give away free samples knowing it will most likely result in a sale. Car dealers do the same by allowing potential buyers to test drive a car before buying it.
Why stop at emulating drug dealers by only giving away free samples?
Businesses have a lot more to learn from the business practices of drug dealers. From procurement of product to acquiring customers to satisfying customers, the parallels between a well-run drug dealing operation and a successful business run thick.
This is territory we’ve covered on the Brand Autopsy blog. In early 2004, we ran a 7-part series on “Street Corner Selling” which shared drug dealing business lessons from Bruce Jacobs' book, DEALING CRACK.
The lessons have held up well. Read for yourself...
Street Corner Selling Curriculum:
Lesson #1: Customer Acquisition
Don’t Act Desperate
Lesson #2: Ten Minute Rule
Surpassing Customer Expectations
Lesson #3: Procurement
Wholesale Buying Strategies
Lesson #4: Merchandising
Maximizing Sales Through Bundling
Lesson #5: Angel Customers and Demon Customers
Selecting Profitable Customers
Lesson #6: Developing Enthusiastically Satisfied Customers (pt. 1)
Generating Customer Referrals
Lesson #7: Developing Enthusiastically Satisfied Customers (pt. 2)
Making it Easier for Customers to Buy