The other day, I was taking a walk and I got approached on the street by some individuals who were representing Médecins Sans Frontières (Doctors Without Borders). With U.S. international aid being cut by Orange Moron, the international organization has understandably been significantly affected. While MSF/DWB doesn’t receive U.S. aid directly, it has most certainly seen disruptions in essential services. And the lack of available funds and food aid has put an increased strain on the organization’s resources.

So, it makes sense they were raising money.

The young woman who came up to me representing MSF was friendly and interesting. She connected with me about my t-shirt which was Ohio State and even said: “OH-“ to which I responded “IO.” (So, she had me right there). She then asked if I knew what was going on as far as foreign aid went. I told her I was aware. And then, because I was in a hurry, I suggested we just short-circuit the conversation and get to the point:

I was willing to give her a donation.

The problem: The system was only set up to accept ongoing payments (such as a quarterly subscription). She couldn’t just accept a one-time donation. And even though I was empathetic to the organization’s goals and mission and understood the background of what was happening, I declined to go through with the larger ongoing commitment. I wanted to give once and then maybe I would give again later. But on a timetable of my choosing.

This highlights a key problem that happens in many businesses: They want to land the large deal or contract. But customers just want to try it out to see if it fits them. Here’s why letting them “test drive” your product or service is often a better approach.

What the Data Says About Letting People “Test Drive” Your Solution

Here’s the truth: today’s buyer is skeptical, overwhelmed, and faced with way too many choices. That’s not just gut instinct; data shows that when you give people a no-pressure way to try your offering, conversion rates go up—sometimes by a lot. According to marketing research, free trials and low-friction entry points routinely outperform hard sells and “commit now” demands, especially in service-driven or high-trust fields. There’s a reason you see SaaS companies offering “freemium” models or fitness studios handing out free first classes: Because it flat-out works. People crave agency. They want to control their own level of investment, and if the process is easy and transparent, they’re more likely to stick around and eventually upgrade.

How This Plays Out in Small and Midsize Businesses

You don’t need a tech company’s resources to make this mindset work for you. In the training and consulting industry, for example, companies that offer free webinars, downloadable guides, or a risk-free “get to know us” meeting land a higher number of engagements than those that just send the invoice after the intro call. It’s not rocket science: Give someone a taste, let them see your expertise in action, and they’ll start asking what else you can do for them.

In the health & fitness space, the free class model is a game-changer. Take our client, COREFIT Pilates & Barre in San Antonio—they offer new clients a complimentary session for the barre classes, not just because it’s generous, but because it’s a high-conversion tactic. Once people come in, get comfortable, and realize it’s not intimidating, they’re much more likely to sign up for a monthly membership. Overcoming the hurdle of “Will I like this?” or “Is it for me?” is what turns a passerby into a loyal customer.

Other examples abound: the local meal prep service that gives away sample bites at a community event, the boutique spa handing out discount vouchers for first-time clients, or the independent software consultant who codes a quick demo tailored to a prospect’s real-world pain point—all of these approaches lower the barrier to action and spark authentic engagement.

What MSF Could Have Done Differently

Coming back to my sidewalk encounter: imagine if the MSF rep had the freedom to accept a one-time donation—no forms, no subscriptions, just “Wow, thank you!” Then, maybe in a few weeks, I get a personalized follow-up: “Hey, here’s what your donation accomplished—want to help again?” If her toolkit had matched where I was on my giving journey, she’d have collected more from people like me who are ready to try, but not ready to commit. It’s Marketing 101—meet the buyer where they are, not where your internal process wants them to be.

Bottom line: trust your product, trust your future relationship with your customers, and let people try you out on their terms. You’ll create more advocates—and more sustainable revenue—by focusing on their needs, not just your targets.