Let them try and they will buy

This law outlines how and why the easiest way to get someone to love something is to let them try it before they commit to a purchase. Bartlett references the endowment effect, which causes people to over-value an object simply because they own it, regardless of its objective value.

The theory behind this law is that if people feel like they own something, or have spent time pretending or imagining they do, they are more likely to make that a reality and commit to a purchase.

Again, this is a concept Apple has down to a T. By offering customers an unlimited time to play with their products (all of which are powered up, connected to the internet, and loaded with apps), they allow the potential customer the opportunity to feel what it would be like to own that product and use it as they normally would.

They are empowering their customers to find the solution that suits them best with no pushiness from the Apple employees. Apple take this one step further too, to great effect. Apple employees are trained not to touch the devices on display, without the customer’s permission – further adding to the feeling for the customer that they already own it, that is their phone, iPad, etc.

Touching or using a product also increases a customer’s perceived value of that product. Studies show that the longer a customer experiences a product, the greater their willingness to buy it.

For sales teams, the lesson here is to avoid just telling your prospect how great something is; instead, let them try it out, allow them to feel like they already own it. Car salespeople use test-drives for this very reason – when your client can imagine owning it, has felt what it’s like to be in the driving seat, benefiting from all it has to offer, they often won’t want to give it back.