One lesson I keep learning, whether I’m selling vegetables from Iron Mountain Organics (IMO) or consulting services through ThreeWill, is that sales and marketing are often the hardest parts of the job.
It’s not enough to grow healthy, tasty vegetables. If no one knows about them or is unsure they’ll like them, they won’t buy them. The same goes for our consulting work. You can have the best solution in the world, but if people don’t trust you yet, or can’t picture the value, it doesn’t matter.
At IMO, I’ve learned that giving away product is sometimes the best marketing investment I can make. Maybe someone has never tasted a shishito pepper. So I put a few in their bag, along with a recipe card. Suddenly, they’re hooked and next week they’re buying shishitos.
At ThreeWill, our “free shishitos” are our thought leadership. We provide content that benefits people, whether they hire us or not. In both cases, this approach builds trust and a relationship. You’re not forcing someone to buy something they may not like or need. Instead, you’re letting them try it, enjoy it, and come back for more when they’re ready.
The best part? It creates a healthy, referral-based business. When people like what you do and trust you, they tell others.
So the next time you’re wondering if it’s worth giving away a taste of what you do, remember the shishitos. Sometimes a free sample today grows into your most loyal customer tomorrow.
This post first appeared on July 4, 2025 in Sowing Success, my weekly LinkedIn newsletter on leadership and organic farming. Read the original on LinkedIn.
