This is a follow-up article to the one I wrote in October about networking at trade shows. If you missed the previous article, check it out.

Part of my preparation for the show was to develop a clear goal. I’ll be very honest and direct. I wanted new clients, and I wanted people to have a good reason to drop their card in my basket.

As a coach, I can make a difference for my clients quickly. With that in mind, I decided to have a drawing for a free month of coaching. I figured I could make enough of a difference quickly enough that the majority of the winners would convert to paying clients.

As my husband put it when I told him about the plan, “You’re using the puppy dog close.”

If you’ve done any reading about sales, you know what he was talking about. Remember when you used to be able to buy dogs and cats at pet stores? Well, a classic technique was to let a customer “take the puppy home for the weekend for free. If you don’t want him, just bring him back on Monday.”

How many puppies do you think came back on Monday morning?

The concept is simple. Let a customer experience what you are offering for free. If they see the value, they will continue to pay for it. I knew I could show value in a month, and it was worth investing my time for the payoff of a new client.

Well, I am happy to report that it just paid off. I just converted my first client from the drawing. And two others are already talking about working with me after the free month.

So as you are making your plans for 2010, think about any trade shows you may be considering. How can you use the puppy dog close to make your investment in time and money pay off? Not planning any trade shows? Not a problem. You can make an offer through social media, your newsletter or any other channels you use to get word out about you and your business.

Anyone else use the puppy dog close to good effect?