How to Send Export Samples So They Turn Into Orders
Send samples only to qualified buyers, on agreed terms. Before shipping, confirm what the buyer will test, their volume and target price. Send a sample that represents your normal production, with a spec sheet, certificate copies and a clear label, check what documents the destination needs for samples, track the shipment, and follow up on a set date to get feedback and a decision.
A sample request is a strong buying signal — and an easy place to lose money. Many exporters send samples to anyone who asks, never hear back, and never learn why.
A sample is a sales step, not a gift. This guide shows how to handle it so each sample has the best chance of becoming an order.
1. Qualify the request first
Before you agree, ask a few questions:
- Company type and the markets they sell to.
- Product, grade, size and packing they want to test.
- Expected volume and season if the sample is approved.
- Their target price and Incoterm.
- Who will evaluate the sample, and how.
A buyer who answers clearly is worth the cost of a sample. One who will not answer is often just collecting prices.
2. Agree the sample terms in writing
- Size and quantity of the sample.
- Who pays the product and the courier — for example a free sample with the courier paid by the buyer, or a paid sample credited against the first order.
- The delivery address, contact person and phone for the courier.
- When you will send it and when you will follow up.
Put this in an email or WhatsApp message the buyer confirms, so expectations are clear on both sides.
3. Send a sample that represents real production
The sample is a promise. If it is better than your normal shipments, the first order can disappoint the buyer and end the relationship. Choose product from normal production, pack it the way you would ship it, and record the batch or lot so you can match future orders to it.
4. Include the right paperwork
- A label with product name, grade or size, batch, date and your company details.
- A one-page spec sheet and copies of your certificates.
- A pro forma or commercial invoice for customs, stating the value and that it is a commercial sample, with the HS code.
- Any official certificate the destination requires for that product, such as a phytosanitary certificate for some fresh plant products.
Ask your courier or forwarder which documents and restrictions apply to food samples for that destination before you ship.
5. Ship safely and track it
Choose a courier service that fits the product: perishable goods need fast transit and suitable packing, sometimes with cooling. Send the tracking number to the buyer, check delivery, and confirm the buyer received the sample in good condition. If it arrives damaged, offer to send another quickly.
6. Follow up until there is a decision
Agree a date for feedback when you send the sample. On that date, ask specific questions: does the quality match their needs, what would they change, and what is the next step — a trial order, a quotation or a visit? Record the feedback in your CRM. Even a "no" teaches you something about the market, the price or the product.
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Common questions
Should samples be free?
It depends on the value of the product and the buyer. A common approach is a free sample with the courier paid by the buyer, or a paid sample credited against the first order. What matters most is agreeing the terms before you ship.
How big should a sample be?
Large enough for the buyer to evaluate quality the way they normally would — for example one carton in your standard packing — but not so large that it becomes a shipment.
What if the buyer does not reply after receiving the sample?
Follow up on the agreed date with specific questions, and once more a few days later with something useful. If there is still no reply, keep them in your seasonal updates and move on.
Can you help us follow up samples and enquiries?
Yes. We set up the CRM and follow-up automation so every sample has a tracked next step, a reminder and a record of the buyer's feedback.
Sending samples but not getting orders?
Book a free 30-minute consultation. We'll look at how you qualify, send and follow up samples, and where buyers drop off.
Book a Free Consultation