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<i>Technology in Marketing</i>: What Law Firms Can Learn from How the Swiss Sell Cheese

By Joshua Fruchter

A marketing consultant and friend, Robert Kaplan, recently shared a story with me from one of his overseas trips. He had been traveling in Switzerland when he chanced upon a cheese store. It was like nothing he had ever seen in the States. Upon entering, he was immediately approached by a man dressed in a sterile white coat (almost like a surgeon) bearing a silver platter filled with cheese. Wielding a slender knife, the gentleman cut off of a piece and beckoned Robert to sample a slice. Politely, Robert accepted and tasted the morsel. Much to his surprise, he became enamored of this variety and proceeded to buy a 2.5-kg cut.

Nice story, but what has it got to do with law firm marketing? Well, pretty clearly, it was only after Robert had been offered a taste of the cheese that he was willing to invest in 2.5 kilos. It was the 'taste' that triggered the sale. We see this marketing approach used in many other contexts, such as when beauty consultants spray you with a dose of perfume as you enter the cosmetic section of a department store.

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