Samples are where many export relationships begin — and where many exporters quietly lose money. Send too many free samples to buyers who never order and the costs add up. Refuse samples and serious buyers go elsewhere. A clear sample policy solves both problems.
Types of Samples
Buyers ask for samples at different stages, and each has a different purpose:
- Catalogue or counter samples: existing products that show your quality and range
- Development or proto samples: made to the buyer's design or specifications
- Size set samples: for apparel and footwear, showing the fit across sizes
- Pre-production samples (PPS): made from actual production materials, approved before bulk production starts
- Shipment samples: taken from the finished bulk order before dispatch
Knowing which one a buyer is asking for helps you decide what to charge and how quickly to produce it.
Should You Charge for Samples?
A common approach:
- Existing catalogue samples: free or at cost, but the buyer pays courier charges
- Custom development samples: charged, often refundable against the first order
- Pre-production samples: included as part of the confirmed order
Charging a modest fee — and crediting it against the first order — filters out buyers who are only collecting samples and signals that you value your work. Serious buyers rarely object.
💡 Ask for the buyer's courier account
Many importers have accounts with international couriers. Asking them to provide their account number for sample shipments moves the cost to them and quickly shows how serious they are.
Make Samples That Match Production
The most damaging sample mistake is sending something your production line cannot reproduce. If a skilled craftsman spends a day perfecting a sample, but bulk production is done by a different team at speed, the buyer will notice the difference — and may reject the shipment.
- Use production materials, not premium substitutes
- Make samples on the equipment and with the team that will do the bulk order
- Record every specification: materials, measurements, colours, finishes, packaging
- Keep an identical sealed reference sample at your factory
When the buyer approves a sample, confirm the approval in writing and note any requested changes.
Shipping Samples Abroad
Samples usually travel by international courier. Include a proforma or commercial invoice stating that the goods are samples, with an honest value. Undervaluing to reduce duties can cause customs problems. Some destinations charge duty on samples above a threshold, and food, plant, or animal products may need certificates even as samples. Our guide on shipping samples with couriers covers the details.
Follow Up — Every Time
A sample without follow-up is money thrown away. After dispatch:
- Share the tracking number and expected delivery date.
- Contact the buyer a day or two after delivery to confirm arrival.
- Ask for specific feedback: quality, finish, price fit, and next steps.
- Record the feedback and any changes needed.
See export sales follow-up for a follow-up rhythm that does not feel pushy.
Track Your Sample Conversion
Keep a simple log: buyer, sample type, date, cost, and outcome. After a few months you will see which channels and buyer types actually order — and which ones just collect samples. Adjust your sample policy based on the evidence.
Frequently Asked Questions
Should exporters send free samples?
Free samples of existing products can be worthwhile for qualified buyers, but charging for custom samples and asking buyers to cover courier costs protects you from sample collectors. Many exporters refund sample fees against the first order.
How long does it take to make an export sample?
Catalogue samples can ship within days. Custom development samples may take one to several weeks depending on materials and complexity. Give buyers realistic timelines.
What is a pre-production sample?
A pre-production sample is made from the actual bulk production materials and approved by the buyer before mass production starts. It becomes the standard the finished order is checked against.
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