5. Avoid trap sampling

Without going back to the first step of this sheet, it's useful to return to the evaluation part, and more specifically to the evaluation of your potential customer.

This is by no means to arouse paranoia about requests for samples from individuals or companies; but in some cases, it may be useful to show a little curiosity about the potential the applicant actually represents, and how your sample will actually be used.

Here are a few real-life examples to give you an idea of what can go wrong if you're not careful to gauge demand at the right level.