Customer experiences build brands or break brands. Which side of the isle do you want to be on? I always tell people starting off in business to let potential clients sample your products or brands. Let's say you sell computers. Sure, you can't give away a computer. However, you can give away a year of free customer service. The same goes for people providing services. Maybe you can't give away a full contract. But you can get creative and give away customer service related options.
Giving away something to potential customers develops relationships. It betters your brand and will, eventually, increase your sales.