As a target marketing specialist for direct sales reps, I spend a lot of time testing new strategies to help direct sales reps reach and serve their customers. My current favorite is twitter.
Twitter is an obvious choice for connecting real time with friends or followers. It's quick and relatively easy to navigate. Simply create an i.d., and start looking for people to spread your message.
The trouble comes when a person is brand new and has no idea how/where to begin.
Twitter is not a platform for heavy selling. Rather, it's a great place to introduce yourself, share more about who you are, and then open the door to potential business ventures. Heck, you only have 140 characters per tweet, and if you want people to share those tweets, you need to keep it under 120!
In the interests of ettiquette, here are a few simple tips to help direct sellers make the most of twitter:
1. Be genuine. This is at the heart of everything twitter represents. Select a user name that reflects who you are, rather than your product or company name. In fact, most companies prohibit use of their name in that manner anyway, so why risk it?People will gravitate to who you are first, THEN to what you offer.
2. Provide value. You've heard me say this time and again. People are always asking themselves, "why should I believe/listen you?" We are deluged with thousands of "advertising" messaged every single day. Your tweets need to stand out, provide value to your market and serve the very people you're trying to reach.
3. Be personal. By that, I mean resist the temptation to automate your folowing/unfollowing or direct messaging. There are appropriate ways to use automation with twitter. I've tested dozens of applications that were developed to maximize the efficiency of twitter. My results conclude that Autofollows and autoDM's just cause trouble.
Take the time to make the connection manually - which will avoid the need to unfollow at a later date. Yes, it means your number of followers may grow more slowly, but you can be sure that the followers you do have are actually INTERESTED in what you have to say.
4. Be patient. If you're being true to who you are, you're not likely to get a million followers overnight, but you WILL generate a following of people that know like and trust you. Word will spread as your followers share your message with their followers.
This is why I stress that social media and online marketing does not replace your home party business, but is an additional marketing component to running your business like a real business. Yes, there are people who have all but retired from doing home parties, but it didn't happen overnight. Don't fool yourself into thinking that a twitter account (or any single marketing strategy) is the fastest way to riches. It can help increase your reach dramatically, but it's certainly not an overnight solution.
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Want more help understanding twitter and how to apply it to your business? Explore Lisa's course: Twitter Secrets for Direct Sellers. The only certified Direct Sales Marketing Coach in the WORLD, Lisa Robbin Young can help demystify the business side of running your direct sales business. Visit her free online community for direct sellers today.
© 2009 Lisa Robbin Young.
USE THIS ARTICLE FOR FREE IN PRINT OR ONLINE!
Please do not alter it and include the following information (with active links as appropriate):
Lisa Robbin Young is a certified direct sales marketing coach, teaching direct sellers to use target marketing to grow their business like a real business instead of an expensive hobby. Register today for her free member community & target marketing program for direct sellers at http://www.homepartysolution.com
Income Producing Activites for Direct Sellers
In a previous post, I discussed Pareto's Law, the 80/20 Rule. And often, as was this case with this post, the comments come back like this:
"I *know* this. It's just hard to put into practice."
So I wanted to take a closer look at Income Producing Activities for Direct Sellers, as I research your most burning questions for an upcoming free teleclass for my subscribers.
Many direct sellers don't even know what their income producing activities (IPA) really are. Simply defined, IPA are any activities that directly generate income for you.
Most consultants think of this as booking, selling and recruiting. Most consultants would be wrong.
Let's look more closely at each of these activities and see if they meet our simple definition.
Booking parties is time-consuming. Even at the show, we're dropping 3-10 booking seeds to get 3-4 shows added to our calendar. When we look at industry statistics, 20% of your shows will cancel or reschedule. But in reality, it's not the booking that generates the income. Any consultant who's failed to follow up with a hostess, or forgotten to mail the invitations, or didn't confirm the booking has invariably lost a show (or had a mostly unprofitable one). Therefore it's not the act of BOOKING the party that produces the income, but rather hostess coaching and follow up that produce the income.
Dozens of industry trainers will offer you host coaching programs. The best one I've ever seen - and use myself, is Deb Bixler's Create a Cash Flow Show - which virtually guarantees you'll have a $1,000 show every time you do a party. And yes, out of full disclosure, that's my affiliate link. It give me credit for referring you to her website. I only recommend products I use and love. Deb's is one of the best on the market in terms of content and delivery. Her no-nonsense, build it like a real business approach is in complete alignment with the way I run my business, and she's a trainer of integrity.
So booking is NOT an income producing activity, per se. Hostess Coaching is. And often, this is the area in which we suffer most.
Selling is quite obviously an IPA, since the result of selling is that you earn income. Whether you're doing custmer care follow-up, reorder calls, or the show itself, I think that IPA is fairly self-explanatory.
Recruiting can be an IPA, but you need to check your company rule book. In nearly all direct selling companies, no one is paid for recruiting someone, but rather, is paid when that recruit meets a performance goal - selling a certain amount, getting "qualified" or some other performance based measurement.
In fact, many companies have strict rules AGAINST compensating a person for adding recruits to their team to avoid being considered a "pyramid/ponzi scheme". Ponzi was notorious for paying people in the pyramid a portion of the recruiting fee and there was no real product to sell - which ultimately meant the pyramid would crumble when people stopped signing up. The DSA and the federal government have some pretty strict rules about this.
So recruiting in and of itself is not an income producing activity, rather the income is produced based on team performance. But how do you encourage consultants to perform? Coaching. Thus COACHING your team is the income producing activity.
So aside from the actual sales process, the bulk of your income is derived fom your coaching activities - either with your hostess or with your team.
But where are we told to spent the bulk of your time? Booking, Selling and Recruiting.
Don't get me wrong, these are important activities, but when it comes to the 80/20 rule, Booking and Recruiting (also known as prospecting) shouldn't take more than 20% of your business time (they likely take up 80% of your time now). The remaining 80% of your business time should be focused on actual Income Producing Activities: SELLING and COACHING your hostesss and teams.
Yet this is the very complaint I hear over and over again: I don't have the TIME. Thus the need to streamline, automate, delegate and eliminate activities that don't fall into the most productive parts of our business.
Freeing yourself to focus on IPA isn't an overnight task. It takes time, but is critical to the overall success of your business. Top Direct Sales Leaders don't try to do it all themselves. Neither should you. Begin today by looking at what you could delegate, or things you know you're not good at that you could have someone else handle for you.
Take time to develop the list. Eventually, put a plan in place to start delegating. You'll free up your time to focus on making more money, which will eventually turn into freeing up more time because you won't need to work so much!
==========
Want more help understanding IPA and how to apply it to your business? Use this form to Ask Lisa your questions for an upcoming free teleclass about Income Producing Activities for Direct Sellers. The only certified Direct Sales Marketing Coach in the WORLD, Lisa Robbin Young can help demystify the business side of running your direct sales business. Visit her free online community for direct sellers today.
"I *know* this. It's just hard to put into practice."
So I wanted to take a closer look at Income Producing Activities for Direct Sellers, as I research your most burning questions for an upcoming free teleclass for my subscribers.
Many direct sellers don't even know what their income producing activities (IPA) really are. Simply defined, IPA are any activities that directly generate income for you.
Most consultants think of this as booking, selling and recruiting. Most consultants would be wrong.
Let's look more closely at each of these activities and see if they meet our simple definition.
Booking parties is time-consuming. Even at the show, we're dropping 3-10 booking seeds to get 3-4 shows added to our calendar. When we look at industry statistics, 20% of your shows will cancel or reschedule. But in reality, it's not the booking that generates the income. Any consultant who's failed to follow up with a hostess, or forgotten to mail the invitations, or didn't confirm the booking has invariably lost a show (or had a mostly unprofitable one). Therefore it's not the act of BOOKING the party that produces the income, but rather hostess coaching and follow up that produce the income.
Dozens of industry trainers will offer you host coaching programs. The best one I've ever seen - and use myself, is Deb Bixler's Create a Cash Flow Show - which virtually guarantees you'll have a $1,000 show every time you do a party. And yes, out of full disclosure, that's my affiliate link. It give me credit for referring you to her website. I only recommend products I use and love. Deb's is one of the best on the market in terms of content and delivery. Her no-nonsense, build it like a real business approach is in complete alignment with the way I run my business, and she's a trainer of integrity.
So booking is NOT an income producing activity, per se. Hostess Coaching is. And often, this is the area in which we suffer most.
Selling is quite obviously an IPA, since the result of selling is that you earn income. Whether you're doing custmer care follow-up, reorder calls, or the show itself, I think that IPA is fairly self-explanatory.
Recruiting can be an IPA, but you need to check your company rule book. In nearly all direct selling companies, no one is paid for recruiting someone, but rather, is paid when that recruit meets a performance goal - selling a certain amount, getting "qualified" or some other performance based measurement.
In fact, many companies have strict rules AGAINST compensating a person for adding recruits to their team to avoid being considered a "pyramid/ponzi scheme". Ponzi was notorious for paying people in the pyramid a portion of the recruiting fee and there was no real product to sell - which ultimately meant the pyramid would crumble when people stopped signing up. The DSA and the federal government have some pretty strict rules about this.
So recruiting in and of itself is not an income producing activity, rather the income is produced based on team performance. But how do you encourage consultants to perform? Coaching. Thus COACHING your team is the income producing activity.
So aside from the actual sales process, the bulk of your income is derived fom your coaching activities - either with your hostess or with your team.
But where are we told to spent the bulk of your time? Booking, Selling and Recruiting.
Don't get me wrong, these are important activities, but when it comes to the 80/20 rule, Booking and Recruiting (also known as prospecting) shouldn't take more than 20% of your business time (they likely take up 80% of your time now). The remaining 80% of your business time should be focused on actual Income Producing Activities: SELLING and COACHING your hostesss and teams.
Yet this is the very complaint I hear over and over again: I don't have the TIME. Thus the need to streamline, automate, delegate and eliminate activities that don't fall into the most productive parts of our business.
Freeing yourself to focus on IPA isn't an overnight task. It takes time, but is critical to the overall success of your business. Top Direct Sales Leaders don't try to do it all themselves. Neither should you. Begin today by looking at what you could delegate, or things you know you're not good at that you could have someone else handle for you.
Take time to develop the list. Eventually, put a plan in place to start delegating. You'll free up your time to focus on making more money, which will eventually turn into freeing up more time because you won't need to work so much!
==========
Want more help understanding IPA and how to apply it to your business? Use this form to Ask Lisa your questions for an upcoming free teleclass about Income Producing Activities for Direct Sellers. The only certified Direct Sales Marketing Coach in the WORLD, Lisa Robbin Young can help demystify the business side of running your direct sales business. Visit her free online community for direct sellers today.
Another Sales Tip from Vilfredo Pareto
Vilfredo Pareto, that fabulous Italian Sconomist and educator I spoke of in a previous post, also made some astute observations about society beyond the 80/20 rule.
For example, he was one of the first to recognize that people assess and decide with their emotions (heart) and rationalize with their logic.
Which basically explains why we go after things we want (like a million dollar palace or a shiny new car) and ignore the things we need (like a clean home or 6 months' living expenses in our savings account).
Humans are in a constant state of assessment. We're constantly looking at what we want, versus what we truly need, and weighing the risks of putting off the need to have the want.
If we think the risk of losing the want outweighs the risk of putting off the need, we put off the need.
However, if we feel that it's too risky to give up the need, we forego the want instead.
Back in elementary school, my teacher talked about opportunity costs: the idea that every choice comes with a sacrifce - usually time, energy, or money - or a combination of all three.
In order to attain item A, we may have to give up on item B - or at least delay it a while.
Opportunity costs are all around us: when we choose to eat the frosty at Wendy's instead of ordering a salad. When we choose to buy the high end MP3 player to keep up with the Joneses, instead of buying the generic MP3 player and saving the difference for the college trust fund.
When we opt to call our hostess the day before the party instead of doing proper hostess coaching. When we don't do the upsell because we think we're "being pushy."
There are costs to every choice we make. Pareto just explained the human mechanism that allows us to make the determination.
So when you're talking with your prospects - whether you're booking, selling, or sharing the business opportunity with them, you need to uncover the wants AND the needs. Because some needs are greatr than others. They're non-negotiable. Other needs are mutable, transient and can meet oppsition when the want is stronger.
Then, simply show your prospect how your solution meets the want AND the need for best success. If you can't do both, always go for whichever is stronger - the want or the need.
It takes practice, but once you get familiar with understanding needs versus wants, you will quickly get a feel for how this works.
Some people call it "finding their pain", but whatever you call it, understand Pareto's discovery and put it to work for you.
People decide with their heart (emotions) and reationalize with their brain (logic). You are most persuasive when you can appeal to both.
For example, he was one of the first to recognize that people assess and decide with their emotions (heart) and rationalize with their logic.
Which basically explains why we go after things we want (like a million dollar palace or a shiny new car) and ignore the things we need (like a clean home or 6 months' living expenses in our savings account).
Humans are in a constant state of assessment. We're constantly looking at what we want, versus what we truly need, and weighing the risks of putting off the need to have the want.
If we think the risk of losing the want outweighs the risk of putting off the need, we put off the need.
However, if we feel that it's too risky to give up the need, we forego the want instead.
Back in elementary school, my teacher talked about opportunity costs: the idea that every choice comes with a sacrifce - usually time, energy, or money - or a combination of all three.
In order to attain item A, we may have to give up on item B - or at least delay it a while.
Opportunity costs are all around us: when we choose to eat the frosty at Wendy's instead of ordering a salad. When we choose to buy the high end MP3 player to keep up with the Joneses, instead of buying the generic MP3 player and saving the difference for the college trust fund.
When we opt to call our hostess the day before the party instead of doing proper hostess coaching. When we don't do the upsell because we think we're "being pushy."
There are costs to every choice we make. Pareto just explained the human mechanism that allows us to make the determination.
So when you're talking with your prospects - whether you're booking, selling, or sharing the business opportunity with them, you need to uncover the wants AND the needs. Because some needs are greatr than others. They're non-negotiable. Other needs are mutable, transient and can meet oppsition when the want is stronger.
Then, simply show your prospect how your solution meets the want AND the need for best success. If you can't do both, always go for whichever is stronger - the want or the need.
It takes practice, but once you get familiar with understanding needs versus wants, you will quickly get a feel for how this works.
Some people call it "finding their pain", but whatever you call it, understand Pareto's discovery and put it to work for you.
People decide with their heart (emotions) and reationalize with their brain (logic). You are most persuasive when you can appeal to both.
Direct Sales Reps Need a Blog
Blogs are a critical component to your online marketing strategy.
Many direct sellers, however are reluctant to get started for a variety of reasons:
* Lack of technical savvy
Direct Sales in general has been slow to embrace technology of any kind, and many long-term consultants are still faxin or calling in orders to their home office. The idea of having complete control over webspace can feel intimidating to someone who may only use their computer for checking email - or may not even OWN a computer at all.
* Lack of confidence
In a sea of home-party presenters, you might be surprised to know how many don't have the confidence to speak in public, and worse yet, don't believe they have the skillset to manage a blog of their own.
* Lack of funds
Many consultants believe that setting up a website or a blog can be costly and even more expensive for ongoing maintenance.
* Lack of time
Direct Sellers are notorous for spinning many platesand keeping many balls in the air. I frequently hear the "I don't have time for that" excuse.
In reality, there are simple, easy solutions to all of these issues. Blogs, like this one, are free to set up, use templates, and are quick to get up and runnig - often in less than 10-15 minutes. In fact, at my upcoming Home Party Solution LIVE Workshop, we'll be holding a race to see who can set up a blog the fastest. The point-and-click techology of Blogger and Wordpress make setting everything up a breeze.
The more important concern is one of content. "I'm not sure what to write about!" I often hear direct sales consultants exclaim.
This isn't a challenge either. Here are four tips to make blog posting a snap:
1. Write about who you are. This does not mean to post incessantly about how you're a consultant with XYZ company. What we DO is not the same as who we ARE. Maybe you're a mom, or a dog-lover, or a baseball fanatic, or a lipstick fiend. Find an uplifting passion - something that brings you joy, and you're sure to build a following of people that also share that joy, that passion, that resonate with you and want to hear more from you regularly.
2. Write about topics related to your product line. This can be a product review, but more importantly, it should reflect an area of expertise that's related to your product line. For example, one of my blogs is about skin care, and while I rarely post directly about my skin care company, I often post articles related to skin care. This is a topic we will cover in greater depth at my live workshop. In fact, we'll actually HELP YOU determine your area of expertise and get your first posts written at the event.
3. Get someone else to write for you. There are tons of online writers willing to share their content with you at no charge. This is content you can freely post on your blog or anywhere else online for that matter. By sharing guest content, you build even more credibility in the eyes of your customers, which can only help your business in the long run. Home Party Solution lists many reliable sources for free content to share on your blog or even in your newsletters!
4. Let someone else pick the topic. From reader surveys to paid endorsements for your blog posts, there are ways to post content related to what other people WANT to have you post. In fact, monetizing your blog is a great way to make it pay you for the time you spend posting.
In all, there are tons of ways to make building your online presence quick and painless. Fear is quite possibly the only thing holding you back at this point. As a Direct Seller, it is imperative that you take advantage of every possible marketing opportunity - including online tools like blogs. With over 15 million consultants in the US alone, online marketing is fast becoming the tool that distinuishes the leaders from the rest of the pack.
Blogs, like Social Media, are only ONE piece of the online marketing puzzle. You need a comprehensive marketing strategy that includes these elements to effectively dominate your marketplace. Blogs, are quick and easy, and no direct seller should be without one.
==========
Have more questions about marketing yourself online? Blogging is just one piece of the online marketing puzzle. Without an online marketing strategy (social media, etc), you may find yourself pulling your hair out and calling it quits before any real progress is made. Lisa Robbin Young is the only Certified Direct Sales Marketing Coach in the WORLD, and can take the guesswork out of using the Internet to promote your direct sales business. Visit the free online community for direct sellers today at http://www.homepartysolution.com
Many direct sellers, however are reluctant to get started for a variety of reasons:
* Lack of technical savvy
Direct Sales in general has been slow to embrace technology of any kind, and many long-term consultants are still faxin or calling in orders to their home office. The idea of having complete control over webspace can feel intimidating to someone who may only use their computer for checking email - or may not even OWN a computer at all.
* Lack of confidence
In a sea of home-party presenters, you might be surprised to know how many don't have the confidence to speak in public, and worse yet, don't believe they have the skillset to manage a blog of their own.
* Lack of funds
Many consultants believe that setting up a website or a blog can be costly and even more expensive for ongoing maintenance.
* Lack of time
Direct Sellers are notorous for spinning many platesand keeping many balls in the air. I frequently hear the "I don't have time for that" excuse.
In reality, there are simple, easy solutions to all of these issues. Blogs, like this one, are free to set up, use templates, and are quick to get up and runnig - often in less than 10-15 minutes. In fact, at my upcoming Home Party Solution LIVE Workshop, we'll be holding a race to see who can set up a blog the fastest. The point-and-click techology of Blogger and Wordpress make setting everything up a breeze.
The more important concern is one of content. "I'm not sure what to write about!" I often hear direct sales consultants exclaim.
This isn't a challenge either. Here are four tips to make blog posting a snap:
1. Write about who you are. This does not mean to post incessantly about how you're a consultant with XYZ company. What we DO is not the same as who we ARE. Maybe you're a mom, or a dog-lover, or a baseball fanatic, or a lipstick fiend. Find an uplifting passion - something that brings you joy, and you're sure to build a following of people that also share that joy, that passion, that resonate with you and want to hear more from you regularly.
2. Write about topics related to your product line. This can be a product review, but more importantly, it should reflect an area of expertise that's related to your product line. For example, one of my blogs is about skin care, and while I rarely post directly about my skin care company, I often post articles related to skin care. This is a topic we will cover in greater depth at my live workshop. In fact, we'll actually HELP YOU determine your area of expertise and get your first posts written at the event.
3. Get someone else to write for you. There are tons of online writers willing to share their content with you at no charge. This is content you can freely post on your blog or anywhere else online for that matter. By sharing guest content, you build even more credibility in the eyes of your customers, which can only help your business in the long run. Home Party Solution lists many reliable sources for free content to share on your blog or even in your newsletters!
4. Let someone else pick the topic. From reader surveys to paid endorsements for your blog posts, there are ways to post content related to what other people WANT to have you post. In fact, monetizing your blog is a great way to make it pay you for the time you spend posting.
In all, there are tons of ways to make building your online presence quick and painless. Fear is quite possibly the only thing holding you back at this point. As a Direct Seller, it is imperative that you take advantage of every possible marketing opportunity - including online tools like blogs. With over 15 million consultants in the US alone, online marketing is fast becoming the tool that distinuishes the leaders from the rest of the pack.
Blogs, like Social Media, are only ONE piece of the online marketing puzzle. You need a comprehensive marketing strategy that includes these elements to effectively dominate your marketplace. Blogs, are quick and easy, and no direct seller should be without one.
==========
Have more questions about marketing yourself online? Blogging is just one piece of the online marketing puzzle. Without an online marketing strategy (social media, etc), you may find yourself pulling your hair out and calling it quits before any real progress is made. Lisa Robbin Young is the only Certified Direct Sales Marketing Coach in the WORLD, and can take the guesswork out of using the Internet to promote your direct sales business. Visit the free online community for direct sellers today at http://www.homepartysolution.com
The Standing Ovation That ALMOST Never Shoulda Happened
I'm big into motivation and self-improvement. Anyone who knows me knows that kaizen - the Japanese word for continuous, incremental improvement - is something I employ fully in my life.
I'm always looking for ways to make my life better. I like to think I also try to find ways to make the lives of people around me better, too.
But sometimes life just sucks. Not for very long - but hey! Everyone has "those days" or "those moments" in their life.
I think I was having some of those moments this week.
And today, thanks to several someones that NEVER met me before, I have this incredible story to share.
Tom Ziglar, yeah, the son of internationally acclaimed speaker Zig Ziglar is on twitter (@tomziglar).
When I saw that Zig was coming to town, I tried to finagle a personal meet & greet through Tom on twitter. He was gracious, and said that it wasn't possible for a meet & greet, but how would I like 4 free VIP tickets to the event?
Um, well, only if you twist my arm a bit.
So the tickets arrived. I took my 12 year old son, and a couple that have been family friends for years - they really wanted to see Dr. Robert Schuller and Zig share their wit and wisdom, so I was able to invite them along on the good graces of a guy who's never met me before.
It was truly an event not to be missed. From a marketing perspective there was MUCH to learn about how to make a nearly free event pay for itself a thousand times over - even after giving away a flat screen TV, a Disney Vacation (which my son nearly won in an on-stage dance-off) and $10,000 cash.
But not in this article. This article is about what happened when an arena of nearly 5,000 people became MY personal fan club for a whole 30 seconds.
Sometime after lunch, one of the speakers, Bob, pulls out a $5 bill and says to one end of the arena, "This $5 bill is on sale for $1 for the next 10 seconds."
Before he can finish the countdown, the guy that won the Disney trip whips out a $1 bill ans swaps him for the $5, much to my kid's chagrin.
He then turns to face another side of the "in-the-round" arena and pull sout a $20 bill. This time, it's on sale for $10, but only for 10 seconds.
I think it was snapped up in 4.
He then turns to our side of the arena, and pulls out a crisp $100 bill. He says, "I know what you're thinking... and I'm not stupid!" He then pockets the $100 bill and proceeds to share his motivational story.
And as we're approaching the middle of his talk he says "who here really needs to be cheered up today?" And, Godly enough (as my friend would say), he picks my hand out of a crowd of people all within spitting distance of the stage. Yes, Tom, we had GREAT seats, to boot.
So he calls me up on the stage. And he invites the entire arena of some nearly 5,000 people to get up on their feet and give me a standing O. "The kind of loud, thunderous applause that makes people outside wonder 'who's the famous person in there they're clapping for?"
And he counted to three.
And what happened next was truly breathtaking.
I froze for about 7 seconds. All I could do was count in my head. Slowly I'm turning, seeing all these people - my kid, my friends, and THUSANDS of other people that don't know me from Joe, on their feet, yelling, screaming, stamping, hooting, hollering, and cheering for me.
Yeah, I started crying. But only a little.
It was a copletely unexpected, very NEEDED moment in my life. One of those defining moments when you know, you're going to look back and say "this changed me, shaped me, made me who I am today."
I was having a poopy week. And yes, it was only Tuesday.
But I try not to compain much, keep my chin up, and keep doin the work I believe God put me here to do. And I do my best to be consistent, because the only alternative is to be less than who I am. I'm not perfect, and don't pretend to be.
But in that moment, when thousands of people were screaming my name, cheering for me, and making me feel like a million bucks, two things happened.
I'll tell you about the other in a minute, but the first thing that happened, was the thought that everyone should be able to feel like this at least once in their life. The fear, the gratitude and the overwhelming sense of being loved, accepted and appreciated for who I was - warts and all - by a room of nearly complete and total strangers was one of the most transformative experiences I could ever have. I'll probably be sharng this story with the great grandkids in my days of senility and "old timer's" when I keep recounting the same stories over and over.
And I wish I could have given every one a small piece of the feeling I'm still carrying with me right now.
But then, Bob came back up on the stage. He put his arm around me, reached into his pocket and pulled out that $100 bill, handed it to me and told me thank-you.
Thanked me for taking his money? Um, sure, no problem, just doing my job, sir!
I cried a little more, gave him a huge hug, which I think knocked his lapel mic, and I went back to my seat, amid continued applause and the people in my section giving me kudos. Yeah, the money was a nice surprise, but I would have gladly given it back to him for another 30 seconds of applause like that.
And as the afternoon continued - and on our way back to the car, people were calling out to me, offering hugs, asking me if I would buy dinner, and just generally acknowledging me. Not because I'm a business coach, or a singer, or a speaker or anything out of the ordinary. But because I was me - and grateful.
Now I could stop there, and it would be a pretty good story - might even jerk a few tears out of you like it does me writing it.
But what you don't know, is that for nearly 30 years, it has been one of the top 10 line items on my bucket list - before there was such a name - to appear in an arena of thousands and recieve a standing ovation from the entire crowd.
So some guy I never met that never really knew me (Tom) gave me a gift that may have seemed insignificant to him as part of his father's legacy to help people get what they want. And as the ripples went out, some other guy I've never met before not only gave me $100 cash, but helped me achieve one of my life-long ambitions -right in front of my kid - not because he wanted a story to tell - I'm sure he does this at EVERY one of thse seminars - but because he wanted to genuinely help someone.
And in return, I got one of the greatest blessings of all. I benefitted from the huge generosity of others. And it didn't cost me a dime - nor did it cost anyone in that crowd any more than it would if they'd just stayed seated.
But if I had listened to my kid, who was whining about listening to "old folks" for three more hours, and gone home early, all the blessings would have been lost - at least for me and mine.
Someone else might have been fortunate enough to appreciate that applause and take that $100 bill home with them, and the blessings might have been theirs.
But I try not to compain much, keep my chin up, and keep doing the work I believe God put me here to do. And I do my best to be consistent, because the only alternative is to be less than who I am. I'm not perfect, and don't pretend to be.
So we stayed the course, received the blessing, and can now pass it on to others.
And of course, my son wants to be blessed with a new pair of shoes.
And just now as I sit writing this, I wonder if this is what Jesus might have felt feeding the multitude. I'm not trying to get preachy here, but it dawns on me now that the Bible says something about 5000 not including the women and children that were fed that day. I hardly think of myself in any God-like fashion. I do wonder, though if that is why Jesus was so compelled to serve us. When a throng of people embraces you as I was embraced today - as a total and complete stranger - you develop a compassion that extends to each and every one of them. You must be defective if you walk away without being changed and wanting to do for those that embraced you.
Doing good and being good doesn't require perfection, just consistency. In business and life you need to develop a compassion for your audience that is genuine. Helping others not just because it's good PR, but because it's the right thing to do.
THAT'S when the REAL blessings come.
I'm still thinking about those shoes...
I'm always looking for ways to make my life better. I like to think I also try to find ways to make the lives of people around me better, too.
But sometimes life just sucks. Not for very long - but hey! Everyone has "those days" or "those moments" in their life.
I think I was having some of those moments this week.
And today, thanks to several someones that NEVER met me before, I have this incredible story to share.
Tom Ziglar, yeah, the son of internationally acclaimed speaker Zig Ziglar is on twitter (@tomziglar).
When I saw that Zig was coming to town, I tried to finagle a personal meet & greet through Tom on twitter. He was gracious, and said that it wasn't possible for a meet & greet, but how would I like 4 free VIP tickets to the event?
Um, well, only if you twist my arm a bit.
So the tickets arrived. I took my 12 year old son, and a couple that have been family friends for years - they really wanted to see Dr. Robert Schuller and Zig share their wit and wisdom, so I was able to invite them along on the good graces of a guy who's never met me before.
It was truly an event not to be missed. From a marketing perspective there was MUCH to learn about how to make a nearly free event pay for itself a thousand times over - even after giving away a flat screen TV, a Disney Vacation (which my son nearly won in an on-stage dance-off) and $10,000 cash.
But not in this article. This article is about what happened when an arena of nearly 5,000 people became MY personal fan club for a whole 30 seconds.
Sometime after lunch, one of the speakers, Bob, pulls out a $5 bill and says to one end of the arena, "This $5 bill is on sale for $1 for the next 10 seconds."
Before he can finish the countdown, the guy that won the Disney trip whips out a $1 bill ans swaps him for the $5, much to my kid's chagrin.
He then turns to face another side of the "in-the-round" arena and pull sout a $20 bill. This time, it's on sale for $10, but only for 10 seconds.
I think it was snapped up in 4.
He then turns to our side of the arena, and pulls out a crisp $100 bill. He says, "I know what you're thinking... and I'm not stupid!" He then pockets the $100 bill and proceeds to share his motivational story.
And as we're approaching the middle of his talk he says "who here really needs to be cheered up today?" And, Godly enough (as my friend would say), he picks my hand out of a crowd of people all within spitting distance of the stage. Yes, Tom, we had GREAT seats, to boot.
So he calls me up on the stage. And he invites the entire arena of some nearly 5,000 people to get up on their feet and give me a standing O. "The kind of loud, thunderous applause that makes people outside wonder 'who's the famous person in there they're clapping for?"
And he counted to three.
And what happened next was truly breathtaking.
I froze for about 7 seconds. All I could do was count in my head. Slowly I'm turning, seeing all these people - my kid, my friends, and THUSANDS of other people that don't know me from Joe, on their feet, yelling, screaming, stamping, hooting, hollering, and cheering for me.
Yeah, I started crying. But only a little.
It was a copletely unexpected, very NEEDED moment in my life. One of those defining moments when you know, you're going to look back and say "this changed me, shaped me, made me who I am today."
I was having a poopy week. And yes, it was only Tuesday.
But I try not to compain much, keep my chin up, and keep doin the work I believe God put me here to do. And I do my best to be consistent, because the only alternative is to be less than who I am. I'm not perfect, and don't pretend to be.
But in that moment, when thousands of people were screaming my name, cheering for me, and making me feel like a million bucks, two things happened.
I'll tell you about the other in a minute, but the first thing that happened, was the thought that everyone should be able to feel like this at least once in their life. The fear, the gratitude and the overwhelming sense of being loved, accepted and appreciated for who I was - warts and all - by a room of nearly complete and total strangers was one of the most transformative experiences I could ever have. I'll probably be sharng this story with the great grandkids in my days of senility and "old timer's" when I keep recounting the same stories over and over.
And I wish I could have given every one a small piece of the feeling I'm still carrying with me right now.
But then, Bob came back up on the stage. He put his arm around me, reached into his pocket and pulled out that $100 bill, handed it to me and told me thank-you.
Thanked me for taking his money? Um, sure, no problem, just doing my job, sir!
I cried a little more, gave him a huge hug, which I think knocked his lapel mic, and I went back to my seat, amid continued applause and the people in my section giving me kudos. Yeah, the money was a nice surprise, but I would have gladly given it back to him for another 30 seconds of applause like that.
And as the afternoon continued - and on our way back to the car, people were calling out to me, offering hugs, asking me if I would buy dinner, and just generally acknowledging me. Not because I'm a business coach, or a singer, or a speaker or anything out of the ordinary. But because I was me - and grateful.
Now I could stop there, and it would be a pretty good story - might even jerk a few tears out of you like it does me writing it.
But what you don't know, is that for nearly 30 years, it has been one of the top 10 line items on my bucket list - before there was such a name - to appear in an arena of thousands and recieve a standing ovation from the entire crowd.
So some guy I never met that never really knew me (Tom) gave me a gift that may have seemed insignificant to him as part of his father's legacy to help people get what they want. And as the ripples went out, some other guy I've never met before not only gave me $100 cash, but helped me achieve one of my life-long ambitions -right in front of my kid - not because he wanted a story to tell - I'm sure he does this at EVERY one of thse seminars - but because he wanted to genuinely help someone.
And in return, I got one of the greatest blessings of all. I benefitted from the huge generosity of others. And it didn't cost me a dime - nor did it cost anyone in that crowd any more than it would if they'd just stayed seated.
But if I had listened to my kid, who was whining about listening to "old folks" for three more hours, and gone home early, all the blessings would have been lost - at least for me and mine.
Someone else might have been fortunate enough to appreciate that applause and take that $100 bill home with them, and the blessings might have been theirs.
But I try not to compain much, keep my chin up, and keep doing the work I believe God put me here to do. And I do my best to be consistent, because the only alternative is to be less than who I am. I'm not perfect, and don't pretend to be.
So we stayed the course, received the blessing, and can now pass it on to others.
And of course, my son wants to be blessed with a new pair of shoes.
And just now as I sit writing this, I wonder if this is what Jesus might have felt feeding the multitude. I'm not trying to get preachy here, but it dawns on me now that the Bible says something about 5000 not including the women and children that were fed that day. I hardly think of myself in any God-like fashion. I do wonder, though if that is why Jesus was so compelled to serve us. When a throng of people embraces you as I was embraced today - as a total and complete stranger - you develop a compassion that extends to each and every one of them. You must be defective if you walk away without being changed and wanting to do for those that embraced you.
Doing good and being good doesn't require perfection, just consistency. In business and life you need to develop a compassion for your audience that is genuine. Helping others not just because it's good PR, but because it's the right thing to do.
THAT'S when the REAL blessings come.
I'm still thinking about those shoes...
Streamline Your Business - Italian Style!
When I think of Italy, images of canals, the Sistine Chapel, and the Leaning Tower of Pisa come to mind.
I certainly don't think of scruffy Italian men from centuries ago.
And yet, there are two Italian men who have a hand in helping you streamline your business and increase your profitability at the same time.
Say hello to Fibonacci (fib-oh-NAH-chee) and Pareto (pah-RAY-toh). One is an Italian mathematician of the 1200's, the other, an Italian Economist and educator of the early 1900's.
As boring as it may sound, these two guys can give you a clear head when it comes to balancing your work for maximum effectiveness.
Fibonacci was actually born in Pisa. He devised the Fibonacci sequence: a series of numbers in mathematical relationship, that ultimately led to the discovery of The Golden Ratio (not to be confused with the Golden Rule). Simply put, the Golden Ratio is a nearly perfect proportion that exists in nature: roughly a 60/40 ratio.
Pareto, is more likely to be recognized as the man who developed what became "Pareto's Law", more commonly known as "The 80/20 Rule". Pareto noticed a naturlawhat he called the “vital few”, the top 20 percent, and the “trivial many”, the bottom 80 percent.
Essentially, the 80/20 Rule states that 80% of your results will come from 20% of the effort and 20% of your clients will produce 80% of your income.
In fact, it is reputed that Jack Welch, former CEO of General Electric, used this very rule when deciding who to fire - the lowest performing 20% were the first to be let go.
You've probably heard a lot more about Pareto's Law than you have the Golden Ratio. But it's the Golden Ratio that puts the oomph in Pareto's Law.
In my coaching, I drive my clients to focus on their income producing activities. Often, they have no idea what those activities are. Knowing what to focus on is a topic for another article. This article shows you how it all works.
The Golden Ratio suggests that there is a 60/40 split we must maintain in our business. It happens naturally. 60 percent of our time should be focused on income producing activities (which includes marketing), while the other 40% of our time should be used to manage the other areas of our business. In a 10 hour work day, 6 hours should focus on marketing and the actual EARNING of income, while 4 hours may be split up amongst other business activites.
So how does the 80/20 rule fit in? Simple. The 80/20 rule is where we focus the TOP 20% of our time. This is where the activities that produce the greatest amount of income should be. In that same 10 hour work day, 2 of those 6 hours should be focused on our most lucrative income producing activities.
But what should you do with all that time?
Tips From the Experts:
International speaker and best selling author, Brian Tracy, says "before you begin work, always ask yourself, 'Is this task in the top 20 percent of my activities or in the bottom 80 percent?' The hardest part of any important task is getting started on it in the first place. Once you actually begin work on a valuable task, you will be naturally motivated to continue."
Don Mastrangelo, author of "Ready, Set, Sell!" suggests investing 80% of your productive time over the next three months doing some type of prospecting for new business. Don says "If you do, you’ll find that from there forward you will never need to invest more than 20% of your time prospecting to keep your momentum going.
Let go of distraction and forget about multitasking. Tim Ferris, author of the 4-Hour Work Week, cites multitasking as a big reason for inefficiency while working. The time it takes to re-focus on a project when multitasking can actually make the project take longer - sometimes substantially longer. If at all possible, focus on one thing at a time. Use a timer if you must, but stay focused.
Keep these ratios in mind the next time you're planning your workload, and seeking to find balance in your business.
And the next time you visit Pisa, remember Fibonacci and Pareto.
==========
Have more questions about income producing activities in your direct sales business? Submit your questions here for an upcoming teleclass where I'll answer the most popular questions.
I certainly don't think of scruffy Italian men from centuries ago.
And yet, there are two Italian men who have a hand in helping you streamline your business and increase your profitability at the same time.
Say hello to Fibonacci (fib-oh-NAH-chee) and Pareto (pah-RAY-toh). One is an Italian mathematician of the 1200's, the other, an Italian Economist and educator of the early 1900's.
As boring as it may sound, these two guys can give you a clear head when it comes to balancing your work for maximum effectiveness.
Fibonacci was actually born in Pisa. He devised the Fibonacci sequence: a series of numbers in mathematical relationship, that ultimately led to the discovery of The Golden Ratio (not to be confused with the Golden Rule). Simply put, the Golden Ratio is a nearly perfect proportion that exists in nature: roughly a 60/40 ratio.
Pareto, is more likely to be recognized as the man who developed what became "Pareto's Law", more commonly known as "The 80/20 Rule". Pareto noticed a naturlawhat he called the “vital few”, the top 20 percent, and the “trivial many”, the bottom 80 percent.
Essentially, the 80/20 Rule states that 80% of your results will come from 20% of the effort and 20% of your clients will produce 80% of your income.
In fact, it is reputed that Jack Welch, former CEO of General Electric, used this very rule when deciding who to fire - the lowest performing 20% were the first to be let go.
You've probably heard a lot more about Pareto's Law than you have the Golden Ratio. But it's the Golden Ratio that puts the oomph in Pareto's Law.
In my coaching, I drive my clients to focus on their income producing activities. Often, they have no idea what those activities are. Knowing what to focus on is a topic for another article. This article shows you how it all works.
The Golden Ratio suggests that there is a 60/40 split we must maintain in our business. It happens naturally. 60 percent of our time should be focused on income producing activities (which includes marketing), while the other 40% of our time should be used to manage the other areas of our business. In a 10 hour work day, 6 hours should focus on marketing and the actual EARNING of income, while 4 hours may be split up amongst other business activites.
So how does the 80/20 rule fit in? Simple. The 80/20 rule is where we focus the TOP 20% of our time. This is where the activities that produce the greatest amount of income should be. In that same 10 hour work day, 2 of those 6 hours should be focused on our most lucrative income producing activities.
But what should you do with all that time?
Tips From the Experts:
International speaker and best selling author, Brian Tracy, says "before you begin work, always ask yourself, 'Is this task in the top 20 percent of my activities or in the bottom 80 percent?' The hardest part of any important task is getting started on it in the first place. Once you actually begin work on a valuable task, you will be naturally motivated to continue."
Don Mastrangelo, author of "Ready, Set, Sell!" suggests investing 80% of your productive time over the next three months doing some type of prospecting for new business. Don says "If you do, you’ll find that from there forward you will never need to invest more than 20% of your time prospecting to keep your momentum going.
Let go of distraction and forget about multitasking. Tim Ferris, author of the 4-Hour Work Week, cites multitasking as a big reason for inefficiency while working. The time it takes to re-focus on a project when multitasking can actually make the project take longer - sometimes substantially longer. If at all possible, focus on one thing at a time. Use a timer if you must, but stay focused.
Keep these ratios in mind the next time you're planning your workload, and seeking to find balance in your business.
And the next time you visit Pisa, remember Fibonacci and Pareto.
==========
Have more questions about income producing activities in your direct sales business? Submit your questions here for an upcoming teleclass where I'll answer the most popular questions.
KickStart America - Starting in Flint, MI!
I want to be one of 100 people to make a real difference in the US.
Those of you that know me, realize that my passion has been to help direct sellers achieve greater success using the power of the Internet. Well today, Dave Lakhani, author of "How to Sell When Nobody's Buying", pointed me to his new challenge.
KickStart America, is birthing as we speak. Dave wants 100 supporters to help make this event a reality. Dave's vision is to help out the most devastated communities in the U.S. by bringing training and education - as well as entrepreneurial resources - to "Kick Start America".
And I believe my own hometown is one of those most devastated.
Flint, MI has been RAVAGED by the mass exodus of General Motors, Delphi, et al. We've been an automotive town from thevery beginning of autos! Now, our community is filled with homeless people, yet we've got hundreds of homes sitting vacant and ROTTING away due to absentee landlords and uninhabitable conditions. Yes, we even have people campng out in these abandoned buildings for shelter. Who needs a tent city when you can just crawl into an abandoned house?
There are still bright spots on Flint's horizon, though. We have one of the most active and vibrant cultural communities in the nation. Our cultural center, with art gallery, library,orchestra, music school, theaters, etc. ranks in the top 10% in the US. We have some amazing parks - designed by the same guy that designed Central Park in NYC.
There are so many GOOD things about Flint, which is one of the reasons I came back, and keep cajoling my husband into staying here.
But the community did what many communities have done - we put all our eggs in the basket of one major employer - and have been reeling frmo the aftershocks ever since "Roger & Me" put Flint in the national limelight.
So I want to make a difference. This is a huge step for me - esecially since I only found out about it less than a half an hour ago.
I'm making a plea to all my peeps, clients, acquaintances, family, etc. I want Flint to be a stand out community for all the right reasons again. To get Dave here, we need to raise some funds.
You can watch Dave's video here and share his message with the world.
I already emailed him and told him I was in. The rest is up to you.
I'm volunteering to be one of the 100 people he needs to make this event a success, but I need your financial help and your stories to make this happen.
this is an unusual post for my blog,but one I felt compelled to do almost instantly because I know how desparately my community needs something like this. Flint most definitely needs a KickStart.
Any contribution will be an amazing help to the cause. We've already started securing contributions - and I've only been on the phone for about 10 minutes. Can we count on YOUR support?
Call me, shoot me an email, send me a message on facebook or twitter. Together, we can help Kick Start America in a BIG way. THANKS IN ADVANCE FOR YOUR SUPPORT!
Those of you that know me, realize that my passion has been to help direct sellers achieve greater success using the power of the Internet. Well today, Dave Lakhani, author of "How to Sell When Nobody's Buying", pointed me to his new challenge.
KickStart America, is birthing as we speak. Dave wants 100 supporters to help make this event a reality. Dave's vision is to help out the most devastated communities in the U.S. by bringing training and education - as well as entrepreneurial resources - to "Kick Start America".
And I believe my own hometown is one of those most devastated.
Flint, MI has been RAVAGED by the mass exodus of General Motors, Delphi, et al. We've been an automotive town from thevery beginning of autos! Now, our community is filled with homeless people, yet we've got hundreds of homes sitting vacant and ROTTING away due to absentee landlords and uninhabitable conditions. Yes, we even have people campng out in these abandoned buildings for shelter. Who needs a tent city when you can just crawl into an abandoned house?
There are still bright spots on Flint's horizon, though. We have one of the most active and vibrant cultural communities in the nation. Our cultural center, with art gallery, library,orchestra, music school, theaters, etc. ranks in the top 10% in the US. We have some amazing parks - designed by the same guy that designed Central Park in NYC.
There are so many GOOD things about Flint, which is one of the reasons I came back, and keep cajoling my husband into staying here.
But the community did what many communities have done - we put all our eggs in the basket of one major employer - and have been reeling frmo the aftershocks ever since "Roger & Me" put Flint in the national limelight.
So I want to make a difference. This is a huge step for me - esecially since I only found out about it less than a half an hour ago.
I'm making a plea to all my peeps, clients, acquaintances, family, etc. I want Flint to be a stand out community for all the right reasons again. To get Dave here, we need to raise some funds.
You can watch Dave's video here and share his message with the world.
I already emailed him and told him I was in. The rest is up to you.
I'm volunteering to be one of the 100 people he needs to make this event a success, but I need your financial help and your stories to make this happen.
this is an unusual post for my blog,but one I felt compelled to do almost instantly because I know how desparately my community needs something like this. Flint most definitely needs a KickStart.
Any contribution will be an amazing help to the cause. We've already started securing contributions - and I've only been on the phone for about 10 minutes. Can we count on YOUR support?
Call me, shoot me an email, send me a message on facebook or twitter. Together, we can help Kick Start America in a BIG way. THANKS IN ADVANCE FOR YOUR SUPPORT!
Direct Sales & Google: A Primer
Recently, I got a couple of emails asking about getting more visibility in google - including higher search engine rankings. While the whole of SEO is beyond the scope of this article, there ARE two easy ways to get yourself "noticed" by Google. One is fast, and wll get you to page one on Google within a day or two, the other may take more time.
The fastest and easiest way is to set up your google profile. Google allows you to great a profile page that shares a bit of who you are -including links to any of your websites.
This is a super smart tool for the direct seller who wants to drive traffic to a personal website (NOT your company site, unless that's permissible by your company). Simply add the URL's for any sites about you - including your facebook and twitter profile page. Add a recent photo, and you've got a great way to appear on the first page of Google any time someone Googles your name. Plus, with a VERY high page rank, Google profiles will lend credibility to your site, and increase your exposure.
Google also allows you to add your own URL to Google's database manually. This can take a lot longer for Google to index, because it prefers to find naturally linked sites, but I always recommend adding your site just to be on the safe side. Google never guarntees that a site will be included, and you need to make sure that you don't violate any company policies that your direct sales company may have regarding submitting their name to search engines.
I always recommend submitting your own sites - not those of your company - just to keep your nose clean. Plus, as I always say, YOU are the most important product your company has to offer, so promote yourself first!
==========
Have more questions about marketing yourself online? Google is just one piece of the online marketing puzzle. Without an online marketing strategy (social media, etc), you may find yourself pulling your hair out and calling it quits before any real progress is made. Lisa Robbin Young is the only Certified Direct Sales Marketing Coach in the WORLD, and can take the guesswork out of using the Internet to promote your direct sales business. Visit the free online community for direct sellers today at http://www.homepartysolution.com
The fastest and easiest way is to set up your google profile. Google allows you to great a profile page that shares a bit of who you are -including links to any of your websites.
This is a super smart tool for the direct seller who wants to drive traffic to a personal website (NOT your company site, unless that's permissible by your company). Simply add the URL's for any sites about you - including your facebook and twitter profile page. Add a recent photo, and you've got a great way to appear on the first page of Google any time someone Googles your name. Plus, with a VERY high page rank, Google profiles will lend credibility to your site, and increase your exposure.
Google also allows you to add your own URL to Google's database manually. This can take a lot longer for Google to index, because it prefers to find naturally linked sites, but I always recommend adding your site just to be on the safe side. Google never guarntees that a site will be included, and you need to make sure that you don't violate any company policies that your direct sales company may have regarding submitting their name to search engines.
I always recommend submitting your own sites - not those of your company - just to keep your nose clean. Plus, as I always say, YOU are the most important product your company has to offer, so promote yourself first!
==========
Have more questions about marketing yourself online? Google is just one piece of the online marketing puzzle. Without an online marketing strategy (social media, etc), you may find yourself pulling your hair out and calling it quits before any real progress is made. Lisa Robbin Young is the only Certified Direct Sales Marketing Coach in the WORLD, and can take the guesswork out of using the Internet to promote your direct sales business. Visit the free online community for direct sellers today at http://www.homepartysolution.com
Twitter Mass Suspensions & Direct Sales Implications
In a recent post by Jennifer Fong about Social Media Automation the case was made that automation negates the relationship building experience. This is one time when Jen and I disagree.
Jen's article highlights the recent mass suspension of thousands of twitter accounts - including some of the very big name twitter users (like @marismith). The claim was that a spam cloud struck twitter (a spam attack on the servers), and twitter took swift, albeit overzealous action to quell the onslaught. users were quick to point to automation tools and sites like TweetLater as the source of the problem. TweetLater was quick to deny any wrongdoing.
Whatever the case, it appears that Twitter set up a few security screens that these suspended users found themselves trapped in. Perhaps the most likely culprit (and we may never know for sure) is the dreaded "autofollow". This automation tool allows you to automatically follow back anyone that is following you. Designed as a time saver for people that were collecting and manually approving hundreds of new followers each day, autofollow has essentially degenerated into a weapon of mass destruction for twitter spammers.
I firmly believe that autofollow should be banned - likewise autoDM (automatically sending private messages when a person starts following you). I've said before this is the equivalent of leaving voicemails - or worse - the pre-recorded messages that telemarketers play when they call YOU! Argh!
Can you tell it drives me nuts?
That said, I think there are plenty of times when it is completely acceptable to use an automated method of posting to your twitter account - most of which have to do with extended absences from the computer:
Your followers aren't all in the same time zone. If you have followers all over the globe, and you're only online from 1-2 in the afternoon, it's harder to connect with them. A scheduled tweet gives you the ability to appear in their tweetstream and stay "top of mind" when they are more likely to be on twitter.
You've got an event coming up. Daily reminders of upcoming events are totally appropriate. Scheduled tweets allow you to broadcast a quick reminder at a designated time of day, so that you don't have to be sittin right in front of your computer when you should be getting ready for your event. When I am prepping for a teleclass (for example), I will post 3-4 tweets in the 2 hours before the call to build excitement, generate interest and get those last minute sign ups.
You're creating a series of helpful tips. When I launched #dstips a couple of months ago, I scheduled each tip to go out once per day. Over the course of a moth I was able to provide valueable strategies and ideas that were re-tweeted across not only twitter, but facebook as well. I simply don't have time to sit down every single day to do that kind of thing. The result? ot only did I get more followers, but I created a movement of direct sales trainers on twitter sharing ideas on a regular basis. #dstips now has daily posts from about a dozen different trainers and thought leaders in the direct sales industry.
I'm a big fan of batching my time, and it makes more sense for me to do all of those posts at one time, scheduling them to go out over a period of months, than it does to disrupt my daily routine to sit down and type out one tweet. It may seem trivial, but those minutes add up.
The key is discretion. Jen and I have both mentioned before that the power of social media lies in the relationships you build and the abilty to spread your message quickly. But you also have to remember that social media isn't jsut about relationships,there has to be a payoff in the end to make it profitable for the direct seller - and that means being frugal with your time on sites like twitter and facebook.
The big misnomer in these arenas is the number of "friends" or "followers" you have. You don't want followers, you want relationships. People that have 50,000 or 2 Million followers can't possibly be connected to all of them - probably not even a tenth of them.
So what's the point?
For direct sellers, the value in social media isn't how quickly you can add followers, it's how well you build solid relationships that translate into income. Otherwise, why are we using it in the first place? It's still marketing, and the ultimate point of marketing is to generate income.
Automation done apropriately, streamlines your process, enhances your strategy, and makes you more effective.
And you don't need thousands of "fans" to do it.
Jen's article highlights the recent mass suspension of thousands of twitter accounts - including some of the very big name twitter users (like @marismith). The claim was that a spam cloud struck twitter (a spam attack on the servers), and twitter took swift, albeit overzealous action to quell the onslaught. users were quick to point to automation tools and sites like TweetLater as the source of the problem. TweetLater was quick to deny any wrongdoing.
Whatever the case, it appears that Twitter set up a few security screens that these suspended users found themselves trapped in. Perhaps the most likely culprit (and we may never know for sure) is the dreaded "autofollow". This automation tool allows you to automatically follow back anyone that is following you. Designed as a time saver for people that were collecting and manually approving hundreds of new followers each day, autofollow has essentially degenerated into a weapon of mass destruction for twitter spammers.
I firmly believe that autofollow should be banned - likewise autoDM (automatically sending private messages when a person starts following you). I've said before this is the equivalent of leaving voicemails - or worse - the pre-recorded messages that telemarketers play when they call YOU! Argh!
Can you tell it drives me nuts?
That said, I think there are plenty of times when it is completely acceptable to use an automated method of posting to your twitter account - most of which have to do with extended absences from the computer:
Your followers aren't all in the same time zone. If you have followers all over the globe, and you're only online from 1-2 in the afternoon, it's harder to connect with them. A scheduled tweet gives you the ability to appear in their tweetstream and stay "top of mind" when they are more likely to be on twitter.
You've got an event coming up. Daily reminders of upcoming events are totally appropriate. Scheduled tweets allow you to broadcast a quick reminder at a designated time of day, so that you don't have to be sittin right in front of your computer when you should be getting ready for your event. When I am prepping for a teleclass (for example), I will post 3-4 tweets in the 2 hours before the call to build excitement, generate interest and get those last minute sign ups.
You're creating a series of helpful tips. When I launched #dstips a couple of months ago, I scheduled each tip to go out once per day. Over the course of a moth I was able to provide valueable strategies and ideas that were re-tweeted across not only twitter, but facebook as well. I simply don't have time to sit down every single day to do that kind of thing. The result? ot only did I get more followers, but I created a movement of direct sales trainers on twitter sharing ideas on a regular basis. #dstips now has daily posts from about a dozen different trainers and thought leaders in the direct sales industry.
I'm a big fan of batching my time, and it makes more sense for me to do all of those posts at one time, scheduling them to go out over a period of months, than it does to disrupt my daily routine to sit down and type out one tweet. It may seem trivial, but those minutes add up.
The key is discretion. Jen and I have both mentioned before that the power of social media lies in the relationships you build and the abilty to spread your message quickly. But you also have to remember that social media isn't jsut about relationships,there has to be a payoff in the end to make it profitable for the direct seller - and that means being frugal with your time on sites like twitter and facebook.
The big misnomer in these arenas is the number of "friends" or "followers" you have. You don't want followers, you want relationships. People that have 50,000 or 2 Million followers can't possibly be connected to all of them - probably not even a tenth of them.
So what's the point?
For direct sellers, the value in social media isn't how quickly you can add followers, it's how well you build solid relationships that translate into income. Otherwise, why are we using it in the first place? It's still marketing, and the ultimate point of marketing is to generate income.
Automation done apropriately, streamlines your process, enhances your strategy, and makes you more effective.
And you don't need thousands of "fans" to do it.
Target Marketing in Direct Sales (Part Three)
(part three in a series)
Target marketing takes the guesswork out of growing your business - whether you're a coach, trainer, consultant, leader or company owner.
You need to know who your target market is before you can reach out to them and serve them.
The old "talk to everyone you see" adage is great for practicing your ice breaking skills. It's even good to help you build your courage. It's lousy for recruiting or selling in the modern direct sales era.
Who honestly has time to talk to everyone anymore, anyway? Those shotgun methods are tantamount to holding up a megaphone and shouting at everyone in Times Square in the hopes that someone - anyone - will stop and listen to your message.
Let us be a bit more skillful, save some time, and - for Pete's sake - if we're going to work, do it smarter, not harder!
Begin with your customer profile. Once you've gotten incredibly detailed about the kind of person you want to work with, ask yourself the following questions:
Target marketing takes the guesswork out of growing your business - whether you're a coach, trainer, consultant, leader or company owner.
You need to know who your target market is before you can reach out to them and serve them.
The old "talk to everyone you see" adage is great for practicing your ice breaking skills. It's even good to help you build your courage. It's lousy for recruiting or selling in the modern direct sales era.
Who honestly has time to talk to everyone anymore, anyway? Those shotgun methods are tantamount to holding up a megaphone and shouting at everyone in Times Square in the hopes that someone - anyone - will stop and listen to your message.
Let us be a bit more skillful, save some time, and - for Pete's sake - if we're going to work, do it smarter, not harder!
Begin with your customer profile. Once you've gotten incredibly detailed about the kind of person you want to work with, ask yourself the following questions:
- Why do I like working with them? (specifically, what is the reward for working with them) Money can not be the only answer, or you'll struggle with serving these clients.
- What do I have to offer them that is uniquely mine? Discovering your uniqueness goes a long way to providing the customer experience your clients crave.
- Where can I find them? Online or offline, there are groups that cater to your target market, you just have to find them and get involved.
Once you've clarified these answers, you can really dig into your target market with passion and zeal. You know you'll be working with clients you love and you'll be able to find them easily and abundantly.
Leave the megaphone at home when you attend networking events or social functions. Stop trying to press your business card into the hands of everyone there. Instead, focus on the select few that best fit your target market profile. Spend a few minutes with each of them, rather than twelve seconds with everyone, and begin building stronger relationships. Stronger relationships with people in you network yield better results in your business.
That's the power of target marketing in your direct sales business. That's working smarter to grow your business effectively and efficiently. No shot gun required.
===========
WANT TO USE THIS ARTICLE FOR FREE IN PRINT OR ONLINE?
You may, so long as you do not alter it and include the following information (with active links as appropriate):
Lisa Robbin Young is the founder of HomePartySolution.com, a free online community for direct sellers. Lisa is a certified direct sales marketing coach helping consultants and leaders use the Internet to grow their direct sales business like a real business instead of an expensive hobby. Register today for her free target marketing program for direct sellers at http://www.homepartysolution.com/
Target Marketing in Direct Sales (Part Two)
(This article, second in a series, is also an open letter to Direct Sales Industry Trainers)
I was on a call the other day that just blew my mind. I wish I would say it was a one-time deal, but as I spend more and more time "behind the scenes" in the direct sales training industry, I get more and more disenchanted with the prevailing attitude of fear, competition, and territorialism.
I take pride in the fact that I'm pretty clear on who I want to work with in my business. And I am also proud of the fact that, despite what many are calling the worst economic meltdown in the last century, in less than six months, I've already made more money than I did in all of last year.
Yet, I look at many of the other trainers, coaches and speakers in the industry right now and they're "rolling back prices to 1994!" in an effort to drum up business and keep "market share" as the direct sales training industry starts fracturing with the onslaught of new faces in the crowd - myself being one of them.
In fact, a quick look at Alexa.com revealed that my own website with online marketing training for direct sellers was rising in popularity - even more popular than several of the more well-known direct sales trainers on the web - while theirs were declining. And while Alexa isn't the most reliable source for web statistics, it gives you a quick glance at the trends online.
One of the reasons I created the Direct Sales Super Summit was so that we could bring together the thought leaders in direct sales training and share best practices to help consultants and leaders (at all levels) to grow their businesses even in a poopy economy - without bending them over for their last thin dime to do it.
But after talking with countless trainers in the industry, I'm a little fed up with what I'm hearing.
The way they talk about clients and customers in closed door sessions turns my stomach. This is just part of how one conversation went:
In essence, they think you are stupid and cheap.
The first time I heard this, I thought, "Well, gee, maybe I DON'T want to work with you if your customers are like that. That's not my target market."
But in the past four months, I've heard that same song and dance time after time from countless industry trainers in one way or another.
That tells me we have an epidemic on our hands - either the direct sales community at large is a bunch of bumbling tightwads, or the trainers in our industry haven't figured out that the gravy train reached the end of the line a decade ago. They can't rest on their laurels anymore and rely on their reputation to keep the income flowing.
Companies are tightening their belts, paying less for keynote speakers at conferences and conventions. Does that mean the companies are a bunch of dense penny pinchers, too?
Now, if they had said to me "Lisa, your content just doesn't fit my target market." then, I probably wouldn't be writing this today.
If they had said, "Sorry, Lisa! My promotional calendar is full, and I can't squeeze you in right now." I wouldn't be fuming like this.
But they didn't. So I am.
Are my customers and clients more intelligent than the average direct seller? Maybe. As much as I'd like to think so, I won't begin to speculate.
My Alexa.com profile shows that more of my website visitors have college degrees, so maybe I do draw a more educated clientele - which is part of my target marketing in the first place. But I've said before that it's not the paper that makes the person, it's the person that makes the paper.
Are my clients and customers more extravagant than the average direct seller? Doubtful. I charge (and get) upwards of $300 for an hour of my coaching time. My upper level coaching clients pay thousands to work with me in a one-on-one capacity every month.
They are not multi-jillionaires, they are hard-working people that have invested in themselves and see the value in what I have to offer to help them grow their business. I offer specific, results oriented information that is tailored to their specific situation. They see value in that, and are willing to pay for it.
But you know what? I give away a lot of FREE information as well. At this time, I am the only certified direct sales marketing coach in the world - and I could probably charge big bucks because of it. But because my passion is in helping consultants become successful, I also have a free online community, with complimentary resources, including a training program that teaches target marketing for direct sellers - in addition to my weekly ezine that goes out to consultants around the world.
My clients are not cheap, nor are they stupid. I would be willing to bet that the average direct seller isn't cheap or stupid either.
In truth, I think the real problem lies with trainers that haven't taken the time to target market effectively. In the good old days, there were 3 or 4 trainers and they shared the national conferences and leader retreats amongst themselves. Those days are long gone. Now, there are more people with a story to share, and audiences want to hear fresh, new content, not regurgitated material they've heard twenty times before.
They're not cheap, they're looking for real value.
Heck yeah, if I can find it for free, why should I pay you for it? If I've already heard you give the same talk 15 times, why would I pay to go hear it again? Some messages bear repeating, but there's a law of diminishing returns that says after I've bought the CD, seen the seminar, and own the video, I don't need to buy it again.
What do you have to offer that they percieve as vauable? If you find your distinctive value, people will gladly open their wallets and shop with you - even in a poopy economy. I'm living proof of that.
Real value lies in how you share and what you do that's unique. There are countless trainers that teach booking, selling, and recruiting - that's why I train on marketing methods - including online marketing strategies. I'm the only certified direct sales marketing coach in the world at the moment. There's value in being the first or the only. Problem is, so many of today's trainers haven't continued to innovate - instead, they've let the world pass them by. Now, they're competing on price, instead of asserting their unique value in the marketplace.
They're no longer unique - they're a commodity - bought and sold almost entirely on price.
People want to be valued - and they all believe their situation is unique.
In the medical profession, specialists command a premium for their time and services. They are so good at what they do that people are willing to pay more because they know the specialist will deliver the promised results.
The days of the generalist in direct sales training are fast coming to an end. Trainers and speakers need to face it, get over it, and figure out what they're going to do to re-establish their expertise in the marketplace.
There are trainers who tout that they're an expert on everything - booking, selling, recruiting, leadership, organizational management, time management, and now social media. PLEASE.
You can't be everything to everyone, so stop trying. It's smarter to partner with specialists that KNOW the content exceptionally well - plus it makes you look like a hero with your customers.
I firmly believe that any company that doesn't do target marketing will not be successful in the long run. You must know, beyond a shadow of a doubt, who your perfect fit customer is, and how to attract them, or you will not reach them.
Maybe these trainers are content with the customers they serve. It didn't sound like it to me.
I'm VERY happy to be working with my clients and customers. They are NOT cheap or stupid.
And if they're smarter than the average direct seller, so much the better!
===========WANT TO USE THIS ARTICLE FOR FREE IN PRINT OR ONLINE?
You may, so long as you do not alter it and include the following information (with active links as appropriate):
Lisa Robbin Young is the founder of HomePartySolution.com, a free online community for direct sellers. Lisa is a certified direct sales marketing coach helping consultants and leaders use the Internet to grow their direct sales business like a real business instead of an expensive hobby. Register today for her free target marketing program for direct sellers at http://www.homepartysolution.com/
I was on a call the other day that just blew my mind. I wish I would say it was a one-time deal, but as I spend more and more time "behind the scenes" in the direct sales training industry, I get more and more disenchanted with the prevailing attitude of fear, competition, and territorialism.
I take pride in the fact that I'm pretty clear on who I want to work with in my business. And I am also proud of the fact that, despite what many are calling the worst economic meltdown in the last century, in less than six months, I've already made more money than I did in all of last year.
Yet, I look at many of the other trainers, coaches and speakers in the industry right now and they're "rolling back prices to 1994!" in an effort to drum up business and keep "market share" as the direct sales training industry starts fracturing with the onslaught of new faces in the crowd - myself being one of them.
In fact, a quick look at Alexa.com revealed that my own website with online marketing training for direct sellers was rising in popularity - even more popular than several of the more well-known direct sales trainers on the web - while theirs were declining. And while Alexa isn't the most reliable source for web statistics, it gives you a quick glance at the trends online.
One of the reasons I created the Direct Sales Super Summit was so that we could bring together the thought leaders in direct sales training and share best practices to help consultants and leaders (at all levels) to grow their businesses even in a poopy economy - without bending them over for their last thin dime to do it.
But after talking with countless trainers in the industry, I'm a little fed up with what I'm hearing.
The way they talk about clients and customers in closed door sessions turns my stomach. This is just part of how one conversation went:
They want it all for free!
The only people who are spending any money right now are leaders.
I don't think they'll get it. I mean, I get it, but I don't think they do.
They don't understand the business side of things, and there's no point trying to teach them. They aren't that smart to begin with.
In essence, they think you are stupid and cheap.
The first time I heard this, I thought, "Well, gee, maybe I DON'T want to work with you if your customers are like that. That's not my target market."
But in the past four months, I've heard that same song and dance time after time from countless industry trainers in one way or another.
That tells me we have an epidemic on our hands - either the direct sales community at large is a bunch of bumbling tightwads, or the trainers in our industry haven't figured out that the gravy train reached the end of the line a decade ago. They can't rest on their laurels anymore and rely on their reputation to keep the income flowing.
Companies are tightening their belts, paying less for keynote speakers at conferences and conventions. Does that mean the companies are a bunch of dense penny pinchers, too?
Now, if they had said to me "Lisa, your content just doesn't fit my target market." then, I probably wouldn't be writing this today.
If they had said, "Sorry, Lisa! My promotional calendar is full, and I can't squeeze you in right now." I wouldn't be fuming like this.
But they didn't. So I am.
Are my customers and clients more intelligent than the average direct seller? Maybe. As much as I'd like to think so, I won't begin to speculate.
My Alexa.com profile shows that more of my website visitors have college degrees, so maybe I do draw a more educated clientele - which is part of my target marketing in the first place. But I've said before that it's not the paper that makes the person, it's the person that makes the paper.
Are my clients and customers more extravagant than the average direct seller? Doubtful. I charge (and get) upwards of $300 for an hour of my coaching time. My upper level coaching clients pay thousands to work with me in a one-on-one capacity every month.
They are not multi-jillionaires, they are hard-working people that have invested in themselves and see the value in what I have to offer to help them grow their business. I offer specific, results oriented information that is tailored to their specific situation. They see value in that, and are willing to pay for it.
But you know what? I give away a lot of FREE information as well. At this time, I am the only certified direct sales marketing coach in the world - and I could probably charge big bucks because of it. But because my passion is in helping consultants become successful, I also have a free online community, with complimentary resources, including a training program that teaches target marketing for direct sellers - in addition to my weekly ezine that goes out to consultants around the world.
My clients are not cheap, nor are they stupid. I would be willing to bet that the average direct seller isn't cheap or stupid either.
In truth, I think the real problem lies with trainers that haven't taken the time to target market effectively. In the good old days, there were 3 or 4 trainers and they shared the national conferences and leader retreats amongst themselves. Those days are long gone. Now, there are more people with a story to share, and audiences want to hear fresh, new content, not regurgitated material they've heard twenty times before.
They're not cheap, they're looking for real value.
Heck yeah, if I can find it for free, why should I pay you for it? If I've already heard you give the same talk 15 times, why would I pay to go hear it again? Some messages bear repeating, but there's a law of diminishing returns that says after I've bought the CD, seen the seminar, and own the video, I don't need to buy it again.
What do you have to offer that they percieve as vauable? If you find your distinctive value, people will gladly open their wallets and shop with you - even in a poopy economy. I'm living proof of that.
Real value lies in how you share and what you do that's unique. There are countless trainers that teach booking, selling, and recruiting - that's why I train on marketing methods - including online marketing strategies. I'm the only certified direct sales marketing coach in the world at the moment. There's value in being the first or the only. Problem is, so many of today's trainers haven't continued to innovate - instead, they've let the world pass them by. Now, they're competing on price, instead of asserting their unique value in the marketplace.
They're no longer unique - they're a commodity - bought and sold almost entirely on price.
People want to be valued - and they all believe their situation is unique.
In the medical profession, specialists command a premium for their time and services. They are so good at what they do that people are willing to pay more because they know the specialist will deliver the promised results.
The days of the generalist in direct sales training are fast coming to an end. Trainers and speakers need to face it, get over it, and figure out what they're going to do to re-establish their expertise in the marketplace.
There are trainers who tout that they're an expert on everything - booking, selling, recruiting, leadership, organizational management, time management, and now social media. PLEASE.
You can't be everything to everyone, so stop trying. It's smarter to partner with specialists that KNOW the content exceptionally well - plus it makes you look like a hero with your customers.
I firmly believe that any company that doesn't do target marketing will not be successful in the long run. You must know, beyond a shadow of a doubt, who your perfect fit customer is, and how to attract them, or you will not reach them.
Maybe these trainers are content with the customers they serve. It didn't sound like it to me.
I'm VERY happy to be working with my clients and customers. They are NOT cheap or stupid.
And if they're smarter than the average direct seller, so much the better!
===========WANT TO USE THIS ARTICLE FOR FREE IN PRINT OR ONLINE?
You may, so long as you do not alter it and include the following information (with active links as appropriate):
Lisa Robbin Young is the founder of HomePartySolution.com, a free online community for direct sellers. Lisa is a certified direct sales marketing coach helping consultants and leaders use the Internet to grow their direct sales business like a real business instead of an expensive hobby. Register today for her free target marketing program for direct sellers at http://www.homepartysolution.com/
Target Marketing in Direct Sales (Part One)
(First in a series)
I previously posted a video on this very topic, and it seems the time has come for further discussion of target marketing as it relates to direct sellers.
Gone are the days when you could naievely suggest that a product "sells itself" or that your catalog has "somehing for everyone" inside.
Let's be realistic. Not everyone will buy your product, or attend your party. It's foolish to think so, and even more foolish to try to convince potential reprsentatives that direct sales is "easy money".
Direct sales is a lot easier than, say, digging ditches. It is NOT, however something for everyone.
One of the phrases I like to use is "Direct sales is something anyone CAN do, but not everyone will."
Likewise, there is also a target market for your particular product or service - including your compensation plan and hostess package.
The sooner we, as direct sellers, embrace that idea, the better.
It also goes withouth saying that the sooner direct sales companies relay this message to their field, the more profitable they will become.
Frankly, every direct sales company on the planet aleady has a target market in mind when they develop their products and services. They would be out of their minds if they didn't. For example, Mary Kay does NOT cater to hundreds of thousands of men in the world. Their market is very clearly a female market, with particular demographics to drill down even further.
Theirs is not a clientele that frequents Wal-Mart (on the whole). They have a target profile of customers, reps and leaders that they know will be best suited to their products and services.
How do I know? Look at the catalog.
Look at any catalog for that matter. Right there, within the pages, you'll see pictures denoting a certain kind of lifestyle, maybe even models depicting a certain age range for a particular product.
Every successful company in the world has a target market.
Why not you?
As direct sellers, we are told to talk to everyone - and you've heard me rail on this before. I'm even seeing more and more direct sales trainers and speakers hop on the "something for everyone" bandwagon in an effort to book more events on their calendar (I'll blog on this issue later in the week).
NOBODY - and I mean this - NOBODY has something for everyone. No one can be an expert at everything, and it's silly to even pretend you are in this age of specialities.
In fact, it's our specialities that make us unique and valuable in the world. Generalists find that they lose out to experts that have a very specific niche. I'm seeing it right now as I watch other direct sales trainers "losing market share" to less experienced trainers that have a strong, proven area of expertise.
Don't let yourself fall into this trap.
Get clear on who you love serving. As a coach, I make it clear that I only work with people that are serious about growing a profitable direct sales business - not an expensive hobby. I love the reaction, the interest and the level of commitment these men and women bring to the table. I never have to doubt if my client is going to do their homework, because I've weeded out the "tire kickers" in my business.
Who do you love serving? Sketch out a profile of your ideal customer. Get detailed. Perhaps you already work with an ideal client - perhaps your ideal is a blend of several people you work with. If you have no customers, begin idealizing and sketch out what you think/feel would be a perfect-fit customer for your business.
Then do the same thing for your perfect-fit recruits/team members.
A surprising thing will happen.
When you build it, they will come. It takes some effort (I'll talk more about this in a future article), but it does happen.
===========WANT TO USE THIS ARTICLE FOR FREE IN PRINT OR ONLINE?
You may, so long as you do not alter it and include the following information (with active links as appropriate):
Lisa Robbin Young is the founder of HomePartySolution.com, a free online community for direct sellers. Lisa is a certified direct sales marketing coach helping consultants and leaders use the Internet to grow their direct sales business like a real business instead of an expensive hobby. Register today for her free target marketing program for direct sellers at http://www.HomePartySolution.com
I previously posted a video on this very topic, and it seems the time has come for further discussion of target marketing as it relates to direct sellers.
Gone are the days when you could naievely suggest that a product "sells itself" or that your catalog has "somehing for everyone" inside.
Let's be realistic. Not everyone will buy your product, or attend your party. It's foolish to think so, and even more foolish to try to convince potential reprsentatives that direct sales is "easy money".
Direct sales is a lot easier than, say, digging ditches. It is NOT, however something for everyone.
One of the phrases I like to use is "Direct sales is something anyone CAN do, but not everyone will."
Likewise, there is also a target market for your particular product or service - including your compensation plan and hostess package.
The sooner we, as direct sellers, embrace that idea, the better.
It also goes withouth saying that the sooner direct sales companies relay this message to their field, the more profitable they will become.
Frankly, every direct sales company on the planet aleady has a target market in mind when they develop their products and services. They would be out of their minds if they didn't. For example, Mary Kay does NOT cater to hundreds of thousands of men in the world. Their market is very clearly a female market, with particular demographics to drill down even further.
Theirs is not a clientele that frequents Wal-Mart (on the whole). They have a target profile of customers, reps and leaders that they know will be best suited to their products and services.
How do I know? Look at the catalog.
Look at any catalog for that matter. Right there, within the pages, you'll see pictures denoting a certain kind of lifestyle, maybe even models depicting a certain age range for a particular product.
Every successful company in the world has a target market.
Why not you?
As direct sellers, we are told to talk to everyone - and you've heard me rail on this before. I'm even seeing more and more direct sales trainers and speakers hop on the "something for everyone" bandwagon in an effort to book more events on their calendar (I'll blog on this issue later in the week).
NOBODY - and I mean this - NOBODY has something for everyone. No one can be an expert at everything, and it's silly to even pretend you are in this age of specialities.
In fact, it's our specialities that make us unique and valuable in the world. Generalists find that they lose out to experts that have a very specific niche. I'm seeing it right now as I watch other direct sales trainers "losing market share" to less experienced trainers that have a strong, proven area of expertise.
Don't let yourself fall into this trap.
Get clear on who you love serving. As a coach, I make it clear that I only work with people that are serious about growing a profitable direct sales business - not an expensive hobby. I love the reaction, the interest and the level of commitment these men and women bring to the table. I never have to doubt if my client is going to do their homework, because I've weeded out the "tire kickers" in my business.
Who do you love serving? Sketch out a profile of your ideal customer. Get detailed. Perhaps you already work with an ideal client - perhaps your ideal is a blend of several people you work with. If you have no customers, begin idealizing and sketch out what you think/feel would be a perfect-fit customer for your business.
Then do the same thing for your perfect-fit recruits/team members.
A surprising thing will happen.
When you build it, they will come. It takes some effort (I'll talk more about this in a future article), but it does happen.
===========WANT TO USE THIS ARTICLE FOR FREE IN PRINT OR ONLINE?
You may, so long as you do not alter it and include the following information (with active links as appropriate):
Lisa Robbin Young is the founder of HomePartySolution.com, a free online community for direct sellers. Lisa is a certified direct sales marketing coach helping consultants and leaders use the Internet to grow their direct sales business like a real business instead of an expensive hobby. Register today for her free target marketing program for direct sellers at http://www.HomePartySolution.com
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