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!
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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/
Posts
8 comments:
Lisa, Thank you for this article. I am one of your coaching clients who happens to have her Masters Degree in Science Education, not marketing. What you have shared with me so far has been so helpful. Just knowing that I need to focus on my ideal clients has helped to free me from some of my "frustromers", as you call them. I look forward to our calls and your words of advice. Thank you for calling me smart. I am even smarter for choosing to be your student!! Keep forging ahead! You are the coolest girl on the planet!!
Your faithful and eager student,
Judy Campo-Sobota
Independent lia sophia Advisor
Wow! What an insightful and brave post, Lisa. All I can say is AMEN! As a direct sales trainer, I could not agree with you more. I treasure and respect my target market. I deliver specific content related to successful language and direct sales. Part of my marketing plan is giving away a ton of free content, like you. I do it because I care about my market. And the dividends that marketing strategy has paid this year, as they've come to know, like, and trust me, have been huge.
Thanks for speaking out for all of us who are new and forward thinking in this industry. I appreciate you.
I think no matter what kind of economy we are in and how many people out there are doing similar programs, each of us attracts certain clientele. The trick, of course, is finding that target. No one said it was going to be easy! Thanks for your insight!
Cindy Chin
For Lia Sophia
Lisa, Thank you for your frank and honest assessment of the training world.
As a distributor who has FINALLY decided to step it up and take on a coach/mentor, I'm amazed at the sheer number of so-called "direct sales experts" that are out there.
If I wanted to learn the basics of bookings, recruiting and selling ~ I could buy (and did buy) Build it Big. Sales, is sales ~ and you can generalize it thousands of different ways.
Specialization, and developing a key set of niche skills to share are what will set you apart from the masses. Cheaper is not always better...and you cannot give it away without giving up a piece of your integrity too. Know your value, and what you can offer and run with that.
All the best,
Jodi Truscot
Slumber Parties
I think I started a movement. :-)
Thank you for the outpouring of honest responses. I value them all.
I didn't set out to be brave at all, I'm jsut tired of the hogwash that goes one behind the scenes in this industry.
Yes, this is a business, but you're dealing with peoples' lives here, and you have to take that into account.
Maybe that's just me, though. I believe in working from a place of passion.
I do think you can give away some value to your audience without losing your integrity - in fact, I think there are time that you can bolster your integrity by giving away info - because then you look like a hero in the eyes of your customers.
However, I also believe there's a crossover point in any business where you MUST make a profit, or you'll be out of business.
People passionate about this industry - whether they're consultants, company owners, or trainers, do this because they love it - they must do it - and th fact that there's an income attached to it makes it even more meaningful for them.
That's where I stand. I'm glad to know I'm not standing alone on this.
Y'all just made my day - just sayin'!
-Lisa
No, you're not alone, Lisa. I believe we forget that our customers and prospects can see through any phony attitude on our part. We can 'gush' and pretend all we want, but if our customers/clients do not believe we care about them personally and not just as a means to the $ sign, there is no way they're going to be loyal to us. Customer loyalty is always important, but especially in this economy.
Lisa, what can say except BRAVO!
One thing I will add though, to me it's very much a relationship business and sometimes the words 'target market' impersonalise things a bit don't they?
Just my 'twopence' worth as we say over here in England!
If the unfollowing begins then, hey, well done, you made your point quite succinctly :-)
Roberta Jerram, a follower all the same!
in the UK
Roberta, I agree. "Target market" is a term that's come down through the ages and seems to stick.
Personally, I prefer "perfect-fit customer profile", but obviously, it's a bit wordy.
But the imagery conveyed when you say target often depicts exactly what you're trying to do - pinpoint a very small group of people that are ideally suited to your product or service.
Thanks for the input - and for following! :-)
-Lisa
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