Direct Sales Success: Expectations Set the Tone

When I work with clients on their target marketing, one of the biggest areas of contention is the realization that ultimately, everyone is not their target market.

No, everyone that fogs up a mirror is not your prospect. Neither is everyone who showers (if you're in skincare), everyone who eats (if you sell kitchen gadgets or food), or everyone with kids (if you sell toys or educational goodies).

You've got to be a little more specific.

For example, if you choose to service a local, offline, market, then people more than 100 miles from your home would not be part of your target market. This limits the number of people you can serve.

And that word, "limits", seems to put a stranglehold on a consultant faster than a rope 'n ride at the rodeo.

They want to serve everyone. Because if they don't serve everyone, how will they get enough clients for their business.

Then I try to remind them of this episode of I Love Lucy:


You can't possibly serve everyone and do a good job.
Really. You can't.

So, why not change your expectations? establish a market that you CAN serve, and that you WANT to serve.

And expectations go both ways. Be sure to let your target market know what they can expect from you, how you expect to serve them, and how they can expect to hear from you. here are some suggestions to help set the tone with new clients in your target market:

1. Lay out the ground rules from the get-go.
Tell them your guest lists typically have 40-50 names on them, and that you usually get them back within 3 days. If they have problems with that, you'll be more than happy to help them in person, or to direct them to another consultant that would be glad to work with them.

2. Express your excitement about helping your host have a successful show. Your best shows are going to have a certain number of guests (get this info from your statistics from last year). Let your hosts and guests know what they can expect if the evening is a success for everyone.

3. Decide in advance what kind of show you want to have. Leave nothing to chance. I have had success inviting my "go only" guests to other people's parties. If a guest says "I only go to parties, I don't host them" I put them on a list so that when I have a host that's struggling to get RSVP's, I can call them up and invite them to the party. The host thinks I'm her hero, and the guest appreciates being remembered and treated respectfully.


Ultimately, it's up to you to decide how you're going to make the most of your business, policies and procedures. your home office lays the foundation, but the framework is built by you. Your expectations set the tone for the outcome of your parties AND your business as a whole.

Expect more to get more.

Never juggle alone

So I actually did a little research for this post:



I watched a handful of juggling videos on YouTube. As a kid, I had to learn how to juggle for science class. We started with one ball, which was incredibly boring, but we had to demonstrate mastery before we could move on to juggling two balls... and then three.

Fortunately, three was our limit. We just had to be able to prove we could keep three balls in motion for a preiod of time. And for as great of a multi-tasker I've become, it was not easy to keep three balls in the air in 7th grade.

So imagine my surprise when I found 5 ball forced juggling, 4, 6 and 8 object jugglers!

And it got me to thinking about how many responsibilities we, as business owners have in our daily routines.

And along comes online marketing, and "you want me to add ANOTHER ball to my juggling routine?"

I hear you.

I selected this video for two reasons - and I hope you watch it to the end. If you watch, for the most part, no one is ever responsible for more than 3 or 4 objects at one time - there are lots of items in the air, but each team member really only has to focus on their piece of the pie.

The other reason is that if you watch to the end you see where they actually DROP something. Now this was planned for effect, and if you watch, it's all done "on the beat" to the music and set up so that it times out perfectly with the end. Even there, you'll note that more than one person is throwing things at the catcher - no ONE person is responsible for everything.

In small business - particularly in direct sales, we feel like we've got to go it alone in and do it ourselves. That's the surest way to stay small in your industry.

That doesn't mean hire a bunch of elves to handle your tasks. It DOES mean seek out competent, qualified help - even if it's only on a project basis, to help free up your time to focus on the essential activities that MUST be done by you and only you.

Maybe you need a VA or one of your kids to help with loading/packing, shipping or customer follow up.

Run your business like a real business would and find excellent people to support you.

It's worth it in no uncertain terms.

With the right support team in place, you can have many many objects in the air, making it look incredibly difficult, and knowing all the while, that it's really simple if you stay focused on the part that's your responsibility.

Ask Lisa #1: As a Direct Seller, Where do I start Online?

The number one comment I hear from consultants is "my company won't let me advertise online, so your book won't work for me."

Once I get them past that hump, the next question I hear is usually THIS one: "where do I start? I have no clue where to begin, and there's so much to consider".

Here's my answer:



The answer is simple. Build your list of LOYAL customers (I call this your 'value list'). Don't just build a list of a jillion names and numbers of people that don't want to connect with you. Build a list of people that find VALUE in what you offer, and wan to stay connected with you. Think of it as your fan mail list.

And for Pete's sake, do it professionally. There are right ways and wrong ways to build a value list online. Using Outlook, or your AOL/Yahoo/Gmail/Hotmail email account is NOT the way to do it. Try 1shoppingcart, or if you need something with pretty templates, try constantcontact.com. I share a couple of free resources in my book, but these services are also highly recommended.

This is the first in a series of "Ask Lisa" videos, and not all of them will be publicly available (either on my blog or otherwise). If you're not already a member of my free Online Community for direct sales consultants, then get crackin' (It's free, after all), and look for ALL of the videos there as we release them.

Using Direct Mail to Grow Your Direct Sales Business

It's not just about mailing your catalog. a simple postcard, when done properly, can result in thousands of dollars in monthly revenue.




This is an excerpt of the topics covered in the STAR Power Leadership Development program. To learn more visit:
http://www.homepartysolution.com/starpower

Registration closes May 19. Only 10 seats remain!

Mastermind With Your Teams For Direct Sales Success

Ever wonder why you attend those monthly sales meetings?

If you were working in a mastermind, you wouldn't.

The power of a mastermind is when the entire group is transformed - even on fire - for the mutual benefit of all involved. One of the best masterminds I was ever involved in was back in college, when a bunch of us composer types got together to share our new music, bounce ideas off one another and often be inspired to new, greater ideas because of our involvement in the group.




THAT'S the power of a mastermind. No one person makes or breaks a mastermind - everyone has something to contribute. It's not a committee meeting, it's a meeting of the minds - to form a GREATER mind (if you'll allow me to get spiritual for a second), that benefits all of them in ways that could never be achieved alone.

Think about that the next time you're heading out to a monthly sales meeting - how could you turn it into a mastermind session - particularly if you're the leader hosting the event?

Gone are the days when a figurehead reigns supreme over the meeting - there are too many smart, savvy business women in direct sales now. We're not sheep!

We've got ideas - and sometimes we can take YOUR idea and make it even better.

So there!

This is an excerpt from the STAR Power leadership coaching program. Only 10 seats remain in this exclusive group! I'm hoping we sell out this weekend, but I also want to make sure YOU get the chance to participate!

learn more at: http://www.homepartysolution.com/starpower

The Power of Mentoring in Your Direct Sales Business

If you've ever wanted to attain a level of success in your business, but didn't really know what you needed to do to attain it, a mentor can help you achieve greatness by showing you where they've been, and how to avoid traps and pitfalls along the way.



Direct Sales Marketing Coach, Lisa Robbin Young, tells about the power of a mentoring, and how each leader becomes a mentor to the people on their team.

This is a excerpt from the STAR Power leadership coaching program that launches May 19. Space is limited to 30 participants.

Learn more at: http://www.homepartysolution.com/starpower

Time Management in Your Direct Sales Business

Time Management is a critical skill in business success. But it's more than just managing your calendar effectively. It has to do with being sure you're focused on income producing activities, understanding opportunity costs and buiding a business focused on doing the right things at the right time.



This clip features content from Lisa's new STAR Power certified leadership coaching program. This 12 month program is designed for Direct Sales Leaders looking to uplevel their income and grow more productive teams by treating their business like a real business.

To learn more, visit http://www.HomePartySolution.com/starpower

Finding a Niche in Your Direct Sales Business

Regardless of your product line, it's important to narrow your target market and find a need that they want filled - that's your niche. Direct Sales Coach, Lisa Robbin Young shares quick tips to help you understand the importance of creating a niche in your market, as well as how to focus in on a niche you can monetize in your direct sales business.

This is an excerpt from her new 12 month STAR Power coaching program for direct sales Leaders. Registration closes May 19. To learn more, visit http://www.homepartysolution.com/starpower

Target Marketing In Your Home Party Business

Direct Sales coach and trainer, Lisa Robbin Young reveals two quick ways to identify your target market for maximum effect in your direct selling business.

This is an excerpt from her upcoming STAR Power 12 month leadership coaching program, designed for direct sales leaders in the home party industry. Regsitration ends May 19. Learn more at http://www.homepartysolution.com/starpower

Advertising Your Home Party Business

Direct Sales coach and trainer, Lisa Robbin Young shares a personal experience from her direct sales career about the right and wrong ways to use advertising in your home party business.

This is an excerpt from her upcoming STAR Power 12 month leadership coaching program, designed for direct sales leaders in the home party industry. Regsitration ends May 19. Learn more at http://www.homepartysolution.com/starpower

The Single Most Important factor in Direct Sales Success

Can you guess what it is?



In Direct Sales, your mindset is CRUCIAL to your success. If you're ready to grow the power of your network and create some momentum around the product that is you, take a peek at the STAR Power direct sales leadership program.

"Swordfish!" - Expectations, Critics and Movies

My friend, Mark, has a daily humor blog and email post, and at the bottom of his credits, he usually has some sort of clever "ism" that goes unnoticed by the majority of the public - after all, it's in the credits.

Well this morning, his ism was "SWORDFISH" and I didn't get it, so I emailed him back.

He told me to go watch "Get Smart" - and then it made perfect sense to me, as I hope it now does to you.

We conversed a bit about the film, and he had this to say:

"despite what *all* the critics said, it was a 90-minute laugh-a-scene hoot! I haven't laughed so hard at a movie in years. Bonnie could hardly catch her breath at times!!

Which put me in mind of this almost blog-worthy thought:
Why are critics' opinions often so different than my own experience? Then I realized that a critic goes into a movie theatre and says, 'entertain me.' It's almost a dare. I go into a movie theatre and say, 'I want to be entertained.' It's my fondest hope.

So it's the expectation level that makes all the difference. I'm expecting good things, the critic challenges everything he/she sees.

I bet that happens in church on Sunday morning a lot, too.

It was so deeply profound, and yet so simple. I HAD to share it with you.

From a marketing perspective, many times our critics (or we as critics) will challenge everything and expect nothing. Very often we get just that - nothing - in return. We feel deflated, disappointed, and our perspective is one that's just plain poopy.

But when we modify our outlook, change our mindset, and expect greatness - in whatever we are pursuing - very often we are pleasantly surprised, or at least pleased with the outcome.

Does that mean we lowered our standards? Not necessarily. It means we held a different kind of expectation.

What about YOUR expectations? What about YOUR perspective and mindset? Are you looking at your business, shaking your head as you meet all your negative expectations? Or are you setting your business into motion each day with the "fondest hope" of a positive outcome?

Do you dare yourself to succeed, or are you pushing forward with the expectant end result in mind - regardless of the swordfish in your way?