Archive for Direct Sales
A Democratized Brand
Posted by: | CommentsDave Sattler of Scentsy donated an excellent guest post over at Jen Fong’s blog this week that got me thinking. The entire post is a must-read for anyone in direct sales, because I think it nails the sentiments that most of us handling web marketing on the corporate side of a direct sales company feel and want to express.
But what really stuck out with me is his claim that Scentsy has truly grasped the idea of a democratized brand. In Dave’s words,
We believe that the brand perception is best carried forth by our evangelists – whether consultant or a customer. This new marketing relationship prescribes certain expectations for the company and the evangelists. In short it’s our job to produce a relevant product, amazing brand experience, and help you share the brand, and it’s your job to influence the relevancy of the product and carry the brand promise through to the end-user.
Wow! What a succinctly great way to capture the roles and responsiblities of both corporate and the independent rep.
From coast to coast, I would daresay any struggling direct sales company is screwing up at least a part of this equation. What’s been your experience?
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Top 65 Direct Sales Companies Based on Revenue
Posted by: | CommentsI came across this interesting list on Direct Selling News listing out the 65 companies within the direct selling industry who have crossed the $100 million line. It’s a great resource to give you a frame of reference on the industry.
4 Fundamentals of Marketing for Direct Sellers
Posted by: | CommentsMy thoughts lately have really been centered around marketing in today’s direct sales environment. As soon as I thought I was brewing some original thoughts, I realized most of it was something I’ve already thought, and believed in, before. So I figured I would just link back to those posts as a great reminder to us all, with one addition: What do you think is the key to marketing and communications in today’s direct selling world?
- The Greatest Feature of Direct Sales (April 15, 2009): If your answer isn’t the direct seller, then you’re wrong. No matter how the web continues to evolve our communication preferences, and no matter how amazing the product or comp plan is, the direct seller is the true differentiator.
- The Illusion of the Ground Floor (March 18, 2009): You don’t have to be the first to succeed. In fact, it’s probably smart if you aren’t. What you’re looking for is momentum. And that never happens at the ground floor.
- Overcoming the Four Fears of Starting a Business (February 17, 2009): This list and info should be in every direct sellers back pocket. You have an answer for the fears.
- Facilitating Evangelism (January 20, 2007): The corporate side of any direct sales company has but one function: facilitate evangelism. Fan the flame of your brand and of the work your independent reps are doing. I’ve even heard it simplified to “ship product and mail checks.” I’m not sure it’s that simple, but there are definitely things you can do and control, and things you can’t. The sooner you realize you are a facilitator, the more successful, and sane, you will be.
How Can Direct Sellers Use the Internet Best?
Posted by: | CommentsOK, people. I need some input here. As some of you know, I have a great deal of background working for direct sales companies on the corporate side. I’ve seen A LOT of changes, obstacles, stumbling and guessing when it comes to direct selling companies and distributors using the Internet to improve their business. (FYI, for those not in the know, direct sales is the same as multi-level marketing, network marketing and party plan).
So here’s what I want to know: how are you (direct seller) using the web that makes a direct positive impact on your business?
What’s working? What’s not? What did you think would work but hasn’t? What has made all the difference for you? How are you using social media like Facebook and Twitter? What mistakes have you learned from?
If you’re not a direct seller, it’s OK to guess. From your point of view and impression of direct sales, how do you think direct sellers could be using the web to work better and smarter, and sell more product?
FYI, I plan to use some comments in an upcoming blog post, so please let me know if you DON’T want your comment considered.
The Greatest Feature of Direct Sales
Posted by: | CommentsThe greatest feature, advantage and benefit of any direct sales company is the direct seller.
It’s not the product. You can always find a similar product on a retail shelf or website somewhere.
It’s not the compensation plan. There are tons of ways to make tons of money.
It’s not the gigantic advertising budgets. That just doesn’t work for direct sales companies, unless your Avon or Amway (and even then it might not work).
It’s not the web presence. Everything has a web presence, so what’s special about that?
It’s not the folks at the corporate office. Sure, they’re important, but at the most they can only help introduce an interested prospect to an independent distributor.
No, the most important feature is the direct seller. The person talking about a product and an opportunity to another person with similar likes and dislikes. The independent rep with the drive and dream to take care of their individual market.
As a direct seller, your personal touch and attention is what sets you apart. Are you utilizing it enough?
The Illusion of the Ground Floor
Posted by: | Comments
The stories of those who “got in on the ground floor” of some big company or opportunity are pretty much American folklore. Like those people that bought Microstock in the 80s. Or Kramer and the Manzier.
If you’re a direct seller or network marketer, these stories are only amplified. The thought is that those at the top of the pyramid are in the best position, and if you can’t be in that position, why bother?
The problem with that thinking is that it takes a heck of a lot more blood, sweat and tears to get that ground floor opportunity off the ground when you’re there in the beginning than it does later on.
You suffer through learning curves.
You filter customer service issues.
You overlook crashing websites.
The fact is that most people who got in on the ground floor are still there, cuz the company never got any further than that.
After reading through Brian Clark’s post How to Dominate Your Niche, and his point on not looking for new niches, but territories within niches, it got me thinking. I was reminded of the importance to not look for ground floor opportunities, but rather groundswell opportunities.
A couple definitions for groundswell:
- A sudden gathering of force, as of public opinion
- a rapidly developing general feeling or opinion
The people who really take off are those that get in at the right time, not necessarily the first time. When the company is just starting to generate some buzz. When the company is finally shedding its first skin. When people are just starting to take notice.
When it’s created a groundswell.
We might hear stories about those who were courageous enough to get in on the ground floor, but they are few and far between. Many a determined and gifted person has been left in the dust, swept away with the rest of the leftovers on the ground floors of many an opportunity.
Groundswells can actually amplify that dedication and talent. Or maybe even compensate for the lack thereof.
Overcoming the 4 Fears of Starting a Business
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Network Marketing Now posted an excellent article by Len Clements on how Network Marketing/Direct Sales conquers the four most quoted fears that keep people from starting their business. To paraphrase:
- It takes too much money. Most direct sales companies cost anywhere from $50 – $3,000 to get started (usually less than $500, though).
- It takes too much time. The beauty of network marketing is you can make a full-time income while still working part-time (or even spare-time)
- Too much risk. Direct Sellers enjoy no employees, no R&D costs, no facility costs, etc.
- They didn’t know how. Network Marketing companies succeed because they are systematic and duplicable. The wheel need not be reinvented.
Be sure to read the entire article, because it’s full of stats and facts that really make the point.
Note: Brett Duncan is not a direct selling distributor, but rather an experienced marketer for both individual direct sellers and companies.
Sampling: 3 questions to get you started
Posted by: | CommentsDrew tells us a great story of his grandma and sampling here.
Sampling of products has always been an important part of any marketing strategy, but it will become more and more important as consumers are more and more informed via all Web 2.0 has brought to the table.
So here’s the question: what are you sampling?
Some things are easy to sample – food, drinks, songs, software. Other things don’t seem as sample-friendly as others. But everything can be sampled, if you just push your thinking a little bit. But in a society where innovation and the product itself are more central to marketing than ever before, people will look for the proof in the pudding before they buy, not after they buy.
So figure it out. You have something to sample, to give away for free, to spark a conversation. Have faith in the mantra that “people buy what people try,” and do it.
Here are three main questions you can ask yourself to get the juices flowing:
- What is the primary obstacle that keep most prospects from buying my product?
- What is the best feature that keeps customers coming back to my product?
- How can I equip my customers from question #2 to talk to my prospects in question #1?
Once you figure out these answers, build a sampling or trial process around nullifying objections, amplifying satisfaction and facilitating customer evangelism.
Treating the Who
Posted by: | CommentsHere’s a great post on how doctors seem to be following a new trend on upping their customer service. Go figure.
The more I work, the more I do marketing stuff, the more I interact with people, the more I buy stuff, the more I live, it becomes increasingly obvious that personal attention and great customer service is what makes the difference. It is what makes the brand, ultimately. More than the colors, the fonts, the products, the processes – it’s the people that make the company, and how they treat the people who are buying from them.
And now doctors get it, too.
Weekend Reader, Feb. 16 – Feb. 18
Posted by: | CommentsGreat links and articles I came across this weekend:
- Great post from Mark Cuban on a spam email he got from none other than Donald Trump, looking for “like-minded” folks who want to get rich. Nevermind that Trump and Cuban are like Skywalker and Vader to each other. And nevermind that Cuban already has the money thing taken care of. It also shows the vast differences between how the two go about living and sustaining their brands.
- Ads on the outfield doors of Wrigley Field. Here’s a post from Phil in Portland with links to the two main articles on this whole fiasco. My comments are on Phil’s post, so I won’t repeat them here.
- Bad Apples in the Office. Interesting read on stats to back up why you love it when the office natzi is out.
- The New “M-E” generation: Pretty good article showing how advertising alone just won’t cut it anymore.
- Kim Klaver – Would you buy from a parapelegic? This is one of the best articles I’ve ever read on the importance of walking the walk as a marketer – especially a network marketer. For all my AdvoCare buddies, this is a must read. The post before it is really good, too.
