Selling or Recuiting? Strike a Balance

balancing act

There are two distinct phases of development as you build your Direct Selling business. I call them the Sales phase and the Team phase.

While in the SALES phase, you become very comfortable and skilled at talking about and selling your product. This makes sense. For many people, it was their positive product or service experience that inspired them to join their direct selling company in the first place.

Your pay plan most likely rewards you well for personal sales and retailing … and that’s as it should be!

Yet, if you desire to tap into the wealth that comes from robust organizational growth … that type of wealth is usually created by strong team development.

Let’s think about this. In most cases, you couldn’t possibly sell enough products to fully leverage the potential of your pay plan, right?

So what’s the solution? To shift into the TEAM phase and stay there. In this phase, you become as proficient in talking about your business as you are talking about your products.

In the team phase, you consistently share a balanced message about both your products and your business.

In the team phase, you consistently share a balanced message about both your products and your… Click To Tweet

This is a proven concept that supports high achievement in the direct selling profession. Delivering a balanced message can support you in developing both a dynamic, duplicating team of business partners, as well as a robust, ever-growing and loyal customer base.

The bottom line is: share a balanced message and you will find the perfect people to join your team, as well as the right people to enjoy your products.

And as you continue to build a strong customer base along with an ever-growing team, your efforts must stay focused on supporting both customer retention and the business development needs of your team.

First, regarding customer retention, many direct sellers underestimate what it takes to sustain retention. It’s not uncommon for consultants or distributors to watch their customers—those with consistent auto-ship orders that play a key role in your residual monthly income—quietly slipping away each month. And they wonder why.

Keeping customer loyalty is a skill you must sharpen daily because new technologies continually change our behaviors—and theirs. To hit this moving target, you must commit to making the day you sign them up not the end of the “customer service” journey, but rather the beginning.

Keeping customer loyalty is a skill you must sharpen daily because new technologies continually… Click To Tweet Commit to making the day you sign someone up not the end of the ‘customer service’ journey but… Click To Tweet

If your company offers an auto-ship program for your preferred customers, then it’s even more important to offer solid customer service as they continue to enjoy the products. Do not naively believe that the auto-ship process alone will support the long-term retention you desire. Make sure your follow-up system includes regular check-ins as appropriate for your product.

My follow-up was by phone, because that was the best technology of the day. I still prefer it, because it gives such a personal touch.

Yet today is different. Texts, Facebook posts, and emails are all modern and acceptable ways to communicate with your customers. But they can go astray. Who doesn’t have a story about a lost message or a missed post? For most customers, online communication does not carry the same cachet as that personal call.

That’s why I recommend that regular calls remain the foundation of your follow-up system. And remember, you can make these calls on your terms, keeping them brief and still revealing your authentic interest.

When your customers trust that you truly care about them, and are satisfied with your product or service, you will be able to enjoy the following benefits:

  • Retention: They continue using the products for a longer period of time.
  • Up-sell: They are more open to trying new products.
  • Referrals: They refer you to possible new customers and business partners.
  • Conversion: In many cases, their satisfaction can result in them joining your business.

These benefits are earned through quality customer service and create benefits for everyone involved.

So we’ve made a strong case for developing and maintaining a robust customer base. And yet, as Paul Harvey used to say, “and now for the rest of the story!”

Adding consultants to your downline doesn’t end when they sign on with the company. In order to maintain your balance and develop a robust organization, you must duplicate your leadership. This begins with you: focus on mastering your company’s business system, and teach your team to do the same. Then consistently transfer your unique tone, messaging, and mentorship to your team, and you can effectively duplicate the skills and behaviors that create success.

Becoming equally proficient at talking about both your products and your business is a proven way to make a difference in more lives and leverage your pay plan. Striking a balance allows you to enjoy the financial and emotional rewards that are created with strong product sales and consistent sponsoring.

Zig Zigler was spot on when he said, “You can get everything in life you want, if you will just help enough other people get what they want.”

You can get everything in life you want, if you will just help enough other people get what… Click To Tweet

Well, my friend, the best way to help enough people get what they want is to consistently deliver a balanced message about both your products and your business … and teach your team to do the same.

When you strike this balance, as Zig says, “you can get everything in life you want.”

leslie zannAn international speaker, trainer and business coach to top producers, Leslie Zann inspires success with proven leadership strategies for sales and sponsoring. Visit her website or find her on Facebook.  

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