Working Smart

Stories in this section:
Creating a Tools Culture
Help Your Sales Force Survive Tax Time
Legal Issues Affecting Promotions and Sweepstakes
What Every Online Merchant Needs to Know About Payment Processing
Getting Back on the Growth Track

Creating a Tools Culture
by Paul Adams

Over the last several years, an interesting shift has occurred that has literally revolutionized some businesses.

If recruiting is the lifeblood of the industry, then teaching effective recruiting is the heart.

The problem with teaching selling and recruiting skills is that the average person doesn't "see" himself or herself as a salesperson.

So, if you're an executive in a direct selling company, what do you do? How do you get those people who love your product to sell it to their friends and family?

A number of direct selling companies have found the answer: the big shift is in the use of communication tools (DVDs, CDs, DualDiscs, brochures, magazines, etc.) as the primary prospecting vehicle.

A Tools Culture

We took a look at companies around the industry and analyzed their use of communication tools. Our goal was to determine why certain companies succeeded with their tools while others seemed to struggle-even when the video quality was the same, the size of the companies was similar, and the products were equally valid and useful. What was the difference?

The answer was actually right under our noses.

Some companies have a culture that permeates throughout their organizations: the culture of using tools. On day one-as new distributors/consultants enter the organization-they are taught that using an effective tool is absolutely the best and most effective way to share their love for the product and its business opportunities. Instead of teaching a new person to be a salesperson, these companies teach their reps simply to share copies of their primary prospecting tool. This approach is so dramatic because it solves a multitude of problems before they ever take hold inside an organization.

First and foremost, all new distributors can "see themselves" recruiting by simply handing a new DVD, magazine or other media to friends and family members, along with a simple request: "I've just become involved with a great company, and I was hoping you would take about ten minutes to review this DVD-I'd love to hear your opinion."

Anyone can hand out a tool, and it takes less than a minute. The distributor/consultant is doing something they are comfortable with and he or she hasn't had to "sell" anything. All they had to do was simply hand the tool to the prospect and commit to following up.

Now, if the salesperson doesn't follow up, the process fails. Reps must be willing to make the return phone call to ask for the person's opinion of the DVD (or other tool). Thus, the door for more discussion and information flow has been opened.

Another benefit to this process is-and your legal counsel will love this one-if distributors are taught to use one of your tools instead of talking too much or using a field-produced video that hasn't been reviewed by you, they are saying what you want them to say. The tool has your message-it's not making claims and false promises. (Don't try to pretend that this hasn't happened to you.) And the tool was critically analyzed at every step-every word has been approved for use by YOU.

OK, you get the idea. Have a tool that tells your story, and commit to teaching all your distributors how to use it.

In order to effectively teach your sales force how to use the tools, you have to know what works. The system you teach must, in turn, be easily taught to all new distributors in your organization on the first day they sign up.

2-a-Day & 10-in-Play

Perhaps the most effective system we know of is a recruiting tactic called 2-a-day & 10-in-play. Every distributor hands out two copies of the primary tool to new prospects every day and commits to following up a few days later. And, the rep should have 10 copies of the tool "in-play" at all times. An "in-play" tool is a one that has been handed out but no follow up has been completed. Once a person either shows an interest in the business or says "no thank you" to the tool, it is deemed no longer "in-play."

A simple system such as this is one that every distributor can master. And, most would be willing to do it.

More on Culture

Just because you've explained the 2-a-day concept to your distributors-maybe even from the stage at a big event-or provided training materials on the concept, don't expect the system to be immediately used effectively. It will take time to get your distributors fully entrenched to the point that they utilize the system routinely. In fact, it may take a year or more of explaining the system at every opportunity-at events, conference calls, e-mail blasts, etc.-and even then, excitement can fade if you let it.

The typical scenario: A company introduces the 2-a-day concept and produces a good tool that effectively tells their story. Then at their annual event, they get on stage and explain how the 2-a-day system works. The excitement is high, and lots of people go to the back of the room and purchase their own stock of DVDs so they can begin using them immediately.

Next, a consultant takes her new tools home and gets settled into her life. The following Saturday she begins thinking that maybe she should do something with the DVDs she bought. If she's really good, she hands one or two out that day.

You know the story. She never got committed to the system, and the DVDs sit and gather dust. Before long, you're getting feedback that the "videos just don't work." Right!

A System That Works

The truth is, the videos work if you work them.

A better scenario would be to approach a few of your top distributors before the official launch of the system. Explain your commitment, and ask them to be the disciples of the new system by using it a month or more before everyone else.

When you launch the tools and the system at your big event, place your disciples on stage to explain their success with the system. Have them do the teaching. Nothing's quite as effective as a real testimonial from someone respected in the field. And at every opportunity, have those people on your conference calls and at your events until you have more success stories to share.

It won't take long until you'll have lots of people using the system and achieving their own success. And, voila, you have a tools culture, and every time you update or launch a new tool it will be received with great appreciation and excitement.

And-your finance people will love this-your tools will quickly become a self-liquidating project. Once you gain momentum, your tools won't cost your company a penny. Sure, you have to invest in production up front, but many companies sell enough tools at their launch event to recoup their investment. And it's all done without charging more than a buck or two. It's fair for everyone involved and provides a real system to your new distributors so they can quickly begin achieving their own success in your business.

Paul Adams is Vice President of Marketing at Video Plus, L.P. Visit www.videoplus.com.