Working Smart

Stories in this section:
The Four P's: Lessons Learned in a Fast-Growing Company
Dietary Supplement Marketing: Rethinking the Use of Third-Party Material
The Right Stuff: Help Your Salesforce Get It

The Right Stuff: Help Your Salesforce Get It
by Maria Arapakis

Once upon a time, a woman named Jan became so excited about a business opportunity she couldn't sleep for nights on end. She tossed and turned while dreams of a better life spun in her head. The sleep-robbing opportunity had been presented to her by a friend and seemed the answer to Jan's prayers-a way to reinvent herself work-wise so at long last she could have financial security, leave a rat-race of a job, spend more time with her family and enjoy her life once again.

The opportunity, of course, was direct selling, the chance to build a home-based business that could not only help Jan transform her own future but could also make it possible for her to help others transform their destinies as well.

Sad to say, Jan's story does not have a storybook ending. Yes, she started a business. But within a few short months she had given up on the dream of a better life. She gave a variety of reasons for quitting:

It took too much time.
It took too much work.
She couldn't find the right people to recruit.
The few people she did recruit ended up doing nothing.
Her sponsor didn't help her enough.
Her family wasn't supportive.
She had too much else going on in her life.

These explanations, though, were hardly the truth about what had happened. In fact, they were nothing more than easy cop-outs that kept Jan from telling the truth to others or, for that matter, admitting the truth to herself.

What, Then, Was the Truth?

Why do Jan and so many others abandon "the dream" so quickly? If you were to probe (and people were honest with both themselves and you), you would discover that the major causes of most dropouts has nothing to do with time issues or work demands or other people or other responsibilities. You'll find that a major part of the attrition issue has to do instead with:

Insecurities (fears and lack of confidence)
Bad habits (lack of discipline and initiative)
Attitude problems (pessimism, negativism, closed-mindedness)

In other words, most individuals drop out because they do not have what it takes-an array of strengths and skills that enable them to take charge of their own minds, develop greater emotional maturity, bolster (and when needed, restore) self-confidence and become more proficient at managing time, energy, priorities and relationships. I call these capabilities The Right Stuff.

Jan did have one aspect of The Right Stuff. She had motivation-a desire for a different kind of life. For individuals to accomplish anything at all with direct sales they must at least have this: desire. They must want something the business offers. No desire; no drive. No drive; no results.

To ignite desire, the best leaders are adept at convincing those they seek to recruit that a career in direct sales can bring not only financial rewards but, equally important, a variety of wonderful intangibles such as freedom, friendship, recognition, personal growth, excitement, learning, adventure, travel and, especially, satisfaction from doing meaningful work that improves the lives of others in all these positive ways. Yet the most skillful presentation about the payoffs of direct sales is only the start. Prospects must also personally "connect" with what is being said if they are going to convert into recruits. They must experience heartfelt desire for at least some of what the business offers.

There is no forcing this connection. It's either there or it's not. If it's absent, wise leaders gracefully back off, inviting these individuals to become customers and inquiring if they know of anyone who might be interested in the products or in the life-changing "business opportunity" side of direct sales.

On Its Own, Motivation Is Not Enough.

Jan's story is a good example of how motivation is a necessary yet insufficient factor in The Right Stuff equation. People can be highly motivated about quitting jobs, becoming work-at-home parents and making money, but if at the same time they're prone to negative attitudes, self-defeating habits and little self-confidence, they'll end up like Jan: yet another negative attrition statistic.

Success in Direct Sales Is Rooted in Self-Mastery.

There are a few fortunate "natural-born" sales leaders who put it all together without trying and are, therefore, ready and able to roar to success right out of the gate. But they are certainly a minuscule minority. Industry veterans know that the majority of people who give direct sales a shot are folks who start with neither the experience nor the temperament of seasoned sales professionals. They come from all walks of life and a good many of them arrive with wobbly self-confidence and paltry self-management skills. Yet to succeed as their own boss in a home-based business fraught with disappointments, they'll need plenty of both.

Jan's story demonstrates this. She had the drive. She sincerely wanted to improve her life. But because she lacked the rest of The Right Stuff she overreacted to the inevitable rejections of sales and disapproving opinions from a few family members about direct sales. She also became overwhelmed by the challenge of trying to fit something new into an already packed life. And she didn't have a clue how to muster up the courage and confidence to forge ahead as a beginner in unknown territory.

Here Is Where Companies Can Unwittingly Let Their Salesforces Down.

There must be a balance between training on business basics and self-development. Unfortunately, sometimes companies only emphasize the "mechanics" of direct sales. The field training of these companies may cover the following fairly well:

• The company's compensation plan
• How to approach people, book appointments, hold parties
• How to coach hostesses
• Product knowledge and presentations
• How to present the opportunity
• How to order products
• How to enroll recruits
• How to help recruits with all of the above

Without a doubt, every one of these basics is important. But consultants can know the mechanics backward and forward yet still not have enough confidence or discipline for success. To build a long-lasting home-based business, they need:

CONFIDENCE-the faith that they have (or can learn) what it takes to succeed with their business

COURAGE-bravery enough to take risks and break out of their "safe and sound" comfort zones

DISCIPLINE-self-control that prompts them to: "Just do it". even when they feel like doing nothing Focus. even in the midst of distractions and demands Prioritize and prune. especially in the throes of jam-packed, hectic lives

OPTIMISM-"positive expectancy" in the face of tough odds and disappointments

RESILIENCY-the strength to rebound from the setbacks, rejections, frustrations and failures that are an inescapable part of the landscape of sales

PERSISTENCE-the patience to hang tough and keep at it, even when nothing seems to be happening from their time and effort

PEOPLE SKILLS-interpersonal talents for meeting new people, managing multiple relationships and influencing, guiding and inspiring a growing team

The training put in place by many companies rarely emphasizes these critical areas. Yet The Right Stuff is far too important to be addressed superficially or once in a while at annual conventions. For one thing, those who need help the most in these areas usually have headed for the door long before they ever seriously consider attending a convention. And for those who do get to company meetings, the positive impact of the most dynamic keynote or breakout session often fades once they're back at home facing the relentless demands and challenges of business and everyday life.

People Need a Steady Diet of Self-Mastery Training.

Personal change is the crux of self-mastery. For most individuals, starting, building and sustaining a successful direct sales business simply will not happen without a considerable amount of personal change.

Unfortunately, most people-including a lot of those who profess to embrace the process-have great trouble changing. Without a reliable, consistent resource for understanding how to go about doing it, they unwittingly sabotage themselves and ultimately fail or quit.

For self-mastery development to take root, people need a learning and support system that is available to them 24/7. With ongoing help in developing The Right Stuff, many who would otherwise drop out because they're not prepared mentally and emotionally will stay with their business and eventually reap the results they are striving for.

The Nature of the "Sales Beast" Forces
People to Face Their Personal Demons.

Anyone in sales knows that the work of sales stirs up human vulnerabilities and anxieties-about being liked or not liked, competent or incompetent, a success or a flop. On the other hand, precisely because all this gets stirred up, people are provoked to grow-to become bigger and better. And this can turn into one of the greatest gifts of a career in direct sales. The bonus is that, rather than having to pay a therapist for this growth, consultants get paid by their companies. What a deal!

And as yet another bonus, increased self-mastery impacts every area of a person's life in powerful and positive ways. Empowered with more of The Right Stuff, consultants become increasingly confident, courageous, disciplined, optimistic, resilient, persistent and effective both professionally and personally. As a result, they live healthier, happier, more balanced lives and this, in turn, has a far-reaching ripple effect-on personal relationships, on families and throughout entire teams.

As a psychologist, keynote speaker, author and trainer, Maria Arapakis has been serving direct selling clients for more than 16 years with convention programs. She has recently launched an online, private-label Dream-Driven Leadership® curriculum. Visit www.DreamDrivenLeadership.com and www.MariaArapakis.com. For more information, contact Maria at info@DreamDrivenLeadership.com.