Chuck’s MLM Weekly Wisdom # 73
Dear Network Marketer:
I hope you are happy, healthy and well. Welcome to this week’s edition of Chuck’s MLM Weekly Wisdom. The theme for the week this week is RETAILING. I hope you find the information helpful.
# 1 Identifying Your Target Market
Every business has a TARGET MARKET. If everyone is a prospect, no one is a prospect. Starting today, you need to take out a pen and paper and put some serious thought about who your target market is. What do they have in common? What do they do for a living? What are their race, religion and gender? What magazines do they read? What websites do they visit? Where do they work? How much money do they make? What are their hobbies?
If you already have a bunch of customers, I suggest you do a survey of your BEST customers to get this information. Offer them a free product or a cash incentive in exchange for providing you this information. Collect everyone’s information, compile the results, and look for similarities.
This will give you ideas about exactly who is your best demographic to focus on. You can then advertise in relevant magazines and websites and publications to find more customers within the same demographic. You could also rent mailing lists to find more customers. Or, you could determine which networking groups are the best ones to participate in.
If you don’t have any customers yet, you will have to do a little bit of guess work. You could try to get this information from someone in your upline, if they are willing to help you out. If not, you are going to have to take your best shot at determining who they are.
Keep in mind that your target market is best described as someone who is already buying a similar product, who has the desire and money to do so.
# 2 What to Say to Potential Customers
Never just try to sell something to someone. When you do that, you are a salesperson. Your real objective is to be a consultant, instead of a salesperson. This means you take the time to find out if the person you are talking to has a NEED for what you are offering. If they don’t, don’t try to make a sale.
Ask people qualifying questions. Here’s an example. One of my company’s product lines is weight loss. When I am talking to someone I try to find out if they are trying to lose weight. I ask them what weight loss programs they are doing right now and what they have tried in the past. I ask them how those programs are working out for them. I ask them if they are open to trying new products. I ask them how much weight they want to lose.
Depending upon their answers, I let them know about my weight loss products. I normally just say “if I could show you a product(s) that would help you lose some weight, would you be willing to take a look and try it out?” If they say yes, I send them the information. If they say no, I let it go and look for someone else to talk to.
Ultimately, you are looking for people who are open minded and are in the market for what you have to offer. That’s why you want to focus on people in your target market.
# 3 Things to Do When You Get a New Customer
The first thing you should do when you get a new customer is introduce them to your auto-ship program. Don’t pressure them into doing it, but let them know the benefits of doing it. You might also want to recommend a few of your favorite products.
In addition, give them some product brochures or catalogs for review. You might even want to give them a few samples of different products to try. Additionally, you should write each new customer a handwritten note.
It might also be in your interest to introduce them to some of your other happy customers.
# 4 Providing Great Customer Service
Here are some simple things you can do to provide great customer service with your retail customers:
Do a care call once a month – Make a care call once a month to see how the person is doing. Ask if they are enjoying the products and see if they have any questions or need help with anything.
Send a monthly newsletter – Do a monthly newsletter and send a copy via the postal service to every single customer every single month. This is hands down the most important thing you can do. Your newsletter can talk about additional products and services, special promotions, events, etc. Do NOT send an email newsletter. You want to do a real one.
Send free samples – Don’t be stingy with samples. Whenever a new product is introduced by your company, send out some free samples to your customers. Every time you communicate with your customers face to face, give them a sample of a product they haven’t tried yet.
Send handwritten notes – Every time a customer reorders, take 30 seconds and write them a personalized thank you note, thanking them for doing business with you.
Offer periodic discounts and promotions – Offer incentives and discounts from time-to-time, to get people to order more, or try out new products.
Have a customer appreciation day – If your customers live in the local area, do a customer appreciation day once or twice a year. Invite everyone over and have a BBQ or potluck.
Create a VIP Program – Create a VIP program for your good customers. Do some kind of incentive if they order a certain amount of products they get a free gift, or if they order so many consecutive months, they get a prize. Take extra good care of your really good customers.
# 5 Getting More Referrals
Getting more referrals from your customers should be your primary objective. Referrals are the simplest way to get more customers and make more money in your business. That being said, you typically won’t just land a bunch of referrals by accident. You need a game plan.
Here are some things you can do to get more referrals from your customers:
Create a referral program – One of the simplest things you can do is create a referral program. Offer a CASH bonus to any customer who refers someone who becomes a customer with you. Determine how much a new customer is worth, and pay the person who referred you the new person the profits from the first sale. I’ve found that $20 to $50 per referral is a reasonable amount and makes the customer who gave the referral very happy.
Ask for referrals – If you don’t ask for referrals, you will never get them. When you are talking with customers, you want a simple statement you can ask them, such as “who is one person that you know of that would enjoy this product?” You could also ask them “who are three people you know who would enjoy our product line?”
Provide great customer service– We covered this step earlier, and it’s worth saying again. Treat your customers like family, like gold. Go the extra mile and do the things that most businesses don’t do.
Offer to do a home party – Offer to do a home party with each customer as a way for them to make some extra money, get some free products, or just have fun. Not everyone will let you do this, but many of your customers will if you ask them.
# 6 Retaining Your Customers for the Long Haul
Finding new customers will make you money. Retaining your customers for long periods of time will make you rich. You want to treat your customers very well and provide great customer service. Having someone just order from you one time is a waste of time and effort. You want life-long customers.
Here are some things you can do to retain customers.
Become friends – There’s nothing wrong with becoming friends with your customers. I think this is a wise business move. If people are friends with you they are much less likely to take their business elsewhere.
Stay in touch frequently – Most businesses lose most of their customers because they do a crappy job staying in touch. Most businesses go the extra mile to OBTAIN a customer, but as soon as they make a purchase they abandon them and move on to the next person.
Over-deliver – Do the little things that most businesses don’t do. The little things make the difference. Think about how you like to be treated and make sure that your customers get a good experience when they shop with you.
Nail the customer service – If you mess this up, your customers will disappear. Make sure that good customer service is your mantra.
# 7 Upgrading Customers into Distributors
First off, never pressure anyone into being a distributor. A customer is better than a distributor as I see it. A customer provides you a retail profit and requires a lot less coaching, training, mentoring and babysitting than a distributor does. So if someone just wants to stay a customer, be grateful.
That being said, many happy customers will naturally want to recommend the products or services to others, and eventually build a business of their own. The real key to success is don’t rush it. Sometimes, someone will be a customer for several YEARS before they make the decision to be a distributor. Let them develop in their own time.
I suggest you stay in touch with each customer, find out what products they like the most, and show them how simple it would be to save money as a wholesale buying distributor. You could also show them how simple it would be to make enough to get their products for free each month.
Also, you can offer to place anyone they refer to you ON THEIR TEAM, so they get paid from it. That is what I have found to be the most effective. If someone is already giving you referrals, offer to do that for them.
Once a customer has ordered for three consecutive months, ask them if they want to upgrade their membership. Once again, do not pressure them, but let them know what is available. Many will take advantage of the opportunity to save additional money and even make money. If they say NO, thank them anyway and be grateful you have them as a customer.
Thanks for reading this week’s edition of Chuck’s MLM Weekly Wisdom. If you have questions or would like to chat, you can call me at (352) 503-4816 or you can send me an email to email@example.com. Have a great week.
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Chuck HolmesWebmaster, OnlineMLMCommunity.com
Phone: (352) 503-4816
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