I’m back to talk more about the marketing game…
What makes marketing as a direct sales business owner different than traditional businesses is that most, if not all, of your marketing will be done face to face with potential customers and recruits. Instead of putting commercials on TV and radio, you’re asking people directly if they’re interested in what you have to offer. That’s both good and bad.
The great part is you have a unique opportunity to build rapport, create connections, and let people know you as a person before selling your products and offering them the business opportunity. That will always, always, always produce better results than cold marketing, where the prospect doesn’t get a chance to meet the salesperson or really know the product.
The only bad part, which causes most direct sales business owners to get frustrated and question their own abilities, is the fact that you experience all the no’s firsthand. The reason this causes so much pain for people is they think the prospect’s ‘rejection’ is somehow a statement about them personally. Wrong.
Remember, most people say no because they’re not looking for what you’re offering. Nothing more. You shouldn’t decide to stop making it available to those who are looking.
But understand all businesses will get way more no’s than yes’s. That’s part of the marketing game, and you can’t change the rules. The best direct marketers in the world usually get far less than a 10% positive response. And they’re rich! They just keep on marketing until they get what they want (catch the message).
So if you’re experiencing more rejections than yes’s, get excited! That means you’re in business. Nothing more.
Plus, you learn more with the no’s anyway. They cause you to get better as a business owner, a marketer, a mentor, a leader and a person. That’s a win-win!
Yes’s build your business; no’s build your character.
Back to marketing percentages:
Most of the people I coach tell me they get anywhere between 1-out-of-2 to 1-out-of-5 ratio in most areas of the business. So 1 out of every 2 booked appointments will hold, 1 out of every 5 individuals you share the business with will recruit into it, etc. Understand from a marketing perspective, those ratios are PHENOMENAL!
But even if yours are not that good – let’s say your ratios are 1-out-of-10 in every area, you’re still above the curve for most businesses. Just keep doing the activities that lead to results until you get the results you want! That’s it.
Marketing is not an emotional game until YOU provide the emotion.
The reason this is a hugely important concept is that most people internalize their selling and sharing results, compare themselves to the top direct sales people in their company, and beat themselves up for not being better. And most of us don’t even realize how great our results truly are!
So, if you’re in that category, stop beating yourself up and just keep doing the activities that lead to results until you get the results you want. It is one of the major keys to success in anything you’ll ever do.
