Direct Selling Does it Leave You Cold?

Unless you are a certain type of outgoing, naturally effusive personality who takes rejection in their stride, direct marketing can seem like one of the worlds biggest nightmares..

Many of us are a bit of a paradoxical mixture of personality types, for example how often has someone told you that you could sell snow to eskimos even though the thought of standing face to face with someone with the sole goal of selling them something, leaves you stone cold and frozen with fear? (That’s how it used to make me feel & I don’t like to think I am alone there :) , yet most of my friends tell me I have the gift of the gab and could sell snow to eskimos..)

See direct marketing is about being able to present something in such a way that the person you are speaking to buys it, this could be a product or a concept. How often have you had to make a presentation about a concept, in effect selling it to your audience despite their natural resistance to it? That used to happen to me all the time when I was a senior NHS employee and I never failed to know what was going to bring people along with me, put me in a room with someone that I had to sell a specific type of health product to though and I was jelly.. What created the difference?

For one thing I was an expert at MH policy at that time, I knew my job, I knew what was necessary in terms of being able to implement the latest government policies and most importantly I knew what was happening on the ground and what the difficulties were going to be in implementing the new policies. This enabled me to think ahead and plan ways to overcome the implementation difficulties before I even spoke to staff to present them.

This is the reason that you will be told over and over, it is necessary to be an an expert in your chosen field in order to be successful in attracting people to you, whether that is to sell them a product or to sell them a concept. You need to know your stuff, be confident about what you know and present it in a way that is unique to you.

Now we can’t all be experts overnight but if you are going to become one, you need to use the product, get to like it and believe in it’s worth, learn about it and be able to explain what it is that you like most, what are the biggest benefits that you have found with it.

Then go out and identify the market of people who are looking for the same things that you were looking for when you started using this product. Those are the people who will want to buy your product and they are the people who will believe and trust in you because you now have the experience that they lack with this product.

Your belief and genuineness will convince them, you will have the right level of conviction in your tone when you speak about it and they will hear that and respond to it.

Still not everybody is going to buy from you but this will help to ensure that enough people do, so that your confidence and presentation skills grow rather than wither and die because you are simply pitching in an unconvinced, uninformed manner to a market that could care less…

Believe it or not, once this starts to happen, word of mouth will kick in and the people who bought from you will start to recommend you, that means that others will come looking for you and identify themselves as being your new target market and so the cycle continues.

Maya Angelou said that:

“Courage is the most important of all the virtues, because without courage you can’t practice any other virtue consistently. You can practice any virtue erratically, but nothing consistently without courage.”

It takes courage to do something different, to learn a new skill or to learn about a new product enough that you can discuss it knowledgeably and help your customers to see how it will benefit them, without trying to force it upon them. It takes courage to approach people in a direct selling situation but we all have the capacity to do it if we just want to enough.

If you have picked a direct selling business and you are struggling to use these techniques, be courageous, take the first step, learn all you can about your business, ask questions so that you feel comfortable with the majority of queries that your potential customers may have for you.

Get back in touch with your reason for joining this company in the first place, let that emotion wash over you and rejuvenate your desire to achieve your goal, recognise and give reign to your ‘why’.

Find your niche market who are looking for what you have and go talk to them, you’ll be amazed at the results.