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Direct Sales Tips: Mine Your Diamonds For The Answers
By Jane Deuber
Mirror, mirror on the wall - which incentive plan is the most effective of all?
Granted, it's not the most scientific method of determining your course of business this year, but in this age of rapidly changing technology, fickle customer loyalty and increasing distributor expectations, more and more companies are needing to pull out all the stops in order to keep expanding in the coming years. So if you don’t happen to have a magic mirror hanging around, where can you turn for the answers?
Let’s look at the options.
Past Performance- Certainly the person who coined the phrase “the best predictor of future performance is past performance” did not live in the age of technology, where change is the norm and predictability is out the window. Executives today need to think “future focus” not pine for the good old days.
Technology - After a decade of trial and error and billions of dollars invested, direct selling companies have emerged sharper, more efficient and realistic, recognizing that technology is a tool for growth, not the end-all answer to our prayers. Your strategic plan for this year must include advancements in the area of technology, but not rely solely upon it.
Consultants - When you find one who brings a combination of practical field experience in your particular market segment (party plan or network marketing), keen business savvy, a track record of success, and the ability to translate trends into solid strategies for growth, consultants can be very valuable. However, the investment of two precious resources, time and capital, demand that the results generated are both measurable and substantial.
So what is the answer, you ask? Well, at the risk of sounding a little like the keynote speaker you paid to grace your stage at Convention… the answer is in your own back yard! The story, “Acres of Diamonds” comes to mind, about the man who traveled the world searching for riches, only to return to his home and learn that the farm he once considered useless, was home to one of the largest diamond mines ever discovered. The diamond mine that houses your gems, the answer to your question of how to grow your business, is right in your own back yard as well - your distributors!
Want the perfect location for your next Convention that will attract record numbers of attendees? Are you searching for just the right incentive that will inspire even the most seasoned distributor? Is your product line in need of a sizzle item that will boost moral and increase sales? Want to know what would inspire more people to book in-home shows or hold more interviews?
The answers to these questions, and the others you’ve pondered can be answered honestly, accurately and cost-effectively through an ongoing, well thought out Customer Survey Program.
WHO Should You Survey?
A campaign that queries all the experts: distributors, customers and hostesses (if applicable) will result in the most comprehensive data. So don’t make the mistake of focusing on only one segment of your very broad market. Surveying all groups on a regular basis will result in a constant stream of feedback, suggestions and ideas, the likes of which would impress even the most experienced industry consultant.
If you want the truth and nothing but the truth… include in your target groups inactive distributors, one-time hostesses and customers you’ve not served in 18 months. If you are willing to get a little knocked around and can separate the real feedback from the mean-spirited feedback, this is where you will discover how you can truly transform your business.
WHAT Should You Ask?
Here in lies the secret to a good customer survey – the questions.
Some traits of an effective survey are:
• Objective – The tone or nature of the questions must not indicate a preferred answer.
• Non-leading – If asking participants to select from a list of answers, the options must represent a wide range of sentiments.
• Concise – Questions must be short and address only one topic.
• Simple – Keep vocabulary simple, saving the big, impressive words for your annual report.
• Brief – The ideal survey can be completed in 5 minutes.
• Anonymous – Allow participants to offer input without concerns of negative repercussions.
For those who do not have the luxury of a department or staff person who is trained in the area of writing and conducting customer surveys, engage the services of an expert who can provide guidance. For those “do it yourself-ers”
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