DO YOU GIVE YOUR CUSTOMERS ENOUGH INFORMATION TO WORK YOUR PROGRAM?
Of course you do -- right? Check again! More often than not I have watched
people join a program, receive a camera-ready circular and are expected to
know what to do with it. While the originator of the program knows exactly
what to do, most of your customers do not. What may seem like common sense
to you is not as understandable to others who purchase it.
Every program you sell should come with an instruction sheet. Just like any
product you purchase will come with an instruction sheet. The blow dryer
for my hair even came with an instruction sheet and who doesn't know how to
operate a blow dryer? It just makes good business sense to include an
instruction sheet or booklet with anything you sell.
And guess what? This sheet or booklet can be used to YOUR advantage. By
explaining step-by-step how the program works, what it's goals are, the
benefits of working it and what steps to take in order to work it properly,
you can offer different options to your customer to help them. If you
supply camera-ready circulars, you could offer to print copies, supply pre-
printed envelopes and mailing list names for an additional price. This is
called "back-end" sales.
And if you don't provide these items, you can find a wide range of mail
order dealers that can. Hook up with a good supplier who will reduce their
prices slightly so you can make a profit and send orders directly to them
from your "back-end" sales. This little bit of extra money is what helps
your program become more financially solid.
One problem that so many programs fail is because they are not managed and
structured properly. Remember the old saying: "A 3-legged stool is not
easily broken?" It's true. The more "branches" you have in a program that
generates some cash flow the better. DON'T get this confused with nickel-
and-diming people to death. Just give them the product they pay for and
offer them extra products they can purchase that compliments what they
already have.
One of the biggest mistakes you can make when you are the Prime Source of
any program is to promote the program your dealers are also promoting.
Instead of it bringing in more money it has the opposite effect -- it
destroys the program!
Let's say that Melanie joins Jeff's program. Jeff is the Prime Source and
provides Melanie with a camera-ready circular with her name on it. Melanie
begins printing and mailing the circular in her own mailings but one day
she spots Jeff advertising his own circular in a tabloid. What does Melanie
do? She STOPS mailing her circular.
Why? Because Jeff looks like a greedy dealer who is after all the profit.
Jeff is only giving Melanie 50% when people respond to her circular and
Jeff gets 100% if people respond to his circular. Also -- Melanie does not
want to be in competition with Jeff and drops out of the program. It's not
fair to Melanie.
And what happens to Jeff's potential income when all his dealers see the
circulars with his name on them? You got it -- they all drop out. Now what
happens to Jeff's income? Right again -- it drops considerably!
Instead, Jeff should pick out a few of his dealers who are trying their
best to make money with his program and offer to mail pre-printed circulars
for them free of charge. Remember that Jeff is making money from every sale
generated by his dealers, so by promoting his own product he is still
making money. Besides -- if he helps his dealers make a few dollars, what
will his dealers do? That's right -- they'll keep participating in Jeff's
program and most of them will re-invest the commission money they make into
printing and mailing more of them.
Also, when they begin to make a little money, they will tell everybody they
know what a wonderful program Jeff has. And guess what? Jeff will get more
dealers promoting his program -- which means more money for Jeff in the
long run. Jeff's a success because he made his dealers a success.
And finally -- Jeff's reputation will be escalated because all his dealers
will know he's an honest guy to do business with. Guess what? Jeff's
business income increases! Not just because of the program but because
people are interested in other things Jeff sells.
It's only good business sense to help your dealers by providing them with
tips and information to work your program. Sure, there will always be
people who buy into your program and not work them -- but you'll lose a lot
more money if you step on their toes and become their competition! Be wise!
