Product, Product, Product!
By
Victoria Dohr
Sylvina Consulting

In the beginning…

Do you remember what you were doing when you first thought about starting your own direct selling business? Perhaps you were sitting on a plane, reading the newspaper at home, or talking with a friend.

You may have been thinking about one nutritional product that would help people to feel better or perhaps you selected a range of products that could be demonstrated or explained differently.

It was the product that made the wheels start to turn in your head! You could visualize consultants and customers buying your products and using them.

Next, you envisioned a highly successful and empowering income opportunity for your sales force.

But then…

For many, the focus on recruiting can pull your attention from product development and product marketing.

It’s a natural response really. You have one or more terrific products. You like the products or you wouldn’t be selling them, right? How did your focus drift away from product promotion?

This drift is common to many direct selling businesses. It generally starts when we introduce the income opportunity to others.

The enthusiasm of others is right up there with yours. People tell you they would love to sell this product for you, but they need to make great money, so you begin to look at changing your compensation plan and soon enough you are no longer focusing on the benefits of your products. The income opportunity has become the only thing to talk about!

The Product Challenge

The most successful direct selling companies have one thing in common… great products!

What makes a great product?

Great products are those that are purchased by sales representatives and by people who are not interested in your income opportunity. Great products are those that can and do attract attention without mention of your compensation plan. Truly great products can stand alone!

Skincare is an example of a product category that is product-driven; it’s a multi-billion dollar industry!

In the end…

Remember to develop engaging collateral materials that emphasize the benefits of your products and that teach your independent representatives how to offer your opportunity while discussing your products at the same time.

Product and opportunity should be offered in almost equal portions. The ideal mix is 50% product and 50% opportunity, but 40/60 or 60/40 can work well, too.

If you or your sales representatives have lost your product focus and you find that you are spending 90% of your time talking about the opportunity and only 10% on your products, perhaps it is time to revisit your beginnings. Sometimes we have to go full circle to come out on top.

If you need help refocusing, Sylvina Consulting can help you with your business plan, product development, compensation plan design, and much more. For further information, we can be reached at 503.244.8787 or by email, info@sylvina.com. Additional information is also available on our website at www.sylvina.com.

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As of September 2006, Sylvina Consulting has assisted 165 companies with business development and technology consulting services. To request information on launching or growing your direct selling company, visit www.sylvina.com or contact Sylvina Consulting directly at 503.244.8787.