In Direct Sales, Top of Mind Awareness Pays Off
By Lisa Young
According to Michel Fortin, brand recognition, or more specifically “Top of Mind Awareness” is critical in the ever-changing, rapidly expanding world of business, and in home-based business especially.
In Fortin’s words, “It is not so much to look for more business, but to be the business of choice… among all other possibilities”.
As a home-based entrepreneur, it is imperative to not only stand out in a field of reps selling the same products you carry, but also to encourage loyalty to your personal brand (not to be confused with your product’s brand), so that clients not only shop with you in the future, but seek you out as the preferred choice and leader in your field.
Citing National Retail Advertiser’s Council Past President Ellis Verdi, Fortin offers the notion that marketing and advertising should be designed for long-term gain, not short term profits, because ‘what most people wrongfully seek to accomplish in their promotional efforts is to obtain short-term cashflow and not long-term results… by offering sales, promotions, discounts and price reductions.’
Top of Mind Awareness takes marketing to the next level, and eliminates the need for discounts, rebates and the like. Says Fortin, “It psychologically impacts people so that the mere mention [of you] creates a need… so that one is instantly chosen when people want what [you have] to offer.”
So how do you translate that into your direct sales business?
Begin by being original. There’s something that sets you apart from everyone else in your company and your industry. Find out what that thing is. Is it superior customer service? Prompt response on email? Personal touches with every client contact? Personalized service? This is just a sampling of possibilities that distinguish you from others in your market.
For me, I became competent very quickly with my company’s entire product range. I collected notes and anecdotes about every product we carried, so that if someone asked me about a particular product, I could offer a recommendation on the spot. My clients came to know and trust that I knew exactly which of my company’s products would suit them perfectly. They never had to worry about their purchases when they ordered from me. As a result, I generated quite a bit of repeat business from customers and referrals as well. My unique selling proposition was my product knowledge.
As I mastered product knowledge, I became very proficient at creating an enjoyable presentation. I served primarily the party plan industry, so I made a point of learning from more successful reps (in other companies even), to develop what I called “the perfect party”. Just the right amount of product knowledge, salesmanship, and FUN to keep the evening light and the sales flowing in. Once I had my perfect party down cold, I had an additional component to add to my unique selling position. I was knowledgeable AND fun.
Your personal brand begins with identifying what’s unique about you. Play to your strengths and train on your weaknesses until they aren’t weaknesses anymore. There are books on every possible area of improvement, from creativity and fun to closing and upselling strategies. Be different. Find what makes you the best product your company has to offer.
Once you’ve nailed down what makes you so special, then you have to communicate it to the world.
Lisa Young researches marketing trends and tactics for the home party plan industry, particularly internet-based marketing strategies. Lisa has nearly 10 years in the Direct Sales field both as an independent consultant and trainer. Her FREE business boosting newsletter, “PartyOn!” is filled with tips, tricks and tactics for increasing booking and recruit leads. You can sign up or learn more at http://www.homepartysolution.com
Article Source: http://EzineArticles.com/?expert=Lisa_Young
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