Customer Focus or Recruiting Focus | Which is Better?
When most people join a network marketing company, their focus is almost instantly on ‘who they can sign up’, right? We develop this vision of growing this enormous team of distributors and somehow, the customers are left out of the equation. And so, should it be a customer focus on recruiting focus? How do you decide?
In my humble opinion, a customer focus approach builds longevity and sustainability.
Customer Focus Creates Long-Term Businesses
If you had to guess, how many network marketing companies exist in the United States alone? Would you guess it would be to the tune of more than 800? Needless to say, people like the business model. Additionally, it is a safe assumption that the ability to work from home or earn extra income is appealing to thousands upon thousands of people.
There are a few great blogs on here on how to stand out online by creating curiosity posts and why branding yourself is important on social media — and in this post I want to tailor that to customer focus and customer retention.
Because they are the ‘blood of your business’.
Now yes, we understand the larger the sales team the larger the business — however, the turnover of distributors is much higher than that of customers.
Want or Need of the Product/Service vs. the Financial Opportunity
First things first, customers are not financially rewarded for using the product or service right? Sure, they earn some free product — but overall, they use them because I love them. They purchase from you because they like you and you are solving a need they have.
Whereas, when distributors ‘join’ your business the products are appealing (or one would hope so!) but the motive is generally financially driven.
This is not a bad thing.
In fact, it is a great thing. However, recognize that the motivation is different.
Many of you, sell products that anyone can use. Products like; toothpaste or coffee, weight loss supplements or candles, energy drinks or hair care. Bottom line, they are for just about anybody.
If you are anything like me, when you find a product you love, you continue to buy it.
Over and over again.
In other words, the product is valuable to you as a customer.
Now when we are recruiting focus and someone joins you in business based on the financial opportunity — what happens when they don’t earn the income they thought they would? What if after a few months of ‘working‘ their business they decide it’s ‘too much work’? Or, they ‘don’t have time’, they quit.
A shocking stat for you is that most distributors business life cycle is 89 days before they throw in the towel. Where although we don’t have exact stats on the customer life cycle, we could estimate it would be at least 3X that (more than likely much more).
And yet, there is an abundant amount recruiting focus in our industry.
This is why I believe heavily on the customer model.
Stop Trying to Turn Customers into Distributors Right Away!
We believe, customers make the best distributors. However, have you ever had a situation where someone inquired about your products and you suddenly went into a presentation about the business side of things?
Chances are, they didn’t buy from you or join you at all. You have to meet people where they’re at. Keep this as a focal point when you are making new connections and answering product related questions. Most compensation plans out there … pay a great commission on customers — keep this in mind.
Meet Joanne — Your Newest Prospect.
She has reached out to you about the coffee company you are promoting. And, she has watched some of your posts and more recently has been tuning into your Facebook Live Videos. She has made the decision to buy your entire coffee package. It includes some coffee, a couple supplements and a cool mug as a bonus.
Naturally, you thank her. And, you know from your own experience the products works best with a frother — so, you mail one out to her about 20 days later with a thank you card. Turns out, she loves the products as much as she hoped she would and continues to use them daily.
Next thing she knows your small token of appreciation arrives in the mail and she starts to tell everyone about the products and how amazing your customer service is!
In today’s world it is also probable she makes a social media post about it too. The power of word of mouth marketing paired with social media.
Joanne has now edified the products and you as the distributor simply because you made her feel appreciated. Now, she realizes that this post she did for you has turned into a long list of people inquiring about how they too, can receive these products.
Joanne can do one of two things;
- Send them all your link and BOOM customers are rolling in for you — or,
- She inquires how she too, can be a distributor of the products.
Sounding like a win/win to me. How about you?
Now, what do you think would have happened if you had responded with the whole earn a side income pitch instead of giving Joanne what she wanted?
How many doors would you have closed?
A customer focus — and a happy customer — go so much further than people realize. Let’s be honest, some people just don’t want to build a business but they want the products. Respect that. If you are in this for the long haul, there is no rush and there are plenty of Joanne’s around — looking for you.
Being able to create a culture of customers in your business will not only help your business grow, but grow into a sustainable business.
Let your story and experience with the products do the ‘selling’ for you. Try your best, not to lose sight of that. If you are not a sales person by trade — stop trying to be one!
Be you – Authentically you.
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