Deciding on a direct sales business was the easy part…now it’s time to market your new business and find customers. But where do you start? Finding new customers can be a daunting task if you start telling everybody you know and anyone you meet. Trying to tell everyone about your business can be exhausting.
Why you ask?
Everybody is not a potential customer – contrary to popular belief, you should not try to market your business to anyone that’s breathing or has a checkbook. In order to be successful and manage your time and marketing expenses efficiently, you really need to find a “niche” of potential customers.
Finding out who really needs or can use your product is the key to finding customers quickly. By targeting your marketing efforts to find the people who are best suited to use your products, you maximize your chances of them needing the product and therefore, buying the product or hosting a party.
For example: let’s say you sell jewelry, what kind of jewelry do you sell? Does it appeal to a younger generation or the successful business woman? Is it reasonably priced or is it high fashion and it costs a little more?
Now that you have identified what kind of product you sell, who could use it? Or a better question to ask is who doesn’t need it? When you ask yourself “who” needs your product, you are identifying a group of people who could benefit from your products and services.
Once you’ve identified who can use your product, it’s time to start making a list of people to contact. This will get you started on finding customers quickly.
You can start with the F.R.A.N.K. list: Friends, Relatives, Acquaintances, Neighbors and Kids associations. Now that you have a list of the people you know, prioritize them based on who needs your product – think about how you can make things easier for them. Identify what problem your product solves so that you can create a targeted conversation piece to introduce your new business.
Example: “Hi Sally, this is Julie. How are you doing? How are the kids? I was thinking about you today because Spring Break is coming up and I know you are going to California for your brother’s wedding. When we talked last week, you mentioned that you didn’t have any nice jewelry to wear with your dress for the dance. I thought you might still need some jewelry to finish off your wardrobe for the different events and I just started selling xxx jewelry and we’ve got some great pieces for day wear and evening wear. When would be a good day to stop by and drop off a catalog with some recommendations?”
Using this type of script helps you to introduce your new product in a way that will help the person you talked to. By offering personal shopping services to help your friend get what they need, you are offering more of a service rather than just trying to sell something.
People want to do business with people they know, like and trust. So if someone already knows you and realizes that you have taken time to listen to their needs, they will be more receptive to what you have to offer. The key to that script is personalizing it to your style of conversation and tailoring it to each person’s needs. Here are the 3 components you need:
Here are some other ways to find customers for your new direct sales business:
Erik Boh and Lynn Pistacchio are the contributors to our