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? So we developed 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?
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 think it would be to the tune of more than 800? 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 how to stand out online by creating curiosity posts and why branding yourself is essential 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.
We understand that 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, customers are not financially rewarded for using the product or service, right? Sure, they earn some free products — 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!), and the motive is generally financially driven.
This is not a bad thing.
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. The bottom line is 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.
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, so they quit.
A shocking stat for you is that most distributors’ business life cycle is 89 days before they throw in the towel. 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 recruiting focus in our industry.
This is why I believe heavily in 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?
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 making new connections and answering product-related questions.
Most compensation plans out there … pay a decent amount of 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 Reels and Facebook Live Videos. As a result, she has decided to buy your entire coffee package. It includes some coffee, a couple of supplements and a cool mug.
Naturally, you thank her.
And, you know from your own experience that the products work best with a frother, so you mail one out to her about 20 days later with a thank you card. She loves the products as much as she hoped and continues to use them daily.
The next thing she knows, your small token of appreciation arrives in the mail, and she starts to tell everyone about the products and how exceptional your customer service is!
It is also probable she will make a social media post about it in today’s world—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 can receive these products.
Joanne can do one of two things;
- Send them all your links, and BOOM; customers are rolling in for you — or,
- She inquires how she 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. Some people don’t want to build a business, but they want the products.
There is no rush if you are in this for the long haul, and there are plenty of Joanne’s around — looking for you.
Creating a culture of customers in your business will help your business grow and 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 salesperson by trade — stop trying to be one!
Be you – Authentically you.
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