I am reading a book by Bob Burg and John David Mann. It highlights a classic mistake made in the direct selling industry. We concentrate too much on the product or business model we’re sharing. I can’t tell you how many times presenters have tried to get over my sales resistance by telling me their product of business model “is nothing like those guys!” “Our vitamins are purer, our reimbursement plan is simpler, and our delivery is quicker….”
Reading Bob Burg and John David Mann always inspires me. If you haven’t already read The Go-Giver or Go-Givers Sell More, put them on the top of your list. I was just reading a chapter of the latter book where the authors make reference to a word attributed to Alfred Hitchcock; the MacGuffin.
The idea is that in every movie or work of fiction, the hero is trying to attain something, whether it be First Prize at the Spelling Bee or an Olympic Gold Medal. That’s the MacGuffin. But regardless of which MacGuffin the hero aspires to, the value isn’t in that actual item. It’s in the person he or she becomes while acquiring it.
Don’t Assume Your Direct Selling Business IS Better
First of all, it’s a fundamental lie, unless you know for sure how those other direct selling businesses work. I have a HUGE problem with sales distributors building their products and services up at the expense of other companies that they don’t really understand. Stop pretending you know what makes your company unique, stop taking your companies word for its superiority, and stop telling people how much better you are than others in the field. You don’t know that, we know you don’t know that, and it lowers your credibility when you pretend you do.
Many Good Direct Sales Products
Second, it doesn’t matter. News flash: There are a lot of good products and direct sales companies out there. Your job isn’t to prove to me that yours is the best or that there’s stinks. Your job is to show me why you and I would be a good fit. You don’t do this by trying to show me that any other company I sign with would be a colossal mistake. You do it by showing me why I’d ENJOY working with you.
“Steve, there are a lot of great companies out there with terrific, safe, non-toxic products and a first-class compensation scheme. Let me tell you how we do business, and why I enjoy being associated with XYZ Company. If these things resonate for you, you may want to check it out too!”
Don’t Make The Direct Selling Mistake
| As my Grandma Flo used to say (and she was the BEST grandma…much better than yours…how does THAT feel?), “Be a Mensch!” |  |
That means, be a person of character. Be a person of character and do not make the direct selling mistake. Sell by connecting and inspiring, not by scaring, demeaning and intimidating. Sell the merits of your business, but don’t pretend or be deceived into believing you’re the only one who can provide them. Present your MacGuffin knowing that it’s not the product they’re buying…it’s YOU. So be worth buying!
Direct Sales Training
Dr. Steve provides training to direct sales teams on how to clear mental roadblocks so that they can take action to propel themselves and their sales teams toward their goals through the process of overcoming what is holding them back. Learn more about the book, UnHypnosis or invite Dr. Steve to one of your sales training events.
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