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DO YOU GIVE YOUR CUSTOMERS ENOUGH INFORMATION TO WORK YOUR PROGRAM? and *Of course you do _ right? Check again! More often than not I have watched *people join a program, receive a camera-ready circular and are expected to *know what to do with it. While the originator of the program knows exactly *what to do, most of your customers do not. What may seem like common sense *to you is not as understandable to others who purchase it. and *Every program you sell should come with an instruction sheet. Just like any *product you purchase will come with an instruction sheet. It just makes *good business sense to include an instruction sheet or booklet with anything *you sell. and *Guess what? This sheet or booklet can be used to YOUR advantage. *By explaining step-by-step how the program works, what it's goals are, the *benefits of working it and what steps to take in order to work it properly, *you can offer different options to your customer to help them. If you supply *camera-ready circulars, you could offer to print copies, supply pre-printed *envelopes and mailing list names for an additional price. This is called *"back-end" sales. and *And if you don't provide these items, you can find a wide range of mail order *dealers that can. Hook up with a good supplier who will reduce their prices *slightly so you can make a profit and send orders directly to them from your *"back-end" sales. This little bit of extra money is what helps your program *become more financially solid. and *One problem that so many programs fail is because they are not managed and *structured properly. Remember the old saying: "A 3-legged stool is not *easily broken?" It's true. The more "branches" you have in a program that *generates some cash flow the better. DON'T get this confused with *nickel-and-diming people to death. Just give them the product they pay *for and offer them extra products they can purchase that compliments what *they already have. and *One of the biggest mistakes you can make when you are the Prime Source of *any program is to promote the program your dealers are also promoting. *Instead of it bringing in more money it has the opposite effect _ it *destroys the program! and *Let's say that Melanie joins Jeff's program. Jeff is the Prime Source and *provides Melanie with a camera-ready circular with her name on it. Melanie *begins printing and mailing the circular in her own mailings but one day *she spots Jeff advertising his own circular in a tabloid. What does Melanie *do? She STOPS mailing her circular. Why? Because Jeff looks like a greedy *dealer who is after all the profit. Jeff is only giving Melanie 50% when *people respond to her circular and Jeff gets 100% if people respond to his *circular. Also _ Melanie does not want to be in competition with Jeff and *drops out of the program. It's not fair to Melanie. and *And what happens to Jeff's potential income when all his dealers see the *circulars with his name on them? You got it _ they all drop out. Now what *happens to Jeff's income? Right again _ it drops considerably! and *Instead, Jeff should pick out a few of his dealers who are trying their *best to make money with his program and offer to mail pre-printed circulars *for them free of charge. Remember that Jeff is making money from every sale *generated by his dealers, so by promoting his own product he is still making *money. Besides _ if he helps his dealers make a few dollars, what will his *dealers do? That's right _ they'll keep participating in Jeff's program and *most of them will re-invest the commission money they make into printing *and mailing more of them. and *Also, when they begin to make a little money, they will tell everybody they *know what a wonderful program Jeff has. And guess what? Jeff will get more *dealers promoting his program _ which means more money for Jeff in the long *run. Jeff's a success because he made his dealers a success. and *And finally _ Jeff's reputation will be escalated because all his dealers *will know he's an honest guy to do business with. Guess what? Jeff's business *income increases! Not just because of the program but because people are *interested in other things Jeff sells. and *It's only good business sense to help your dealers by providing them with *tips and information to work your program. Sure, there will always be people *who buy into your program and not work them _ but you'll lose a lot more *money if you step on their toes and become their competition! Be wise! and and |
