The 20th Time's a Charm

Thanks to our own Peggi Billman for sharing this great article with me. It came from a newsletter by Linda Gerloff at http://www.blueflute.com.

Have a great SPA weekend -- be sure to watch for results from our Booking Blitz coming soon.

--Wendy

The 20th Time's a Charm

You know all those “No’s” you get? When you ask for a booking and they look at you like they are trying to figure out how to let you down easy?

It is said that most sales people give up trying to make their sale after the first or second “No”. But the successful sales person asks at least 9 – 12 times!

The following is a timeless demonstration of what a potential buyer goes through in the process of deciding to purchase a product he sees advertised in the paper. You’ll notice that the wording sounds old-fashioned. This is because it was written in 1885. But the idea rings true. Read it and think about how it applies to you personally.

It really is true. We all do this!

1. The first time a man looks at an advertisement, he does not see it.
2. The second time, he does not notice it.
3. The third time, he is conscious of its existence.
4. The fourth time, he faintly remembers having seen it before.
5. The fifth time, he reads it.
6. The sixth time, he turns up his nose at it.
7. The seventh time, he reads it through and says, 'Oh brother!'
8. The eighth time, he says, 'Here's that confounded thing again!'
9. The ninth time, he wonders if it amounts to anything.
10. The tenth time, he asks his neighbor if he has tried it.
11. The eleventh time, he wonders how the advertiser makes it pay.
12. The twelfth time, he thinks it must be a good thing.
13. The thirteenth time, he thinks perhaps it might be worth something.
14. The fourteenth time, he remembers wanting such a thing a long time.
15. The fifteenth time, he is tantalized because he cannot afford to buy it.
16. The sixteenth time, he thinks he will buy it some day.
17. The seventeenth time, he makes a memorandum to buy it.
18. The eighteenth time, he swears at his poverty.
19. The nineteenth time, he counts his money carefully.
20. The twentieth time he sees the ad, he buys what it is offering.

Thomas Smith of London wrote this list in 1885!

When you ask for a sale, booking or recruiting appointment and you get a “No”, think of this demonstration. You will understand the “No” isn’t as much about you or your product as you might think!

Your job, then, is to find as many ways as you can to present your offer to your future hostess or recruit. Remember, your goal is to place yourself, your product and/or your opportunity in the mind of your prospect as many times as possible.

For example, you could expose your client to your offer in the following ways:
1. By Mail: Spa Invitation
2. Phone: Reminder call a day before the spa
3. In person: at the spa, as the presenter
4. In person: at the spa, during your one-on-one with each guest
5. Mail: Thank you card for attending the spa
6. Phone: Follow-up to check on how she likes her new products
7. Email: Weekly skin care tip
8. Email: Weekly skin care tip
9. Email: Weekly skin care tip (you get a lot of mileage from this one)
10. Phone: She calls you for a reorder
11. In person: You deliver her product
12. Phone/Email: Follow up on her newly delivered product
13. Email: You announce that a Client Connection mailing will soon appear in her mailbox
14. Mail: Client Connection mailing
15. Phone: Client Connection mailing follow-up
16. Email/Phone: You announce the recruiting special
17. In person: recruiting interview

You can see how each little touch accumulates. This is a sample. You can include other exposures, as well, such as sale announcements, open house invitations, etc. Just ask your imagination and creativity (and your director) for ideas.

The bottom line is that with repeated exposure, over and over, you eventually become an established trusted expert in your clients’ minds.

This is how you acquire ‘customers for life’.

By laying your groundwork this way, carefully over a period of several months, your clients will be primed for joining your team. This isn’t to say that every client will join, because becoming a consultant isn’t the right choice for every one, all the time.

But, you will like your results. You will be better able to recruit from your client base and your reorder business will boom.

Give it a try and let me know your results! What are your favorite techniques for increasing your rapport with your clients? Send me a note at Linda@BlueFlute.com I’ll pass on your ideas so that everyone will benefit.

[You can post your ideas and good news in this area in the comments here on the blog as well -- Wendy]