Over the past year, it has become VERY clear that a “’typical” prospect for a direct selling company has become more wary (and weary) when it comes to hearing about a new business or product offering.
While a person may be open to hearing about a new way to make money or learn about a great new product that can positively impact them, they are very aware of how “real” the offer feels.
Perhaps it’s because of the unrelenting news feeds they get about how XYZ Company has taken advantage of their investors. It could be the fact that they don’t feel they can trust the biggest financial institutions in the world. Maybe they are facing numerous recalls with their up-to-now trusted auto manufacturer.
People are feeling beaten by lack of trust.
As we look around the direct selling industry, many of the companies we are seeing with the most consistent growth present themselves with a very AUTHENTIC message.
They are not talking about how to get rich quick.
They are not talking about a product that cures anything.
Instead, their message is real. It explains how a person can work hard – use a product that can positively impact them – share this message with their friends and family. And, in the end, they have an opportunity to change their lives.
Their message is enjoyable. We all want to be involved with something that looks like fun.
Their message has some aspect that allows the viewer to imagine being a part of something bigger than themselves. Corporate philanthropy is a big thing and giving people a way to participate in something that can make a difference is very appealing.
Even the videos that have been produced over the past year have changed for many companies. Instead of spending 3-5 minutes to show the hype and excitement of the business, several companies have chosen to take a little longer and let the video show an evolution of how the business or product really changed a person’s life. The product is presented professionally — backed up by evidence of why and how it can really make a difference to the viewer.
And, the videos don’t use imagery that shows someone in front of their fancy new sports car. For many people that just doesn’t seem real. They can’t see themselves achieving that. In many cases, that’s not what they want. What they want is more time with their family. Maybe a nice new Chevy. A way to pay for college education. That seems real. That seems like something that they can do.
I challenge you to consider your message…your story… is it authentic? Does your sales force have the right tools to present your company in a transparent way? What can you do better?
Have been in (and out) of the industry for 22 years and am aware of the greatness of VIdeo Plus. This article is so true in today’s world. Let’s all be authentic, get the belief system ingrained and put the fun back into this great industry!