Retail
Advertising Campaigns
Here are some advertising tips to get that
phone ringing and the orders coming in:
1. First of all, turn to your acquaintances, family and
friends. COI - your circle of influence. Create a list of
your COI interested in losing weight and improving their
general well-being.. Don't pre-judge, try to meet with each and
everyone of them as you can always get referrals whether they
buy or not.
2. But one of the major sources of new customers are referrals
by satisfied customers.
3. The Total Plan works well for getting customers,
making the sale and getting referrals.
4. Have the right working tools – cell phone , daily
organizer, Pitch book, business cards, flyers, surveys,
brochures.
5. Be honest –don't promise more than a 3-5 kilo weight loss
per month. Work out how long they need to be on the
product. How to lose weight safely and learn to
maintain the results.
Business Management
1. Keep records of your and your customers'
products. Keep constant records of your stock, know beforehand
what products you might need in order to service your customers
on time.
2. Have your own stock and do not procrastinate. Based on the
forecast of your next 6 months sales (see example in the next
page), take care to keep enough products in your home
warehouse. Never spend your capital outlay from your turnover.
Re-invest this “seed” money into products again and again as
your product requirements can increase very rapidly in this
business.
90
Day Plan
Choose from the following to get your phone
ringing and commit to a 90 day plan.
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THE “BUTTON”
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WEAR THE BUTTON! Use the ‘Lose Weight Now Ask Me How' button
that came with your business pack. (IBP). This is your
shop front so wear it every day.
Some people say, “Oh, I feel so foolish wearing a button. 1
just can't do that.” However, when you first came into this
business, you were asked if you were teachable. You said you
were! You were asked if you are willing to duplicate successful
people's actions. You said you were. WEAR THE BUTTON! It gets
easier to do with every sale you make that was generated by
wearing that “silly old” button. Think of it this way. It's not
just a button. It is a R30,000 a year button. Because that is
the business than can be generated just by wearing the “silly
old” button. You must also learn to lead by example. If you
have a new distributor with very limited resources, you would
advise them to do all the cost-free methods of getting
business. How could you possibly understand the power of the
button if you are not experiencing it for yourself? Wear The
Button!
Use the "Lose Weight Now, Ask Me How” button as this is
the BEST way to give people an excuse to ask you about the
products.
#### BUTTON RESPONSE PRESENTATION ####
What do you do when someone asks you “HOW?” out of the blue?
Most people's first response is, Huh?, because they usually
forget that they are wearing the button! Over time, they get
used to it and are able to respond a little bit more
intelligently.
Your response should be automatic. There are two approaches you
can take:
1. The Fast Response (you only have a minute or so). In your
own words, say something along the lines of, ‘Oh, it's so
easy!' I lost x kgs in x days and my energy went through the
roof! Why don't you write down your name and telephone number
and I will be glad to call you and explain it. What is a good
time to reach you? (If you do not have a weight loss story,
tell someone else's short testimonial). When you get home,
simply call the person and follow the retail script.
2. The Longer Response (you have a little more time to chat)
‘Are you serious about losing weight? How much do you want to
lose? Why do you want to lose the weight right now?” Then tell
your own story and one other that they can relate to. From
there you can either arrange to call them or meet with them or
if you have products in your car, bag etc, make a sale on the
spot.
3. Another suggested response - “You put the powder in the
juice, take the tablets, and eat the pizza! And I know it works
because (I lost, he lost, she lost ... give 2-3 testimonials)
and it's worked for over 25 years, on millions of people in
over 60 countries. We are now the #1 Health and Nutrition
company in the world Are you SERIOUS about losing weight?”
If they say yes ... and you both have a few minutes ... ask
these questions:
· How much weight do you want to lose?
· What have you tried before?
· Why do you think it didn't work?
Then: Pull out your product catalogue and explain the
programs. “You're going to love our program because you will
lose weight and inches while you are giving your body all the
nutrients it needs on a daily basis.
“When would you like to get started?”
If the timing isn't right, exchange phone numbers and make a
phone appointment. Call them at that time and use the phone
script.
CENTRE OF INFLUENCE (people you know)
Make a list of everyone you can think of
that needs to lose weight, gain weight, have more energy or
improve their health. Work with your mentor on the best way to
approach each of these people.
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Flyers
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The key to successful “flyering” is not only to do it
massively, but also to do it consistently. Once you have
targeted the number of flyers you need to distribute in a week
or a month, break that down to a “per day” number. There is a
pipeline effect when you distribute flyers -we have had calls
from people who held onto a flyer for three months before
calling! Compare advertising to a garden hose - when you first
turn it on it takes a little time for the water to come out the
other end. That is the pipeline effect. If you are consistent
with your flyers, you will see your response numbers increase
over a period of time, even though you continue to distribute
the same amount each day.
As an example, say that you have determined that you need to
distribute 10,000 flyers per month to generate the call volume
you desire. Assume four weeks to the month and 20 “working
days.” You will see a much better response by distributing 500
flyers for each of those 20 days than you will by distributing
2500 flyers one day per week. If you can only do 500 flyers per
week, distribute them 100 per day for each of the five days
rather than 500 just once a week. Keep in mind that lower
numbers will take longer for you to see a response, so do not
get discouraged - keep going and stay consistent! It will pay
off in the long run. As a guideline we like to see 500 - 1000
flyers distributed per day in order to generate a reasonable
response.
### Where to distribute flyers ###
Flyers can go just about anywhere you do! Full page or quarter
page flyers can be rolled up and put on house doors and town
home garages. Business card flyers on heavier card stock are
great for cars. A tip here: Do not mess with car windshields -
slip the business card flyer into the weather stripping of the
driver's side door with the writing facing inside. It's faster,
and the car owner will appreciate not having to get back out of
his/her car to remove a flyer from the windshield.
Keep your eyes open for large parking lots. With a good lot,
you can easily do 100 flyers in about 15to 20 minutes. You will
be amazed at how soon you look at parking lots in a whole new
light! Also, as you are running your day-to-day errands, park
at the far end of the parking lot. Flyer one row as you go into
the grocery store and another when you come out.
Believe it or not, public restrooms are another great flyer
location. Keep flyers with you at all times and flyer the
restrooms in office buildings, restaurants, airports, etc. We
know people that have even left flyers tucked into the airline
magazines so that they can be found. Once you become aware of
it, you will find places to flyer that you never thought of
before.
Finally, keep a supply of the Work From Home flyers with you to
use in place of a flyer when the situation warrants it. How
many times do you hear people complain about their jobs, boss,
co-workers, stress levels, etc.? That is a perfect opportunity
to hand them a flyer and simply say, “Well, I love
what I'm doing - and, if you're interested, call this
number. It can help you out of the situation you're in.” A note
of caution when distributing flyers: make sure that you are not
violating any posted regulations or littering. The last thing
you want is to have to go and clean up a couple hundred flyers
that you have just put out, so use your common sense when
deciding where to distribute them.
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Pull-tabs
#######################
Pull-tabs are simply a larger flyer with “fringed” tabs that
people can tear off and take with them. Picture a bulletin
board that you have seen and chances are it had a pull-tab that
someone put up to sell a TV, car, etc. Pull-tabs can be done
much the same as flyers - just about anywhere you go. A good
general rule is to tear off at least one or two tabs before
posting it because nobody likes to be the first one. This also
creates a sense of urgency in a potential customer because they
see that tabs are already missing.
When you are cutting your Pull-tabs, also punch a hole in the
top center. This comes in handy if you are doing bathroom
stalls and there is a hook. Some basic supplies to take with
you when distributing pull-tabs are tape, stapler and a small
container of pushpins, thumbtacks or glue sticks.
####Where to Distribute Pull-tabs####
Following is a sample list of places we have found to put
pull-tabs. Use your imagination and creativity to expand this
list.
- Bulletin Boards (college campuses, apartment complexes,
laundry rooms, grocery store)
- Mail stations at apartment complexes
- Bathroom stalls (it's pretty much a captive audience)
- Office buildings (bathroom stalls, break rooms)
- Telephone booths, Bus stops and kiosks
In general, anywhere that people either stand or walk by
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Surveys
######################
Surveys are a great way to generate qualified leads.
Common places to do surveys are health clubs, grocery store
entrances, flea markets, and even street corners if you are
feeling bold. It is a good idea to get the Management's
approval before approaching people entering or exiting a place
of business.
Surveys are also a great way to softly approach your center of
influence. Simply call everyone on your list, explain that you
have just involved with a great Health and Nutrition Company
and would they let you run through a few questions with
you. At the end always ask for referrals
Retail website
As well as your name and cell number, always try to
put on your email and website address on to everything you hand
out. For more information on websites for your Herbalife
business, go to: www.coronet.co.za
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