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Who's Thirsty for Your Product or Service?
As a direct sales trainer, companies hire me to
present to their company, and
when I ask them, "Who is thirsty for your product?" the audience, in
unison, answers: EVERYONE!
That's when my job begins as I explain that "everyone is not thirsty
for everything."
So, how do you find out who is thirsty? Classify and Invite!
Classify: If I were selling freshly-squeezed Lemonade, which of
the following groups do you think would be the most thirsty:
● Runners who have just completed a marathon
● Passengers on an airplane
● Vacationers sunning on a sandy beach
● Patients who have just had their tonsils removed
If I had only one group to choose from, I'd go to the beach. Sun and
lemonade just go together, because citrus drinks quench the thirst of parched,
dry throats.
Passengers on an airplane would be my second choice. The dry air in
pressurized cabins makes one very thirsty! Further, while some
airlines offer complimentary beverages, they are usually carbonated.
Lemonade--especially freshly squeezed would be a refreshing option.
The marathon runners need hydration is a huge way. However, water or a
beverage like Gatorade® is best to replenish the liquids they need.
Patients who have had surgery on their throats do need liquid as well.
However, the acidity of the lemonade would probably do more harm that
good. I'd need to be a Popsicle® vendor to satisfy their
needs.
Invite: In these examples, I've judged what people in the
classifications might be thirsty for. I'll never really know until I
ask the individuals what their preferences are.
Let's TWIST this to fit your direct-sales business:
Classify the groups of people who are most likely to be thirsty
for your direct sales product or service. If you market scrapbooks,
find people who own cameras and take pictures.
If makeup is your direct-sales line, look for people who are planning
a special event (for example, brides). Direct sales consultants who
specialize in kitchen tools and accessories might first approach
people who collect cookbooks before attempting to market to anyone
else.
Once you've identified these groups of people, individually ask, or
invite, each to find out about buying or selling your direct sales
items.
You'll never know if they're thirsty until you ask!
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