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.
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.
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
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.
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.
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!
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
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!
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.
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
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.
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!
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