Alan Luce

Years ago there was a commonly referred to business adage that went something like: “Nothing good happens in business until someone makes a sale!”  Often said to hot shot newcomers to business, the obvious truth of the phrase was intended to keep everyone in the business focused on the idea that the end purpose of all the business activity was the making of a sale of that company’s product(s) to a customer.  Everything else was irrelevant if sales were not made.

I got to thinking  about that phrase while sitting in a meeting with an excited new client group that wanted to start a new party plan company.  They had some pretty neat and interesting products to offer and a good story to tell, along with a noble mission, all critically important elements in building any successful product sales business.  However, my challenge at the moment was getting my clients to focus on the issue of making the sale.

You see, like a lot of business folks today, they were all excited about and wanting to talk about using all of the new technology based communications tools to find customers, attract hostesses, recruit salespeople and create and service on-line customer clubs.  I wanted to talk about the features and benefits of the products to go into a basic sales demonstration, while they wanted to know all about Constant Contact, IMN Party Pulse, Facebook, My Space, Twitter, on-line virtual parties, and the other social media vehicles and web-based neat stuff.

It’s easy to get caught up in all the exciting new technology based communication and service tools that we direct sellers have to enhance our business reach and opportunities today.  But all of this is as worthless as counterfeit money if a sale does not occur at the end of the process.

Our business is about teaching people how to build life changing businesses through selling. Therefore the beginning focus for any aspiring direct selling company must be: What is the most effective way to present and sell this product?  What are the features of the product and the benefits of this product for my buyer?  How do we explain/demonstrate them in quick easy to learn steps?  How do we know how many potential buyers will actually purchase the product following a demonstration?  This can only be learned by getting in front of customers and presenting the products. Unless we have some knowledge and actual experience with the face-to face selling/buying proposition, we cannot begin to fashion strategies to foster sales through social media and other non-face-to-face sales situations.

In today’s multichannel marketplace with all of the opportunities made available by the new communication tools, it is good to remember that nothing good happens in business until someone makes a sale!

Few people in the direct sales industry can match the experience, expertise and successes of Alan Luce. With over 25 years in senior management, guiding start-ups and established companies alike, Alan has met virtually every challenge a direct sales executive can face.  Learn more about how Alan can help your company at http://www.luceandassociates.com/Alan-Luce.html.