In our current environment, today’s consumer has these things in common when it comes to attending a “party”:
- They think that they are too busy
- They don’t have time or money
- They think that they are going to be pressured to purchase
- They do not have an experience with a contemporary Direct Sales company, so there may be an out-dated stereotype
- They do not want to be “recruited”
Do you have a compelling “commercial” that counters the objections that I listed above that you can use to create interest for your potential new Host? If you don’t, you need one…and one that rolls off your tongue like your name. This goes back to the blog that I wrote a few weeks ago about understanding your Mission, your Vision and your Competitive Advantage.
Maybe your commercial would sound something like this, “Everyone deserves to take 1 hour out of their stressful day to relax and be pampered. As the #1 premium Spa brand, I would love to have the opportunity to treat you and your friends to a complimentary Spa experience. In our initial Spa, you and your guests will receive a Spa Manicure, a personalized Spa facial using your own skin care prescription, an anti-aging treatment of your choice such as our incredible Instant Facelift Treatment. I always like to end our Spa with time to relax and be pampered with our amazing specialty Spa products. I also have a menu of additional Spa treatments and Spa themes that we can use for future Spa appointments.”
When the Host fully understands that the Spa is a complimentary premium pampering experience that she can offer her friends, she is more likely to be more committed to the event. I might be less committed to a makeup party, but there is NO WAY I am going to miss a Spa appointment.
Did you pick up on the key buzz words that I used?:
- 1 Hour
- Pampering
- Premium Spa Brand
- Complimentary
- Prescription
- Future Spa Appointments
In short, my commercial told you I was going to offer you a premium, complimentary and pampering Spa experience, that was going to last about an hour and I was going to get a manicure and a facial using my very own skin care prescription. WOW…that’s pretty cool…This doesn’t sound like my mom’s “party”. In addition, I set the expectation for future business. I just countered every objection and set the expectations for the event. Everything is about positioning…EVERYTHING! Make sense?
Now, I challenge yourselves to ask these questions. They aren't easy questions, and you don't owe me an answer unless you want to give it to me; however, you do owe yourself an honest answer:
#1: Do you have a clear and concise "commercial" that tells a prospective Host what to expect when they Host a Spa with you? Do you paint a vision that creates anticipation for them to attend and invite their friends?
#2: Have you "Branded" your Spa? What does that mean? Close your eyes and imagine your Spa is an actual place, a building or a storefront. What does that look like? Let's call that your "Dream Spa". What kind of treatments would you offer? How would everyone be dressed that worked there? What would your shelves look like? What kind of products would you sell? Now, open your eyes. Does the Spa experience that YOU offer the guests at YOUR Spa fit the image of your Dream Spa? Do you offer the clients at your Spa the same treatments or sell the same products as you would in your Dream Spa? Would a client who received a treatment at your Spa today leave with the same feeling as they would leaving your Dream Spa? Do the materials that you use, (Spa Invitation, Postcards, Set Sheets, etc.) look like something that would be sent from the Dream Spa?
Your Dream Spa should be an aspirational image of how you feel about yourself and the feeling that you want to give to anyone who attends the Spa you have today. It is how you feel about yourself and how you...now listen carefully...EXPECT others to feel about your business.
#3: Do you believe that your Host is doing you a favor by hosting a Spa for you, or do you believe that you are doing your Host a favor by offering her the opportunity to book a Spa?
This is a VERY important and insightful question, because it speaks directly to your pride, your confidence and your conviction in your business. The correct answer is that YOU are doing your Host a favor by offering her the benefit of your service. YOU are providing an in-demand, pampering Spa experience for her and her friends that is absolutely complimentary. YOU are providing a service and helping to create customized skin prescriptions and fool-proof color cosmetic options for your Host and her guests.
If you answered "NO" to the first two questions and you don't have the confidence in yourself when it comes to sharing your Spa experience, then what is your action plan to ensure that you are postured for success? Success isn't an accident and it comes through careful planning and setting goals. Once you have a clear direction, you will be amazed at how things start to click and your business starts to take on a new momentum. When you love what you do, others will love it with you!
I hope you have a great week. Be sure to check back next Monday where our topic will be "Making your Host your Business Partner".
Ciao!
