UnitCoach

Much like the way “The Second Price” technique works, as discussed in “Psycho Selling”, the Second Request taps into the same psychological response, only this time with regard to a request instead of a price.

When presented with two requests in a row, particularly if the first one seems outrageous, we are more likely to agree to the second request. And the second request could very well be the one you were looking for in the first place.

A field experiment illustrated this point nicely. Some volunteers were asked to take a group of school children on a day trip to the zoo. 17% agreed.

However, when the volunteers were asked first if they would be willing to spend two hours a week tutoring the children for a year and THEN asked if they would instead, take the children to the zoo, the number who agreed more than tripled - to 50%.

Your customers and potential consultants are more likely to agree to your second request if the first request just seems too big.

“I know I’ve asked you to come in with the full star inventory of $3600 in order to really get your sales off to a good start. How about trying the $2000 package and I’ll help you run your first two classes?”

“Why not buy the Miracle Set and Color Palette so you can throw out your old stuff and start fresh with everything new? If that seems a little too outrageous, then just start with just the Day/Night Solutions and a Color 101 set.”

(This article is part of the “Psycho Selling” eBook - 21 skills of the Psychology of Selling for Women in Direct Sales. Get your copy at http://www.UnitCoach.com/shop)

Now go have a POWERFUL day!
- Ann Vertel, UnitCoach

People who are in the profession of marketing know that there are two concepts that are extremely powerful and are used almost exclusively to ensure their customers buy. Those two concepts are urgency and scarcity.

Urgency means that you create an environment that has an artificial deadline. You have seen ads for this like three day weekend sales, “this offer is good until close of business on Friday,” or the Memorial Day sale that is good only on Memorial Day. One of the best examples I have ever seen of this is done by the Girl Scouts. How many boxes of Girl Scout cookies would you buy if you could buy them any time throughout the year? Urgency is created because they are only available for a limited time, and only once a year. People buy boxes of Girl Scout cookies in droves.

Think about ways that you can use the concept of urgency when dealing with your consultants. Sending an “urgent message” email saying anybody that recruits a brand new consultant in the next twenty-four hours will win this prize. If your consultant decides she wants to win that prize, she doesn’t just have to recruit someone, she has to do it in the next twenty-four hours.

Scarcity means there is a limited number. Perhaps you have five different prizes and the first consultant who accomplishes the goal gets to pick her prize - first come, first served.

If you say you only have five prizes and they are only good for the next twenty-four hours, you have created both scarcity and urgency. Think about the ways that you can use this to your advantage with your consultants to get them to meet their goals, particularly if meeting those goals on certain days are important to you.

For instance, if you want them to bring in a new consultant, and it’s better for you if they do it in the first half of the month, then create a campaign with a limited number of prizes that will reward them for bringing someone in by the tenth of the month.

You can use the marketing concepts of scarcity and urgency with your customers as well. Create a monthly special. Have a limited number of them. Find ways to create scarcity and urgency to motivate your unit, increase your sales, and foster positive competition.

Now go have a POWERFUL day!
- Ann Vertel, UnitCoach

“Don’t wait. The time will never be just right.” - Napoleon Hill

A number of years ago, Mrs. Fields of Marshall Fields Department Stores, gave a million dollar gift to the University of Chicago. Mrs. Fields lived in Evanston, Illinois, home of Northwestern University and she had always supported Northwestern in the past. Northwestern’s President was dumbfounded that she would give such a large gift to the University of Chicago. W

hy hadn’t she donated the money to Northwestern?
Why did she give it to the University of Chicago?

Shortly thereafter a Northwestern University official called Mrs. Fields to find out why. Her response stunned them. She said, “The people at the University of Chicago asked. You didn’t.”

How many of those women - strangers in the mall, waitresses, teachers, shoppers in the grocery store, mothers, standing in line, waiting in waiting rooms - whom you were too afraid to ask, have since become consultants through someone else? You’ll never know.

Imagine how big your team could have been right now if you had asked every one of them. From now on, always ask.

You have found yourself standing somewhere, watching someone, trying to decide if you are going to approach her about becoming a consultant. If you hesitate at all, I guarantee that the thoughts running through your head are all about you.

Those consultants who have mastered this skill have learned to become egoless. They know that what they have to offer can change that woman’s life. They think only of her and the value they are about to add. If she says no, it is no to the the opportunity, not to you.

Think of it like this - you are standing in a large dark room with a lit candle. All around you are women holding unlit candles. If you offer to light someone else’s candle and they say no, your flame still glows. If you offer to light another candle and they yes, your flame still continues to glow, and now the room is brighter.

Perhaps you believe to some degree that if you ask and are rejected, you have lost something. Maybe you feel that to ask you must pay a price - potential humiliation, rejection, confirmation of your deepest fears. The next time you are standing there trying to decide if you are going to offer to light her candle, ponder this question: What is the cost of not asking?

Now go have a POWERFUL day!
- Ann Vertel, UnitCoach

Imagine that you finally have a day all to yourself, some money to spend just on you, and a spring in your step as you walk through the mall, intent on reaching your very favorite clothing store. You come upon it and notice there is nothing in the window. How odd. You step inside and find…nothing.
No clothes hanging on the racks.
No mannequins.
No shoes.
Just a big, empty store.

You can almost hear an echo as you call out, “hello?”

Over by the check out counter you see one saleswoman - nervous, shy, and almost hoping you won’t come over. She has a few samples that you can try on - a sweater (not in your size), a skirt (not your color) and a pair of shoes (wrong size, wrong color, AND wrong height!).

She also has a catalog of all the things the store would carry if it could “afford” to have inventory. You can order things from the catalog but then you’ll have to wait to get them. You may just decide to walk out and never return again.

How do you feel, as the customer, at this moment?

I would feel extremely dissapointed and even a little angry. Part of the fun of shopping, of pampering myself, is to walk out of the store with my purchases in hand. I want to wear them today, not in two weeks. We as women are very tactile. Watch women shop and you will notice that, in general, we will walk through any store feeling the fabric, running our fingers over the shoes, trying on the jewelry. We like to look at, feel, smell, try on, and “own” a product before we purchase it.

Growing research indicates that while over 50% of the people who purchase online are women, many of them buy online only AFTER they have actually seen a product “live and in person.”

Paint this “empty store” picture for your new consultant. Ask her how she would feel standing in the middle of that vast, open space surrounded by a few token items. Then paint her a new picture - one of a store teaming with shoppers, standing three deep at the check out, arms loaded with purchases, adding “upsell” items while they wait.

This is the picture she must hold with her when you discuss the importance of inventory. No consultant serious about her business, who wants to succeed and succeed fast, who wants to earn back their investment in just a few months, would come in with inventory under $2000.

Which store does she want? The one with tons of merchandise and exponential profit that offsprings stores to mall after mall?

Or the one that goes bankrupt in two months?

She says she can’t afford to have inventory? She can’t afford not to!

Now go have a POWERFUL day!
- Ann Vertel, UnitCoach

So you think you hate sales and you’re no good at it. Or perhaps recruiting (which is also sales) feels too “pushy.” You don’t like trying to convince someone to do something they don’t want to.

Then stop!

Where on earth did you get the idea that sharing the opportunity was about hogtying some poor unsuspecting soul, throwing them over your shoulder, and dragging them into a happy life? Did someone along the way tell you that you had to convince, connive, cajole, arm-twist, lie, fib, leave out details, put on a fake voice and a phony expression and do your level best to force someone into a decision to join the company?

There are two ways to look at recruiting. The first makes you feel like you are doing something smarmy and underhanded; that you are on one side of the table and your prospect is on the other side of the table and it’s a big game of chess. Your prospect becomes your opponent and your mission becomes the defeat of all her objections until there are none left and she simply surrenders out of exhaustion. This is the mindset of scarcity and competition. A winner and a loser. A victim and a victor.

The second way to look at recruiting is through a mindset of abundance (there is plenty to go around) and collaboration (we are in this together).

Now don’t discount the enormity of the difference between the two - it is huge. A chasm in fact.

If I showed you a gathering of 100 women and told you to go convince ten of them to join, it might seem like a daunting task. But if I told you that there were ten women in that group that didn’t need convincing, they just needed to hear about the opportunity and they would jump at the chance to join, and all you had to do was go and find out which ten they were, could you do that? Of course you could (and I probably couldn’t stop you!)

That’s what recruiting is all about. It’s not about convincing women to do something they don’t want to do. It’s about finding the ones that want to do what you have to offer.

You simply need to sort them out.

Now go have a POWERFUL day!
- Ann Vertel, UnitCoach

Your prospective Consultant wants a better life and work she can love, but she will often have objections to starting. These objections are very real concerns for her. She may be scared, overwhelmed, or too bogged down in life “stuff” to see a clear picture of her future. You can help her make a life-changing decision by thinking of her objections as ‘clues.’

When she objects to any part of becoming a Consultant, she is giving you a hint, a clue, a secret into what is holding her back. Acknowledge her objection and then follow it with a question that targets her concern.

Remember, the average consultant will stop at the first “no,” the successful one will keep asking questions.

1. Objection: “I don’t have time.”

Possible responses:
“What would you do if your work gave you MORE free time?”
“Perfect! The best consultants were always way too busy to start!”
“Then let me show you how to get ahead of your busy schedule.”

2. Objection: “I can’t afford it.”

Possible responses:
“We all have the money we need for what we really want. What do you want that financial independence will bring you?”
“Perfect! Let’s first start working on getting you a financial reserve!”
“No problem. Let me show you how you can make twice your investment in the first 30 days!”
“What would have to happen for you to afford it?”
“Let’s look at the difference between what it costs and what it’s worth.”

3. Objection: “I’ve already got a job.”

Possible responses:
“What is your job not giving you that this opportunity will?”
“Do you have a financial goal or problem that would benefit from immediate extra income?
“Wonderful! That will provide a terrific cushion until you become financially independent.”

The key is to listen to the objection and use it to ask another targeted question that will address every one of her concerns.

There is a woman sitting at a bus stop. It’s a hot day and there is very little shade. She sits facing the oncoming traffic and is very, very busy….waiting. You pull up to the bus stop in a long, white stretch limousine. Your limo stops and you open the door.

You call out to her, “I’m going your way, would you like to ride in the limo?”

“No thanks,” she answers, “I’m waiting for the bus.”

“Yes, but the bus might not come, and even if it does, it’s an awfully long, uncomfortable ride to your destination. Come join me in the limo, it’ll take you anywhere you want to go.”

“No thanks,” she says again, “I’m waiting for the bus.”

You are now absolutely baffled. It seems almost ridiculous that she wouldn’t take the limo ride. Can’t she see what a wonderful opportunity it is for her? Can’t she see that she will get to her dream destination so much faster and better? What’s wrong with her?

Nothing. She’s just not ready to change.

So you get out of the limo, sit with her awhile, explain all the features of the limo and all the benefits of the ride. You tell her how much better her life will be in the limo. You pour out your heart and soul and tell her all about the day you were sitting at a bus stop and your limo pulled up. You point out other women in other limos who are laughing and enjoying life and heading to their dream destination. And she still says, “no.”

In the meantime, another limo passes by the two of you and pulls up to the next bus stop down the road. The woman at that bus stop is ready for a limo…and she gets in.

You see, you can not actually motivate another person. You can only create an opportunity for her to motivate herself.

You can not make her want something. She has to want it all on her own.

When you offer the Mary Kay® opportunity to another woman, you are giving her an incredible gift. A chance to change her life. It is insulting to your business to beg someone to be a part of it. You don’t have to convince anyone of the amazing opportunity you have to share with them, you just have to share it.

Those women who choose to get in the limo will flourish. The others are waiting for a bus. If you spend time convincing them to get in the limo you will miss out on meeting the women who will. Close the door, let them go, and move on down the road.

Now go have a POWERFUL day!
- Ann Vertel, UnitCoach

What happens when your team members achieve more than they expected?

Motivation.
Inspiration.
Excitement.
Energy.

And a desire for more of the same. One of the best ways to get your Consultants to achieve more than they thought possible of themselves is to ask more of them than they expect you to ask.

When you take on the role of Coach to your Consultants, don’t confuse that role with one of friend. As a Professional Coach, my clients hire me to challenge them, to be edgy, to point out areas of their performance that others are too polite to voice, to offer unambiguous feedback, to provide accountability and to never let them off the hook.

You may start out coaching your Consultants by ‘helping,’ ‘listening,’ ‘holding their hand,’ ‘respecting where they are,’ and ‘mentoring.’ At best these are very basic coaching skills that can do no harm.

But they don’t help your Consultants make quantum leaps and they could give them an excuse to be mediocre.

Don’t worry about asking your Consultants to do more than you’d ask of yourself. Yes, it’s a basic tenant of leadership to not ask your people to do something you wouldn’t do. But be careful with this one - you also wouldn’t want to limit your Consultants by your own limits either.

Your Consultants are waiting for you to ask more of them.

Don’t confuse this with doing more for them. They are begging to be challenged. Most of your Consultants won’t set audacious goals for themselves - they’re too afraid to fail or let you down, or they’ve just never had anyone ask more of them.

• Ask your Consultants to accomplish more in less time.
• Ask them to double their monthly production.
• Ask them to recruit 5 people in a month.
• Ask them to prove you and everyone else in their life wrong about their capabilities.

You’re not demanding, just asking.
Invite them to be the person they always hoped they would be.

Now go have a POWERFUL day!
- Ann Vertel, UnitCoach

Your customer will say you deliver a quality service if you can meet these two things - their needs and their expectations. Here’s why. I shopped in two very different stores recently - Costco and Nordstrom. Costco is one of those huge warehouse stores that offer products in large containers or sold bundled in bulk packages. There are pipes hanging from the high ceilings, products are piled up in bins, or displayed down wide aisles on 50-foot shelves.

You can purchase just about anything there, from fresh salmon to a washing machine, new jeans to shampoo. The store was packed with people and the lines were long at the check out counter. All the carts were full and everyone exuded a sense of victory at having found just the right item at just the right price - they were happy customers.

Later that week I stepped onto the marble floors of Nordstrom and was met with the sound of live piano music, expensive clothing displayed extremely well, and employees who were willing to go to any length to help me. Nordstrom is known for its customer service - you can return anything, no questions asked. Customers are waited on literally hand and foot, and they leave the store with fancy little bags containing a choice item or two.

They too are happy customers.

Now Costco and Nordstrom are nothing alike. I shop in both and am happy in both. In Nordstrom, I enjoy being treated like royalty surrounded by beautiful and expensive merchandise and amenities. When I purchase something there, I know it is expensive but it makes me feel very special.

In Costco I know I will be able to purchase items in bulk at a great savings. I feel like I’m getting a great bargain. Each store meets my needs and my expectations and, therefore, I would call each of them a quality store.

But what would happen if I walked into Nordstrom and it looked exactly like Costco? Well, I’d walk out of course because it satisfied neither my need to be pampered nor my expectation of a well-appointed store. And if Costco looked like Nordstrom I might think I was being ripped off.

So the question to ask yourself is this:

What do my customers need and expect from me as a beauty consultant, and how can I better deliver on those things?

If you don’t know what they need or expect, ask them. “I want to be your personal resource for all your skin-care needs, therefore, what items or services do you need and expect from me? What additional things would you describe as quality services? (Weekly emails, coupons, referral bonuses, holiday goodies, articles on skincare, connection with other customers - delight them!)

Now go have a POWERFUL day!
- Ann Vertel, UnitCoach

Ever been in a rut? Either with work or chores or your family or even your hobby? Oh my, but I was in a BIG rut!

For the past two weeks I have been jogging at odd times of the day, and it’s felt good. Well, odd compared to my normal “routine.” I usually do my workout in the morning - that way I’m home and showered before my daughter goes to school and I have the rest of the day to work. Plus I love the idea of being completely showered and ready to take on the day right from the start.

But lately I’d found my self resisting…strongly! Even with my clothes laid out in the bathroom the night before, my iPod all charged up, and no reason in the world not to go, I was talking myself out of my morning workout.

But I didn’t not work out. I just didn’t do it at the time I normally do it. I was jogging later in the day, sometimes in the evening. I had “changed up” my routine and it seemed to be working for me.

As I ran along a different path the other day, I realized that there is a sense of freedom in changing up your routine every now and then. As long as you still accomplish your goals and don’t let yourself off the hook, a change in your routine can even bring greater success. No more rut.

So where in your business are you stuck in a rut? What simple change to the time of day could you make for certain tasks? Maybe you just need to change the location - a different room or in a parked car by the park. Or just rearrange the furniture a bit and see things from a different perspective.

• So, what’s the best time to work out? When you’ll do it.
• What’s the best time and place to make booking calls? When and where you’ll do it.
• What are the best days to hold skin care classes? The days you’ll actually do it.

Change your routine, not your goals, and get out of that rut!

Now go have a POWERFUL day!
- Ann Vertel, UnitCoach