It can be difficult to strike the correct balance between encouraging distributors to be personal, authentic, and spontaneous, while also protecting your corporate culture and reputation online. Keep reading for a list of common pitfalls and to learn how SmartMobile can help your distributors become positive ambassadors for your brand.
Brand is everything. In a crowded marketplace of independent business opportunities, crafting a cohesive, consistent mission and culture for your product is invaluable. Smart Office and the SmartMobile team have some helpful advice to keep your mobile workforce on-message and selling strong.
5 Ways to Promote and Protect Your Brand:
#1: Don’t Muddy Your Message
Don’t … Recruit new distributors with lifestyle and opportunity messaging, then support them after signup with product-exclusive messages and sales calls.
Do … Make brand culture an active part of your ongoing motivation and training for distributors. Provide social media images and videos for distributors to share that define your brand’s core values. Balance product-based training and sales calls with corporate emails, calls, and push notifications that align with your culture. Make available scripts, pitches, and sales collateral that reinforce your corporate “why,” whether it is wellness, financial independence, or fostering community.
#2: Don’t Leave Distributors Speechless
Don’t … Provide a blanket list of phrases or claims for distributors to avoid or make negative examples of distributors who fall afoul of compliant messaging.
Do … Provide ample scripts, templates, and rebuttals to allow distributors to respond to common challenges in a brand-aligned manner. Where possible, arm your distributors with short videos and testimonials that address questions about health and income benefits in a specific, positive, and compliant way. Encourage distributors to approach their upline leaders and corporate support team for assistance in answering tough product questions or redirecting negative conversations.
#3: Map a Pathway to Success
Don’t … Claim your product or opportunity practically sells itself or is so common everyone needs it. Don’t imply that everyone a distributor knows is a potential team member.
Do … Regroup with top performers quarterly (or more frequently) to brainstorm scripts and action paths. Product-based training and beautiful marketing images are not sufficient to support the field. Where possible, map out specific interactions, escalations, and scripts step-by-step and update them frequently. Train distributors to recognize the buying signals that differentiate a prospective team member from a subscriber or customer.
#4: Provide Multiple Levels of Support
Don’t … Tell new distributors that selling is easy or that tools are simple. Don’t assume that all distributors have similar levels of technology and social media.
Do … Offer conference calls and web training to introduce onboarding distributors to new technology tools. Provide assistance with social media best practices, including attractive, shareable collateral. Amateur social media posts with misspellings or stolen images, can quickly tarnish your brand’s image. Work with your technology vendors to ensure that platform support is easily accessed and readily available so users can easily find and share professional content.
#5: Always Be Innovating
Don’t … Allow your technology to stagnate. Letting distributor tools fall behind the evolving needs of your field can keep them from successfully representing your brand.
Do … Work with your field teams and top leaders to regularly evaluate and provide feedback on the resources available to them. A library of slick, professional sales materials is useless if field cannot access it because operating systems have changed. User experience for back office and mobile apps is constantly evolving. Developers like SmartMobile value the feedback we get from end users that helps us tailor our app to the specific needs of our clients.
Distributors are the backbone of our industry. The SmartMobile app was designed for the Direct Selling industry, in cooperation with field leaders and executives in the space. If you would like to see a demo of this powerful consultant tool, Connect with us today. SmartMobile features like Action Paths and Cloud document/collateral tools can help arm your distributors with the tools they need to achieve success. Ask us how SmartMobile can help you meet your onboarding, retention, and sales goals in 2019.
– Miranda K.