Studies have shown that customers who buy from two channels (vs. just one) are between 20 and 60% more valuable, while triple-channel buyers are 60-125% more valuable! Plus, multichannel shoppers have a lower attrition rate and buy a wider range of products. – Direct Marketing Association, 2008
The Body Shop, world renowned purveyor of toiletries and cosmetics, is making a splash in the Direct Selling arena with it’s party plan sales channel, The Body Shop at Home. In addition to stores in shopping malls and their online e-tailing site, The Body Shop has fully embraced the concept of Multi-Channel Marketing. Other direct sales companies have followed suit, as there are now Avon stores popping up in shopping centers across the United States, and many direct selling companies now have consultant websites.
But what is this multi-channel marketing all about?
Simply put, multi-channel marketing is the concept of offering your product to the customer when they want, in the way they want. Some people prefer face-to-face sales, some prefer traditional mail order catalogs, while others prefer online shopping. Most customers, however, participate in a combination of those methods, and multi-channel marketing aims to meet the customer where they are to serve them better.
At Rich Schefren’s StrategicProfits Live event, MaryEllen Tribby, publisher of Early to Rise e-zine said that “multi-channel marketing is good for the customer and it’s good for your business!” In fact, Tribby identifies two problems that are solved by taking a multi-channel approach:
“As a marketer, you reach your customer in the way he/she wants to be reached. Plus, you are… converting this person to a paying customer.”
How do you translate this into your direct sales/network marketing business? How do you capitalize on multi-channel selling?
First, take full advantage of your company’s selling options. Catalogs, consultant websites, brochures, and any other sales tools that your company provides are tested, trusted materials to help move you through the sales process. But don’t stop there.
Second, establish your own personal website that promotes you as an expert in your field. I write about this so often, but it bears repeating: YOU are your company’s best product, and you can’t find it in any catalog! Create an online presence for yourself.
Third, develop a newsletter and maintain a mailing list, be it electronic or “snail mail”, that you contact on at least a monthly basis. Create and establish customer loyalty through physical as well as electronic methods.
Fourth, use the phone constructively – customer follow up calls are NOT cold calling, and should be done on a regular basis. Sometimes a client has a question or concern and doesn’t connect with you because they are busy. You need to be in contact – before your competition is.
Ultimately, network marketing is about connecting with people. The best way to connect is, as Viktor Frankl wrote, to meet them where they are. Whether by mail, phone, web, in store, or in person, it is clear that the multi-channel marketer is poised to become even more successful and valuable to their clientele as the years tick on.
By: Lisa Young
Posts Tagged ‘Marketer’
Multi-Channel Marketing – Network Marketing with a Twist
December 28th, 2009What’s Wrong With Network Marketing and MLM?
December 17th, 2009
97% of network marketers fail and yet within the system of network marketing there is a powerful way for making a lot of money, so what is wrong with mlm that so many people fail at it?
Network Marketing Targets Friends and Family
In the past network marketers were always taught to approach friends and family about their opportunity, in fact anyone who came near them. Often the people were not interested, even skeptical, about this opportunity and so they made no money. The best way to sell network marketing products is to let people come to you and using normal online marketing or offline marketing techniques to promote your business.
Network Marketing Makes Unbelievable Claims
Another problem with many network marketing companies is that they make unbelievable claims about their business and their products. People are not stupid, they see straight through these claims and as a result become skeptical and turn against your multi-level marketing company. If network marketers want to sell products they need to ensure that they stay away from these claims and are honest with their customers.
Network Marketing Works to a Script
Network marketers are often taught exactly what to say, this does not meet the needs of the prospective customer and so they become disinterested. The successful marketer will listen carefully to their prospective customer and hear what their needs are and then match their products and business to the needs of their customer, speaking to the customer in a way that they are interested in and see from their point of view.
Network Marketers Are Taught They Don’t Need to Sell
Another problem with network marketing is that marketers are taught they do not need to sell, just share. This means that people come into network marketing with no sales skills and are not taught how to sell. Selling products or businesses requires selling. Telling network marketers they don’t need to sell when they do usually leads to them becoming disillusioned and giving up. Learn how to sell and teach others below you how to sell and you can be successful at network marketing.
Network marketing is one business which has been fraught with myths and lies and as a result 97% of network marketers have failed. If network marketers stop the cold call approach and learn to market and sell effectively, if they see things from their customers point of view and don’t make unbelievable claims then they can become successful.
By: Mandy Buchanan
Network Marketing Tools 101 – How To Find The Best Network Marketing Tools For Your Business Online
December 4th, 2009
Network marketing tools are everywhere online but which ones are right for you? Well that depends on you and your business are you still building your business the old fashioned way?
You know make a list of your friends, neighbors, harass anyone within 3 feet of you about your wonderful new product and business opportunity? Or are you beginning to realize the power of the internet and searching for some network marketing tools that will more effectively grow your downline online?
Let’s talk about the internet and network marketing…
First of all if you are not building your network marketing business online you are literally throwing away thousands of dollars and an abundant supply of fresh, laser targeted leads.
FACT: The largest downlines, the most successful networkers today are using technology and the internet to grow their businesses beyond what most peopled could ever even imagine. They’re doing it fast too!
These are just normal everyday people like you who have found the right network marketing tools to help them explode their businesses on the internet.
But I’m not good with computers…
If you think you have to be some kind of computer whiz, web design expert, or expert marketing guru to build your network marketing business online, PERISH THE THOUGHT!
The truth is you can find other people to take care of all the nerdy work for you, you just have to learn a little bit about marketing and you’ll be amazed at what happens to your business, your bank account, and your overall satisfaction in life!
Ok, Ok! Where do I start?
Well first of all you need the right network marketing tools if you don’t have the right tools, the right guidance you’re going to fail. Learning how to market online is not hard and anyone can do it. Besides you’re in the business of what? Network MARKETING! That’s right you are a marketer whether you realize it or not.
The best thing you could do for yourself right now is find someone online that knows what they’re doing, someone that can personally teach you how to generate free leads on the internet. Yes I said FREE leads! Once you learn how to market online you’re not even going to have to get on the phone anymore or chase around prospects because you’re going to learn how to make them chase you!
One last tip…
Invest in yourself, invest in your marketing, and invest in the right network marketing tools. Find a good program that works, there are plenty of sites out there that will provide you with the knowledge, insights, and skills it takes to grow your business to infinity and beyond.
By: Jayson Shawver