Choosing the Best Over the Rest
FINDING THE RIGHT COMPANY
By Jeffrey A. Babener
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Sheffield has counseled hundreds of companies and thousands of distributors, helping them choose the best company with the best product to make them successful, and select which product or products from a company's product line to focus on. He suggests the following guidelines:
1. First, it's vital that you believe in the product and even have an emotional tie to it. Sales especially in this industry are almost always based on emotions rather than facts.
2. Ask yourself, "Is this product unique?" If it isn't, why would anyone want it? Do you have a good answer to that? You will need one.
3. What's the story that needs to be told? Newspapers are sold by human interest stories. So are products. Select a product that has a motivating, believable story. Be aware, however, that the story you can tell and the claims you can make about certain products are limited by law. The therapeutic and medical claims that can be made about some diet and health products, for example, are restricted by the FDA. Find out from the company what is and is not permissible to say about such products. If what you can say isn't going to be enough to convince people to buy that product isn't going to be "hot."
4. Can anyone copy the product? If it looks like copying it will be easy, then make sure you have an early start so that you can use it to help build the rest of your business.
5. Make sure that there are good profit margins in the product. That is essential, or the company won't be able to pay good commissions and still make enough profit.
6. The best products are consumables. Says Sheffield, if you can eat it, wear it, or flush it, there will be a continuing income stream from customers and not just a one-time sale. In addition to the obvious consumables (vitamins, skin care items, etc.) discount buying services, telephone services, and an array of other products also fit into the consumable category because they are used month after month.
7. Products should fit within the mission and focus of the company offering them. For example, an herbal nutrition company that suddenly gets into skin care with products that are not herbal-based creates a real conflict for itself, its distributors, and potential buyers.
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