What Buyers Want

Ever heard that famous saying "For want of a nail...the war was lost?" It suggests that if you focus too hard on the little mundane details, you may lose sight of what's really important- winning the war! But I'm here to tell you that sometimes it's the little details that really matter in building and managing business relationships and the "little things" can put you ahead of the competition when dealing with a buyer.

Buyers are busy enough before you walk in the door or give them a call. If you can save your buyer even a little time and effort, not only will they be appreciative, they also will remember that effort in the future. If you're sending out a booklet or catalog bigger than a couple of pages, write a quick personal note and make the message relevant.

Put your note on the inside cover or shoot the buyer a quick e-mail saying "Tom, the products you're interested in are on pages 45-48. Have a good day, -John Doe." Hardly any of the salespeople that called on me did this, and the ones that did had a huge advantage when I came to choosing my rep.

In addition, a personal note increases the buyer's curiosity and the odds that your material will be read sooner than later. When I received a 60-page catalog filled with junk I didn't ask for and no note from the seller, the catalog found its way to the far corners of my desk where, to borrow from Verizon, it was forever in "the dead zone."

Another little detail often overlooked: prepping for common buyer questions. Buyers often ask themselves these questions every time they receive a communication from a rep. Before the buyer has time to wonder the vast possibilities of answers to these questions, make sure you have a response lined up for them, and don't wait for them to ask, make sure you tell them in your introduction.

How do I make money? You are an independent sales person for the company. You earn a percentage on the products you sell. Another term for percentage is commission. The more products you sell the more money you make. With many direct sales companies you can earn an additional commission by recruiting and mentoring new sales consultants. In return for mentoring them you earn commission from their sales.

Do I need experience? One of the greatest benefits of direct sales is that you do not need any business experience. Direct sales companies are experts at helping you succeed in business. After all, the more successful you are the more successful they are. In many cases you will join through referral by an existing consultant and that consultant will help you get started and answer questions throughout your business. Between the company and the network of existing consultants you should have resources to help you get comfortable with your new business.

Doesn't it cost a lot to start a business? Many companies help you get started by offering a "starter kit." This kit should include all the materials needed to launch your business. The kit costs vary depending on the company, the product, and the contents of the kit. Typically kits range from $10-$300. In addition to the kit you will have regular business expenses to maintain your business such as replacing used catalogs, order forms, office supplies, etc. These costs are usually at your discretion and can usually be spread out over a manageable amount of time.