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Top 10 Practices of MLM Field Retention Leaders – Part 1
By Terrel Transtrum and David Taylor
Every year we interview hundreds of field leaders representing a broad range of companies, products, and approaches. There are some consistent best-practices that emerge that cause field reps to excel at retaining those they recruit. Here are the first five best-practices that field retention leaders live by:
Practice #1 – Know your specific roles in fast start and faithfully perform those roles.
The role of a retention team leader begins from the moment the new recruit is approached, continues through the stages of enrollment and into the weeks and months that follow. Successful field leaders follow up and follow through. They know their specific roles and they faithfully perform those roles as they serve their new recruits and customers. Roles include the following:
- Recruit to retain – help the new recruit identify realistic goals and expectations
- Help the new recruit secure all the tools needed to meet their goals and expectations and have early success – within the first 90 days
- Follow-through within 48 to 72 hours following enrollment
- Create and manage realistic expectations both as to products as well as to earnings
- Train new customers and recruits in the important fundamentals of company, product and business
- Mentor the willing with passion and vision, providing structure and accountability
- Solve problems and clear hurdles
- Give information
- Serve customers well and build the dream for your business recruits
Practice #2 – Internalize the company value proposition, communicate it and live it.
You must focus your attention upon the benefits, advantages, uses, money-saving and money-making features of your offerings. This is where your own belief, experience and knowledge make the difference. Demonstrate those products; provide proof for your claims; and by becoming a "product of the product," help turn needs into wants.
Don't sell products, sell delicious tastes, aromatic smells, beautiful sights, attention getting sounds, youthful energy, self-esteem, acceptance and belonging, relief from financial pressures, and so on.
- Focus on the quality and frequency of your message
- Be a "product of the product"
- Know and convey the features and benefits of all key value elements of your business
- Truly know and understand the needs and wants of those with whom you do business
- Develop (and help your new recruit develop) brief, compelling stories that explain to others why you are involved with your company and why you love their products and services.
Practice #3 – Build loyalty; keep your promises; give exceptional service to your team.
Loyalty is defined in the dictionary as being "constant and faithful in any relationship; employing trust or confidence." Loyalty is the cement that holds business relationships together; in every area of life, be loyal. Promises-making them and keeping them-strengthen loyalty. Serving those with whom you seek loyalty builds and strengthens loyalty.
- Don't be afraid to make promises; do what you say you will do
- Help the company to keep its promises to deliver quality products and services, accurate and on-time commissions, and the best possible service
- Fulfill your promises (expressed or implied) of support and encouragement as a leader
- Become a servant-leader by immersing yourself in the service of your family first, your customers and your business team
Practice #4 – Use data wisely and often.
Coaches, teachers, business managers and direct selling professionals know how to measure progress and success. The periodic business reports issued to the field should report progress, while commission checks provide rewards. Using the right reports with the right data, field retention leaders know how to identify trends in their organizations, make adjustments, and fine-tune progress toward their next goal. With a clear understanding of the information, retention leaders can motivate and recognize their groups while directing their business toward success.
- Learn to use reports and key data points to meet qualifications, spot trends and identify opportunities for meaningful recognition
- Measure, report and celebrate
- Identify business producers and focus efforts toward supercharging their progress
- Track customers and use reporting tools to identify opportunities for serving, thanking, caring and recognizing
Practice #5 – Communicate Effectively.
Direct sales professionals have Crucial Conversations every day-high stakes, strong emotions, and varying opinions. These are the significant, high-leverage moments that really matter. And when it matters most, we tend to do the worst. The best retention leaders use specific communication skills to help themselves deal with these challenging discussions. We sometimes refer to these crucial conversations as the "5 Crucial Conversations of Direct Sales." Here they are:
- Prospecting, recruiting and enrolling – Dealing with sensitive objections and people who won't commit while maintaining the most valuable relationships.
- Building support at home – Resolving vital issues around shared commitment, vision, and use of time.
- Motivating and solving problems within the field – Discovering how to motivate, resolving problems, and providing a supportive environment for those on their team to succeed.
- Solving problems with a customer – Resolving issues with customers in a way that increases loyalty and commitment to your products and services.
- Communicating with the corporate office – Influencing decisions and policies and effectively resolving issues that impact business.
(The content of this article is extracted from ServiceQuest® RetentionSmarts™ Modules. Click here for more information on RetentionSmarts™ training and mentoring systems.)
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