Chapter 13
Building Your Business on Bookings
IN THIS CHAPTER
Maintaining your calendar, hours, and schedule
Securing and dating bookings
Overcoming common objections
Getting bookings and more business
In today’s direct selling world, you can conduct your business in many ways. The most efficient and strongest is through in-person or online events, which are most often held by a host. However, getting bookings for events in offices and cafes and a variety of other locations is popular, too.
Bookings are the heartbeat of your business, and without them your business will die.
Okay, maybe your business won’t die, but it certainly won’t be living up to its full potential. The two most significant ways to get sales are through events and your online customer community. The quickest way to grow your online community is through your events. After all, selling to many is more efficient than selling one to one.
As long as you have bookings or appointments scheduled and secured, you have the ingredients to create a successful and lasting business.
Booking an event (or show, demo, tasting, jewelry bar, Facebook party, and so on) allows you to see lots of people in one setting. You showcase your product and show them how fun and easy your job is. Online parties are great because you can connect to potentially a lot more people at one time, especially with people who don’t live in your local area. Being able to connect with people face-to-face is an important aspect of direct sales — if you do it right, people will buy in to your personality just as much as your product. In-person events and appointments are also important because your guests get to experience the product firsthand.
Interacting face-to-face builds trust and likeability, and people do business with people they know, like, and trust. Fortunately, you can build this same know, like, and trust factor online, as well.
This chapter takes you through the importance of bookings, the ins and outs of controlling your calendar, ways to get bookings, strategies to overcoming objections, and other odds and ends.
Understanding the Importance of Bookings
If you hit your booking goals (see Chapter 5 for more on goals), you’ll have the income you want. It’s as simple as that. And I’m guessing you went into business to make money (at least it was one of the reasons), so what could be more important than striving for your goals?
Collecting orders through friends, coworkers, and social media contacts is a great way to top off your monthly orders and get you closer to your monthly sales goal. But bookings, whether accomplished online or in person, are a sure way to generate the income you want and desire.
Bookings give you the opportunity to do all the following:
- Earn an income by selling product. You’ll be able to present the product to your clients, and they’ll be able to experience the benefits firsthand. By being able to see and interact with more people at one time, you’ll have a greater number of sales in one setting, thus earning a larger income.
- Build a client base for reservicing. Reservicing is an important part of your business and will give you an extra stream of income. By holding more bookings, you can reach more people quickly, thus creating a larger pool of customers and clients to sell to on an ongoing basis. This is easily done through your online customer community.
- Schedule new bookings from attending guests. Customers from events make the best hosts because they’ve already seen a party firsthand. People are more inclined to book their own event while they’re enjoying their time with friends, which is better than waiting to call to book with them at a later date.
- Find potential team members. Some of your best recruit leads are at the event because they see your job in action and understand the job description, so make sure that your job seems fun, easy, and manageable. You’ll find that the people you meet from your events are more productive because they tend to do the business in the manner in which they met you.
You get to accomplish four things at one time. How awesome is that!
Scheduling Appointments and Bookings
Whether you’re a new rep or someone who has been doing the business for a long time, it’s never too late to start over and take control of your calendar and bookings. This section dives a little deeper into bookings and schedules.
Jump-starting your bookings
Your first objective in starting your new business (or relaunching your business) is to book six events (in person or online) in a 30-day period. I call this jump-starting your business.
Another way to jump-start is to book three events in a row. That can bring big benefits: The average rep who does three events back-to-back generates seven new bookings to schedule in their calendar. That creates momentum, builds confidence, and starts earning income quickly. Plus, your enthusiasm grows and you feel great about your business. As a bonus, you’ll be able to reference the previous event at your new event by saying something like this:
“Last night our [product] was the most popular of the night! Everyone was so excited about it because… . I had so many people booking last night, just so they could get this item at half-price. Last night, everyone had so much fun and appreciated the help with their orders.”
Being able to say something like that implies a few things:
- Your business is booming with bookings. They’ll see that everyone wants to host an event with you and that it must be fun and enjoyable. They’ll start to consider whether their friends would love it too.
- Social proof happens. People will see that the product is highly desirable and may lead people to purchase what other people want.
- The concept works. People will notice that your calendar is full and assume that your business must be doing very well. It looks like fun and, most importantly, appears to be easy and fun to do. Many will consider the opportunity and possibly want to join your team.
You may be thinking, “Well, I came into this business to do only one event a week,” or “I came into this to do it part time.” That’s fine. It’s your own business after all. But to really establish yourself in the very beginning, hold six events in a four- to five-week period. The closer you can make that time frame, the better off you’ll be. There’s no substitute for getting off to a strong start. Momentum is king.
Practice, practice, practice
The only way to get really good in this business is to practice — whether online, in person, or with one-on-ones. The more bookings you hold, the better you get, and the more comfortable you become. You can build mastery quickly, but it involves repetition. Usually, out of your first six events, a couple of them are fantastic, a couple don’t work out so well, and a couple are just average. After you get through those first six events, you’ll be able to look back and honestly evaluate the entire experience.
The more targets you aim at, the more you hit. In the early days of direct sales, when I was in the field, it was mandatory to have six scheduled parties in a two-week time frame in order to receive your kit. At that time, the average rep held eight parties a month. Many years later, it was a requirement on most contracts to list the six parties you had scheduled in a 30-day period of time. The average rep at that time held about five parties per month. However, in recent years, there are typically no requirements to enroll and receive your kit, and the average rep held just 2.3 parties per month. Today, with the increase of online events, this number is about 3.5 per month.
What you start with is usually what you’ll easily maintain. So, if someone starts with two to three events in their first month, that’s what they’ll likely maintain. Two to three events per month won’t generate a significant amount of income, and with that, most new reps are left not feeling excited about their business or their success. If you started with six, you’ll usually be able to maintain that. Six gives you more income and will create a success story for you. When you feel you have a success story, you’ll share it with others, thus attracting more people to you and your business opportunity.
A concentrated training period like this helps you get the hang of this business and gain confidence. With each event, you’ll have something to compare to the last one — what you liked, what you didn’t, and how you would do it differently.
If you don’t have another event scheduled for four weeks after you have a less-than-stellar event, you have nothing to help you recover and fill your calendar. That can create a lack of confidence, which can snowball into diminished success because it becomes harder mentally to get on the phone to secure more bookings. So, give yourself the best chance of success by getting out there and lining up those first six events from the very beginning.
Making some money right away will leave you feeling good about yourself and your new business. If after doing those first events, you decide it isn’t for you, what have you lost? Absolutely nothing! You can walk away from the business saying, “It was a very positive experience; it just wasn’t for me.” You’re also able to evaluate your business from a position of strength.
Building momentum for your future business
Having several events in a month builds momentum. Those first six events will provide new business for the future, and you can schedule those new bookings however you like on your calendar: one party a week, two parties a week, or even three parties a week.
When you reach the end of your first month — your training or trial period, if you will — you’ll have more bookings and can plan your business to fit your desires and goals. Keeping things going and continuing to make money is easier when you reach the end of the month with new bookings on your calendar. Your new skills will make you more confident, and you’ll enjoy a feeling of success.
Most companies have some sort of incentive program (usually called Fast Start or Quick Start or something similar) that helps you earn products, rewards, or business aids during your first 90 days. They do this to help you establish good business habits. Find out what the program is and set your sights on hitting those goals. People who are fast-start achievers usually have a greater retention and climb the career plan quicker. (See Chapter 5 for more on incentive programs.)
Building your booking lead notebook
When you’re new, you’re also very excited; it’s human nature to want to jump on the phone, call everybody you know, and try to explain everything about your business to them. But because you’re brand new, the best thing to do is make a list of everyone you know and put them in your booking lead notebook. You can keep your notebook on a physical pad of paper, on a document in your computer, or in an organizational application like Evernote (check out www.evernote.com for more on this popular tool) or Trello (www.trello.com). The following discusses who you need to include in your booking lead notebook, how to organize the lists, and how to use the lists.
Knowing who to include
You know a lot of people. And they probably divide into more categories than you may have considered. Here are some ideas for your list:
- All the places you’ve ever lived: Think of current and past neighbors, acquaintances, people in the communities, landlords, real estate agents you’ve worked with, and so on.
- All the places you’ve ever worked: Consider coworkers, associates, former bosses, past employees, employees of other firms with whom you’ve done business, clients, and vendors.
- All the places you’ve ever gone to school: This can include grade school, middle school, high school, community college, and university. Think of old friends from classes or seminars you’ve attended, people you met at swimming, yoga, or cooking classes. Don’t forget past teachers, administrators, and staff.
- Friends and family: This is the category that’s the easiest to think of, but ironically, you may not be as eager to reach out to these people to assist you. So, when your lifelong best friend decides not to have an event for you, get over it and move on to the next one. I’ve found that those who make the best hosts are your second and third level of friends (the people you don’t see often but who are on your holiday card list).
- Organizations, committees, and affiliations: Consider acquaintances or members of your place of worship, folks from recreational activities like bowling and/or softball leagues, and people at the gym or fitness center where you work out. You may know people from children’s sports activities, such as soccer, Little League, dance, or gymnastics. Think about committees or groups you’ve belonged to, like Scouts, political organizations, social clubs, or business groups.
- Children-related contacts: Kids’ friends’ parents, coaches, teachers, doctors, tutors, and so on.
Organizing your list of leads
You can organize your list in a few ways, which I discuss here. However you categorize your leads, your goal is to get them to see the product in person — or if you run your business completely online (see Chapter 11), to send them a video or share photos of the product. After that, your goal is to secure a date for an event within your first 30 days.
LABEL THEM 1, 2, 3
Beside each name, you can categorize them as follows:
- 1: The 1s are the people you think are most likely to have an event (what you usually classify as your friends and family).
- 2: The 2s are the people in the middle — people you’ve known for a long time but you might not see or speak to on a regular basis.
- 3: The 3s are those that you think may be least interested. These are people you may not have seen in years but who might still be on your Christmas card list.
Your inclination would be to start with the 1s because you think they are most likely to help, but that’s not always true. Sometimes your best friends feel more comfortable shutting you down and giving you a no.
I find that the 2s and 3s are actually better candidates. They’re your second-tier friends, old friends from high school, and so on. This group of people is actually happy to hear from you and are more likely to say yes, so think about starting with those first.
When people start with their friends and family and they start to get a no from them, they often feel discouraged and never move on to their 2s and 3s — start your list with your 2s and 3s and then move on to your 1s.
IDENTIFY THEM AS C, H, OR R
Another way to organize your list is to write C, H, or R beside each name. The letters mean the following:
- C is for those likely to be customers.
- H is for those most likely to host.
- R is for recruits, those who could potentially be right for the business.
These letters can help you be more intentional in your conversations when you’re reaching out to the people on your list.
Using your lists
For your first events, create several chains of business — that means having people from as many different categories (either the 1, 2, 3 method or the C, H, R method, whichever one you choose) as possible. Doing so exposes you to many different circles and areas, which makes for a healthy and diversified start to your new business.
Think of a wheel. The spokes on a wheel represent the different categories of people you know. If your first events are done with your sister, mom, aunt, and cousin, that may sound like a lot, but they all still only represent one spoke on the wheel (the “family” spoke). With only one spoke, a wheel collapses.
Instead, if your first events include a family member, a friend from church, a neighbor, and a coworker, you’ll expose yourself to a larger group of people. Your spokes are spread out, and your wheel will continue to roll along.
After you get your six bookings secured and dated on your calendar, continue to refer back to your original list in your booking lead notebook for ongoing bookings. Don’t forget to add to this list with the people you meet moving forward.
Securing Bookings or Appointments
When you’re trying to secure bookings, you need to talk about your business. You can’t just hope that people will want to book with you or that people will approach you on their own. You need to talk about what you offer — events, products, and the business opportunity — wherever you go.
Learning to be sociable and confident with your customers is important. But you don’t want to become an actor. Honing your sales techniques is about using the personality you already have. You want to be authentic, likeable, and approachable with your customers. People want to do business with people they like and who they want to be friends with. Being pushy or sales-y with your customers is a sure way to get a no.
Here I talk about a few of the many ways to present your booking opportunity.
Stay casual when sharing the opportunity
Make it casual when you’re in casual conversations. You don’t even need to use the term party or event. You can offer your customers “a fun night to get together with friends” or “a fun and unique shopping experience.” It’s as simple as that.
I was out and about at the mall one day when a woman complimented me on my necklace. I thanked her and said that it was part of a line of jewelry that I represented. She said, “Oh, I’m a jewelry nut.” I enthusiastically explained to her what I did and asked her if she’d be interested in hosting a party. She replied with, “No, I don’t like home parties.”
Now, many reps would have taken this as a no and walked away feeling discouraged. But I knew that there was still an opportunity to gain this woman as a customer. Instead of accepting defeat, I let her know that I also offered one-on-one appointments where I’d come to her house, bring my jewelry, and help her match them to her outfits. The woman loved this idea, and can you guess what she asked next? “Would you mind if I invite my daughter and some of her friends?” And what are we doing now? You guessed it — a party! Sometimes people have their own ideas of what this industry is and what it means to host a party or even be a representative.
You don’t only offer in-person events. You offer a magnitude of ways that clients and customers can purchase from you. (See Chapters 15 and 16 for more ways to work your business.)
Make sure that you’re always talking to potential hosts about the benefits for their friends.
One of the best skills you’ll ever learn as an entrepreneur is to listen. Listen to what your customers, leads, clients, and team say. They may still be interested in what you have to offer, just maybe not in the exact manner that you’re offering it. So be sure to listen and start conversations. You have to know and understand your customer in order to sell to them effectively.
See the people and show your product
In this business it’s important to see the people — meaning you want to get you and your products in front of as many eyes as possible. You want your friends, family, and customers to experience the product firsthand. That creates a bigger desire for the product and a sense of ownership.
Think about how real estate agents take you through a home you’re looking to buy. They always refer to it as your master bedroom, your kitchen, your patio. They want you to feel a sense of ownership, so that you start to imagine what living there and having your things there would be like. Direct sales is the same. Having clients hold your product in their hands is better than just sending them to your website. The next best way to get in front of them is through Zoom or another online platform.
Using your booking lead notebook (refer to the section, “Building your booking lead notebook,” earlier in this chapter), start to call some of your friends, family, and acquaintances to set up a time for them to see the products. When you call them, you may want to start with something like this:
“Hi Jessica, this is Belinda. I was wondering if you’re going to be home this weekend (or evening or afternoon). (Wait for response.) Great! I’d love to come over for a quick visit. I have something really exciting to show you!”
Or maybe something like this:
“Hi Jessica, it’s Belinda. I can’t wait to show you the new business I’ve decided to do.” (Wait for a response.) “Terrific! I’d love to stop by for a few minutes to show you some awesome products. I know you’re going to love them.”
Or even:
“I’ve started my own business and I would really value your opinion. Could I practice by speaking with you about the business? Is there a day this week that I could swing by? Or we could even jump on Zoom if that is easier.”
If they ask, “What kind of product is it?” just say, “Oh, it’s an awesome line of _______. And I know you’re going to love it!” After you show it to them, it also creates excitement for those who end up having events because they’ve already seen your fabulous product and they have firsthand knowledge to share with the guests they will be inviting.
It’s especially important to personally show the product as much as possible when booking your first six events. Creating enthusiasm is contagious, so get started and see the people. Show them what’s got you so energized! Allowing your friends and family to see the product for themselves and how excited you are about them also reduces any need for you to “sell” them on the idea.
After you get there, take a few minutes to relax and engage in small talk about common friends, family, and so on. When you’re ready to talk about your new business, begin by saying something like this:
“I want to tell you about my new business and show you some of the products.”
Show some of your favorite products and your current catalog. Get them involved and let them know that hosting an event would be a great way to get started in your new business. In return, they’ll earn a wonderful shopping spree and have the opportunity to shop at a discount. Say something like this:
“Melissa, that’s one of my favorites, too. You know, you could get that absolutely free just for getting a few friends together. You’d be a great host! And it would really mean a lot to me if you would help me by hosting one of my very first events. We could do an online event for those who can’t make it.”
Let her know the dates you need to fill with your first events and ask her to help you with one of them. People like to be part of the success of those around them. You’ll be surprised by how much your friends will want to help you if you ask. When she says, “Yes!” proceed to coach her for a great party (see Chapter 14 for more on host coaching):
“Lauren, I’d love to get my business off to the best start possible. Would you be willing to help me get things going?” (Wait for a response.) “Thank you so much! I know your friends will love it and will appreciate learning about these great products. I have a couple of days to fill with events on my calendar — which day will work best for you? Thursday or Saturday?”
Enlist your friends
When you’re starting your business, don’t hesitate to ask people for their assistance. Friends will often surprise you with their willingness to help you get off to a great start in your business.
Let them know what you need to be successful and that you need the practice; you’ll typically find them eager to know exactly how they can help you:
“Hi, Sarah. This is Melanie. Do you have a couple minutes? I’m just getting started in a new business and I was wondering if you could pull a few friends together for a fun evening and help me out by hosting one of my first events?”
Or you could say:
“Hi, Sam. How are you? I’m calling to tell you about my new business. I just started and I can’t wait to share our incredible products with you. Sam, you’re a great friend. I promise a fun night for your friends, and there are some great perks in it for you. Can I count on you to get a few friends together for a fun and unique shopping experience?”
Sometimes people are hesitant about having enough time to host a party for you. They don’t fully understand that there really isn’t that much work involved in having an event. You can alleviate their concerns and overcome their objections (check out the section, “Overcoming Common Objections,” later in this chapter) by saying something like this:
“Hi, Katie. Is now a good time? Great. I was wondering if you could help me out by having a get together with a few friends as I get started with my new business. We could do it in person or online. Could you help me out with one of these? Your friends will really love it, and you’ll benefit from getting a few selections free and getting to shop at 50 percent off.”
Regardless of what approach you take, it’s your friends and family who help you get your business started by having events for you early on. Their willingness to assist you simply because they care about you is a great advantage at the beginning of your business, so don’t overlook it.
But it isn’t just your family and friends who will help you grow your business. That’s why it’s important, even at these events with friends, to do a good job and get their friends booked in your calendar.
So, make your list, contact them all, and allow them to feel good about being able to do something for you. Those early events help you get some practice, get those initial sales, and meet new people. The more events you book in the first few weeks of your business, the better. So, start connecting!
Host your own event
Your launch event is a kickoff for your new business. You want to include all your family and friends in the celebration and show them what you’re doing, so I suggest your launch event (see Chapter 7 for more on launch events) be one of your very first events. This way, when you’re showcasing your product, you’ll create interest to enlist the help of your friends; you’ll also have something fun to invite them to if they don’t immediately opt to book an event with you.
People you call who can’t or won’t book their own event with you are still often quite willing to attend a party at your home. When one of your contacts says they can’t host one of your first events, for whatever reason, be gracious. They may have really good reasons! It’s just no for now. They may be able to host an event in the future. You may say this:
“Lisa, I totally understand that it’s a really busy time.” (Say something that validates their reason.) “I’ll be hosting my own launch event for my business next Sunday and would love to have you attend and let me know what you think. It’s going to be a lot of fun, and I’d really like you to be a part of it.”
Make your invitations sincere and make sure that you highlight how much you’d like to see them there:
“I’d love to have you come to my party next Friday where I’m launching my new business. You’ll have a lot of fun and get to try our wonderful products. I’m confident that you’re going to fall in love with a few particular items. Do you think you can make it?”
And send reminder texts like this for those individuals who’ve said they’ll come:
“Hi, Lisa! I really appreciate your support as I start my business. I’m looking forward to seeing you Saturday at 7 p.m. for my business launch. It’s going to be so much fun! If you have any questions or need directions, give me a quick call.”
Your launch event is also a really natural and effective way for you to secure future bookings. You may find that you’ll want to host more than one event: to provide people who weren’t able to attend your first event a chance to attend and learn about what you’re doing, or if you have several distinct groups of friends.
Understanding Why People Book — Or Don’t
Your events are the best place for you to get new bookings. Getting bookings at the event is easier and more efficient than trying to obtain them later.
A good goal is to secure at least two to three bookings from every event:
- One booking to replace the one you just did
- One booking to grow your business
- One booking for insurance (in case one of your previous bookings cancels)
These sections examine why people do and don’t book.
Examining why people say yes to book
People book an event for three main reasons, which are as follows:
Fun: Guests love a fun get together with their friends to shop. At your events, make sure that all guests have a great time. This will get them to start to consider hosting one of their own with their friends.
Always put an emphasis on having a good time — this is the number one reason people book.- Value to their friends: People are more willing to engage their friends if they feel there is something in it for them, like great customer specials or something they’ll learn or enjoy.
- Free and discounted products: People book because of the amazing host incentives that they’ll receive, including free credit and half-priced items. Studies show that most hosts get just as excited about discounted products as they do the items they will receive for free.
Considering why people don’t book
Here are the three biggest reasons people don’t book.
Reason No. 1: You haven’t asked
People think that asking is simply saying, “Hey, if you want to have a party, let me know.” But asking is more about doing an effective booking talk (see the section “Focusing On the Booking Talk” later in this chapter). You always want to showcase your parties as something people will want to host. Ask, “Why wouldn’t you want to host? You’ll have an amazing time with your friends and will be able to enjoy some free and discounted products.”
The “ask” also comes at checkout time. That’s where you assist a customer while they’re making their decision on what products they want. People are often in deep thought during this time, contemplating their choices and how much money they want to spend. The left side of their brains, the analytical and computing side, is in full swing.
While they’re thinking, you may say, “So, Lauren, would you like to have a party?” Because she’s so deep into her analytical thinking, she’ll most likely look at you and say, “No.” She may also say something like, “No, I’m good,” or “No, I’m all set.”
What you want to do is get people to use the right side of their brains, and you get them to do that by complimenting them on their selections and by making them feel good. “Oh, Lauren, you made a great choice. I know you’re really going to fall in love with it.”
People start to feel validated for their purchase, like they made a good choice. This leaves them feeling good and more likely to consider hosting an event. You could say something like, “Lauren, did you have fun tonight?” She’ll say yes. Then you could say, “Would you consider hosting your own event so we can have this much fun with your friends?”
Reason No. 2: They’re busy and can’t make a decision
They say no because no comes easy to them. To overcome this, you want to offer three power questions that will get three quick yes answers in a row: “Did you have fun? Are there any products that you want but couldn’t get tonight? Do you think your friends would enjoy this experience?” The next section goes into these questions in detail.
Reason No. 3: They’re afraid no one will come
The third reason why people say no to hosting is the fear that their friends won’t come. That’s why the online event has become so popular because they’re able to invite a larger group of people and attending online is much easier.
They also fear the feeling of getting something for free at the expense of their friends. That’s why you never want to focus too much on the free and discounted products.
The way you overcome this fear is to remind guests throughout the event that their friends would love it and would appreciate them for introducing them to the products. Remind guests their friends are going to enjoy a fun time, shopping and learning about (whatever your product offers).
Identifying Three Power Questions to Get the Reluctant to Say Yes
If someone seems unsure about booking, you need to ask a series of three power questions that will get them to say yes. These three yesses will remind your guest how much they enjoyed the party and help lead them toward saying yes to booking a party. Here are the three questions:
- Did you have fun?
- Are there any products that you want but couldn’t get tonight?
- Do you think your friends would enjoy this experience?
When they answer yes to these questions, you want to help them make a decision by offering choices. For example, ask your customer what works best for them — weekends or weeknights? And continue to narrow down a date from there. Aim to get three confirmations:
- “Okay Michelle, if you were to have a party what would work better — a weekday or a weekend?
- “Weekends are perfect. Would you prefer a Friday night, a Saturday morning, or a Sunday afternoon?
- “Sunday? Would you prefer 1 p.m., 2 p.m., or 3 p.m.?
- “3 p.m.? Great! I have Sunday, January 25 and Sunday, February 8. Which works best for you?
- “It sounds like the 25th at 3 p.m. sounds good for you. I’ll do the majority of the work, so why don’t we go ahead and book it? It will help Kim” — the current host (say this is if your company offers booking gifts for hosts whose guests book a party) — “and your friends will love it.”
By following this process of choices, customers come to their own conclusions with a little bit of help from you.
All these suggestions prove helpful in maintaining your calendar and controlling your business and your income. For online events, you can offer choices: a five-day event, a three-day event, or a one and done event.
Planting Booking Seeds
Booking seeds are a subtle way to plant the idea of why a guest would want to have a party, without actually saying it.
The following are booking seeds:
- “I have more clients choose this item for free than any other product.”
- “This is our most popular half-price selection.”
- “Right now, I have so many people booking an event just to get this product. It’s a really popular item right now.”
- “I just did a party in a teacher’s lounge after school, and this was the best-selling item at the party.”
- “I did an office party the other day, and they went crazy over this product.”
- “These items are always bestsellers at my bridal/baby shower events.”
- “This is one of my favorite products, and it’s actually the most popular in our fundraising package.”
Sprinkling your booking seeds throughout your events, one-on-ones, and even social media posts is a great way to get people thinking about hosting an event with you.
Show customers that by being a host they can get some of your most coveted products free and have fun with friends. You can also show them that events don’t have to be in the home and that there are multiple ways that they can host an event, including starting a fundraiser with you.
You want to create relationships with your customers. You never want to come off as a salesperson. Salespeople think about themselves — what they can get from a party, how much money they can make, and so on. You want to be authentic and build your sales techniques into casual conversations.
Always come from a place of service. Like, “Let me help you. This is how I’ll help your guests.” If you subtly include these seeds into your conversations, sometimes you don’t even have to ask because booking becomes their idea.
Focusing On the Booking Talk
Throughout the evening you have planted the idea of hosting an event. But a booking talk is one of the most important aspects of your event for encouraging people to host an event of their own.
Your booking talk is usually at the end of presenting the products, before you start your shopping experience. It’s a small commercial and a call to action for them to book the party. It shouldn’t last more than 90 seconds. See Chapter 15 for more information on perfecting this.
When you deliver an effective booking talk, combined with sprinkling booking seeds throughout your presentation, you’ll get multiple bookings from your parties. Particularly at the beginning of your business, that’s your primary goal: to get more bookings. Too many new reps — or their sponsors (someone who welcomes someone else to the business) — focus on only achieving sales, so they bring far too many products to show and sometimes skip the booking talk altogether.
I’ll say it again: Your bookings are the heartbeat of your business.
Your goal at your first few parties is to get practice and get comfortable — and yes, to get bookings. These bookings will replace and add to your business and lead to much higher sales as you continue.
When you’re new, you often think to yourself: “I’m running out of time. I’m sure if they want to book, they’ll let me know.” So, your booking talk consists of something like:
“We have a wonderful hostess plan, and I’d love to do a party for you. If you want to book, please let me know.”
That’s not a booking talk!
At the other end of the spectrum are those who go on and on with a booking talk that’s a lengthy bullet-point presentation on the host plan, complete with percentages and half-price and free items. Don’t do that either. One of the biggest mistakes you can make is to start giving every single detail about your host plan. Why? Because it goes right over their heads and you lose them. You’re host coaching before you even have a host.
Your booking talk is not about what a host is going to get; it’s about why they would want to book an event. Your booking message should leave your guests thinking that booking an event is going to be fun. Why in the world wouldn’t they want to do it? They’d be crazy not to take advantage of this. See Chapter 15 for an effective booking talk.
Securing More Bookings
If you do all the following things, you greatly increase your chances of getting new bookings at your parties:
- Do a booking talk. Don’t skip it. When you include an effective booking talk at your party with a strong opening that references the benefits of booking, you create interest in hosting a party long before you get to speak with each guest directly. You want your guests to start thinking about why they should have their own party while they’re having fun with their friends. Your other techniques (such as asking everyone, playing booking games, or booking bonus dates — all covered in upcoming bullets) are much more effective when you’ve already explained the benefits of hosting and created a desire (see Chapter 15).
- Ask everyone. Yes, I’m saying it again. Make it a personal goal to speak about the opportunity to host with every single guest at the party. “Adriana, you had such a great time tonight and were so excited about our products. Can you see why it would be fun to host a party of your own? I know your friends would love the experience as much as you did.”
Don’t leave without a date. Even if it’s only a tentative date. Do your job while you’re at work — going over the details while you’re there with your potential new host will save you a lot of time and energy later on.
In this business, the general rule is, It’s not a booking until it’s dated. When people say they’ll book without setting a date, it creates a false sense of security. You may think you have six or seven bookings, but unless they’re scheduled on the calendar, they’re meaningless.- Set bonus booking dates. This encourages people to book to receive an extra gift from you. Your bonus booking dates are always your two closest dates. You don’t have to offer gifts for booking other nights because your company’s host program is usually rewarding enough.
Play booking games. I’ve never been a fan of games, but I’ve played booking games if my calendar was lower than I needed it to be. For some people, a game makes it easier to incorporate the booking talk into their party script. There are a variety of different booking games — some are during the party, some are before the booking talk, and sometimes your booking talk is incorporated into the game. Some companies encourage a particular game, or leaders will recommend one that they find is successful. If your leader has found success with a particular game and you feel more comfortable incorporating it, go for it!
The studies I’ve conducted throughout the years show that about half of the participants like games at parties and half don’t. So, decide what works best for you. If you’re going to do a game, make sure it gets the results you want — in other words, it should bring in bookings.
Don’t give away something for nothing. An example of a booking game would be having a customer choose a box for a prize. And to receive that prize, they have to complete the action on the card — which is book a party, of course. Whatever you do, keep it simple and short.- Know your dates. Know the dates you want to work and offer those dates, and only those dates, to your clients. Don’t leave things open-ended. Ask them, “Would you like Friday the 14th or Tuesday the 18th?”
Overcoming Common Objections
Choosing the most compelling words and knowing when to use them is a must for overcoming common objections and keeping your calendar full. Here are some common objections and ways you can conquer them.
“Let me check with my friends first”
This is the most common objection to booking a party. What they’re really saying is, “I don’t want to pick a night that no one will come.” This is people’s greatest fear. Nobody wants to host a party where no one shows up. But the reality of it is, they can’t check with their friends without a date.
In response to this objection, say something like this:
- “I totally get where you’re coming from — but I have to be honest; if you go to your friends with an uncommitted question, you’re going to get an uncommitted answer. Like, hey you guys do you want to come to a jewelry party? And they will say when is it? And you’ll say, well, I don’t know. If you give them a date, like the 21st, they’ll say yes or no.
- “And Amy, if too many people can’t come that day, we can definitely move it. So why don’t we go ahead and select the 21st as the option you offer your friends?”
For an online event, say the following:
“Let’s just pick a date and post videos because people can check it out and then watch the videos for over a three-to-five-day period and shop at their own convenience. This usually works for most people.”
“My friends are partied out”
This is a very positive hesitation because it means that the prospective host and their friends are receptive to home party shopping, and they love to do this kind of entertaining. In response to this objection, say something like this:
“Great! It sounds like your friends love this type of entertainment. Maybe I could do something special at your event.” Or: “We’re fairly new in this area, and most people haven’t been to a _____ event yet.” Or: “Let’s date your party as soon as possible before someone in the neighborhood books something else.”
For an online event, try to use simple word choices like this:
“We’ve heard this a lot for online events because everyone has heard of someone having a Facebook party. I’m sure your friends would love to gather for a unique shopping experience. I promise to keep it short, fun, and engaging.”
“My house isn’t big enough”
You may get this response if the home where the current party is being held is quite large. Your prospect may feel inadequate, so make them feel like what they have to offer is exactly what you want.
“It doesn’t take much space, Mary. I can adapt to whatever setting you have. And I have found that when you’re having a great time with friends, no place is too small. Plus it makes the party intimate and cozy!”
For an online event, say this:
“Of course, offering an online event is the perfect response to this question.”
“I don’t have any time — I’m too busy”
The first response would be to help them weed through the busyness in their head. You may want to make a little small talk to find out what your prospect is “too busy” doing. For example, perhaps they normally work part time and for the next week or so are putting in full-time (or overtime) hours and, therefore, are feeling overwhelmed. If they know they don’t have a date for this immediate week, they may be more receptive to the following:
“I’d love to have you as a host. Busy people actually make the best hosts because they get things done, are more organized, and typically know more people. But don’t worry, I’ll do the majority of the work. All I ask is that you get a few of your friends together to have a good time. And honestly, it takes no more time than the time you spent here this evening.”
For an online event, use this type of response:
“That’s what so great about an online event. People can check it out at their convenience, you won’t have to get your home ready, and they won’t have to leave their home either.”
Finding New Business
New business is everywhere. You can connect with new people, expand your network, find referrals, and obtain host and recruiting leads in many different places. This section offers some more ideas on drumming up new business.
Using your social network for referrals
The first step to finding new business is to use your social network. Reach out and ask who people in your network know in that area. Don’t be afraid to ask for help and referrals. Be sure to use your booking lead notebook (see the section, “Building your booking lead notebook,” earlier in this chapter). As soon as someone gives you a referral or a lead, put it in the notebook.
I’ve found the best way to build a business is to use five simple words: Who do you know who? As in, “Who do you know who might like this product?” I built not only my direct sales business on this model but my speaking career as well.
Another strategy is to offer a referral gift. If someone that person knows books a party or joins the business because of their referral, I’d always be sure to give them a special gift to thank them.
When you’re reaching out to your referrals, always be sure to mention who referred you to them:
“Hi, Mary. We have a mutual friend, Kathy, and she gave me your number. I’ve recently relocated here, and Kathy thought you’d be interested in helping me establish myself in this new area. Kathy was very confident that you’d love our products.”
Use my tips on how to secure a booking in the section, “Securing Bookings or Appointments,” earlier in this chapter.
Getting leads from leads
If your leads seem hesitant, let them know that you appreciate their time and that you understand this isn’t the best time right now for them to host an event for you. But before you finish the conversation, ask who they know who might be interested in hosting an event or who might really love the product.
Always ask for leads from leads.
Let people know that you’re looking to build a team and a business in that area, so if they have anyone in mind who might be interested, you’d love an introduction. I’ve found that the third-party approach really works best, especially in the areas of recruiting (see Chapter 18 for more on recruiting).
Continue to follow this trail of who do you know who and work on this daily.
Going where your customers are
Another great way to find new business is to frequent places where your clients would most likely be. You can find customers in the following places:
Salons: Salon owners and hair stylists are amazing resources. They know a lot of people and have close relationships with most of their regular clients. I used to own a couple of Curves franchises, and I was opening one in an area where I knew no one. When I drove to the town, my first stop was at the hair salon. I introduced myself, let the owner know I was opening a Curves, and asked if they knew an amazing person who could run and manage the facility. She immediately gave me the number of three people. And the best part about these three leads? It only took me 15 minutes. So, always ask who do they know who might be interested in hosting an event. And I did end up hiring one of those three!
You can also that suggest the hair salon have an event or pop-up. Use your best booking talk and share how fun the event could be for the salon’s guests and clients. If they hesitate, as a last-case scenario, ask if you can at least leave behind some of your catalogs for the lobby.
I had a very good friend who had an established direct sales business but needed to suddenly relocate. As soon as she moved, she began going to get her nails done and her hair cut every two weeks at a different place each time, just so she could meet new people. Her goal was to reestablish herself through this chain of engagement.
- Online groups: On social media, you can become a member of many types of groups. Find the ones that you can be active in whose members might enjoy your product.
- Gyms: Talk to local gyms, and ask if you can set up a pop-up or table and pass out information.
- Play groups: Depending on the age of your kids, look for local play groups to be a part of. This is a great way to make new friends and find potential hosts, customers, and recruits.
- Networking groups: Networking groups are a great way to establish yourself as a business owner in your local community. People in networking groups are also always willing to share leads and referrals.
- Clubs: Clubs like book clubs, running clubs, and so on are other great places to meet customers.
- Local restaurants: Eat at local restaurants and let them know you have a new business in the area. Develop relationships. If you become a frequent customer, they’ll be more likely to help you as well.
Malls: Even though malls aren’t what they used to be, they’re still a way to meet customers. When building my business, I went to the mall with a small tote bag, equipped with my show-on-the-go. I always made sure that I looked professional and presentable. I went into stores, and when asked if I needed help, I told them that I needed an outfit for things like a convention, business meeting, or gala. I always made sure my answer had to do with my business. Naturally, trying to get a sale, they probed for more information, which gave me an opportunity to let them know what I did. I mentioned I was looking to develop my business in that area and asked if they knew anyone who might be interested.
Often, the salesperson wanted more information on the hosting or business opportunity. I then asked when their break was and whether they’d meet me in the food court to grab something to drink. I then talked about my three Ps: products, profits, and programs (see Chapter 3). I laid out a couple of product samples, a host packet, and a recruiting packet.
- Places of worship: Often, groups at places of worship are more like a community and are more eager to help, especially if you’ve gone to the place of worship for a while and have started to build relationships. If you’re new to an area, finding a new place of worship is often a really good place to start. After you’ve gone several times, you’ll begin to make new relationships and bonds.
- School: If you have children, school can be a great way to meet other parents and teachers. See how you can get involved at school and build friendships with some of the other parents.
Real estate agents: If you’re looking for new business because you’ve moved, ask the agent who sold you your house if they’re interested in helping launch your business or know of anyone who might be interested. Because agents are salespeople too working off commission, they also usually know of the best networking groups in the city. Be sure to ask them for leads and groups you can join.
If you’ve recently moved and want to locate business after relocating, check out the Cheat Sheet at www.dummies.com, search for Direct Selling Cheat Sheet, and discover ways you can find business after you move.
In today’s busy world, with all the technology available at your fingertips, you have the opportunity to mix tried-and-true strategies with social media to find quality leads that will grow and sustain your business.
You can’t build a business overnight. Take it one day at a time and stay positive. Use the third-party approach of who do you know who. People are more likely to refer someone instead of feeling the pressure of making a decision themselves. But if you follow my training and deliver your commercials with passion and enthusiasm, most times they’ll recommend themselves.