We have discussed diverse topics on this blog – from Culture to Structure.

But none of them will have an impact if we do not have our fundamentals strong.

Firstly, Congratulations that you have joined this industry!

It is one of the few showing stark growth rates even during the pandemic.

However, we must come to terms with the current scenario and not fight blindly.

Even though we are into better times than before, there are still a lot of people who see the industry in a negative light.

Search for ‘Direct Selling’ or ‘Network Marketing’ or ‘MLM’ on Google/ YouTube. You will notice most of the content appearing are spoof/ mockery/ expose of pyramids.

There is clearly a difference between pyramids and legal MLMs, but riding on the trend is a kind of go-to attitude for creators.

Since ignorance is the vehicle, we choose to ride on the myths of the industry and continue to spread the misperception.

I hope we would benefit from the Indian Government’s decision to empower the industry, but till then we have to work on Ground Zero.

And when we are working on ground zero in an industry with negative mass perception, being strong in fundamentals is critical.

Let’s look at 3 critical skills which will help us strengthen our fundamentals:

1. Consultancy over Sale
2. The art of reversing skepticism
3. Follow-Up and People Skills

Consultancy over Sale

Sales are incredibly essential for any trade on this planet, yet for some reason, Indians don’t like salespeople.

So what do we do?

We use skills from sales but orient it towards consultancy. Own ourselves as a consultant.

Gear our communication towards problem-solving of our prospects.

But how do we go forward with such a technique in our profession?

Very Simple!

Doctors in my opinion are the best salesperson out there, consulting away a diverse portfolio of medicines every day.

Now how is she/he able to pull this off?

Imagine the entire process of their consultancy.

You make an appointment, they have a look, maybe run some diagnostics, and then prescribe you some medicines. Right?

Have you ever run into a doctor who prescribes medicines without even taking a look at you/ looking elsewhere from where the problem is? No, right?

Sales is also a similar affair.

You have to know what your products are ( the supply ) and which kind of problems/ gaps (the demand) they apply to.

Only then you will be able to map both of them at the correct time, in the correct place, and to the correct person. ( through WWW technique)

That’s how you refine your communication and leave an hour (/or two) of consultancy filled with value for the prospect.

Irrespective of whether they buy from you or not.

Always remember…

The universal difference in consulting vs. selling: a salesman tells a buyer what he/she needs but a consultant helps her discover what it is exactly that he/she needs.

Reversing Skepticism

The Middle-Class Mindset in India is so visceral and complex, that we can write an entire book on it and not be able to say enough.

The band has only expanded during the pandemic in India. So marketers are going to study it more deeply now than ever.

For us, we will concentrate on the one chief characteristics of this Indian Middle-Class Mindset –

Indian Middle Class is skeptical.

Skepticism runs high in the middle-class band, and they have a sense of risk governing their purchase decisions.

So when you start a business relationship, trust will mostly be zero.

We have to build trust with value at all points of our interaction. Read carefully. At all points.

How does it translate into our business where value is already high compared to traditional markets?

To spread awareness regarding the fact that value is high. Most people do not know that.

As I mentioned before, the general perception of the industry is negative; and that is driven by ignorance.

Direct Selling provides more value with its products by converting advertisement and supply chain costs into cashback and commissions. We just need to demonstrate this different business model to prospects.

The best way of doing that is using the contrast with a traditional cousin. Let’s take this example:

This is not only true for Lux but overall Influencer Marketing. But this serves as a good demonstration.

From the 1930s onwards, most popular actresses have blended their faces with the brand. That’s what Influencer marketing is right?

Do these actresses use the product? You will find that in most cases they don’t.

Again, most people don’t know that. Or maybe they don’t care.

But this is where they will care. The influencer somehow affects the pricing of the end product, along with other advertising assets and mediums. Add to the fact that you can give a better quality product at the same price or less.

To show people’s mistakes that they have been committing for years is the best way inside their minds.

Indian Middle Class is skeptical, right? Well, this is how you put their skepticism against them.

You can set this as an opening context to show a live demo of your product and accentuate the contrast between the traditional mode of Sell and Direct Selling. Even if they don’t buy from you at the end of the day, you have imparted value to them.

You have floodlighted the mistakes they have been committing for years.

In a country where people do not give one extra rupee to a beggar and invest tens of minutes arguing over a 2-3 rupee discount on veggies; information like this is a value add.

Once the value add is provided, let them know that a better product is out there in the market for the same price offering more benefits. Show a live demo right away.

If they still do not budge, smile and assure them that you are just a phone call away in case they ever change their mind.

You reverse skepticism only through value.

Relationship Building

If you have read How to use Communication for sustainable growth in Direct Selling, you know how important funnel building is for this business.

The consumer journey is longer hence the funnel is deeper.

The only way to hold people throughout the funnel is through building strong and powerful relations.

A follow-up system based on relationship building knows the difference between remainder and irritation. And that is the kind of follow-up we need otherwise we would practically die in the business.

Nobody makes up their mind during the one/two hour home meeting that they need to start using the product.

Let alone, be a business partner. I have observed that most of the long-lasting business partners are created in the MOFU.

Follow-Up in Direct Selling is a challenging task and needs to master because you have practically only one medium – the telephone. Unless you happen to meet that person every day in person.

Again an important skill that will be helpful for you to master the art of follow-up will be the WWW technique. You need to deeply think about possible outcomes before saying/doing anything.

Mistakes are largely minimized by this technique, and also it enables you to learn from mistakes – both yours and others.

So, while consultancy that focuses on reversing skepticism will set the right tone for the relationship, follow-up will brew new possibilities by opening up the deeper sections of the funnel.

A diligent follow-up will close the loop of a prospect for you. Rest we will leave to luck.

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To summarize, people do not like anyone screwing up with their hard-earned money.

In India, people will buy a product at a larger price from a supermall but bargain for a few rupees on the street.

Unfortunately, you are going to be perceived in the latter group most of the time.

The only way to position yourself as the other group and actually make people buy, we have to demonstrate ourselves as competent consultants. Individuals who are fixed at problem-solving and value-adding at all nodes of interaction.

Value added might not always be monetary. It can be putting a floodlight on the mistakes prospects have been committing for days.

And once you have done the groundwork right, you are providing enough inflow at the Top of the Funnel.

To go deeper into the funnel, you will need People Skills and have to master the art of Follow-Up.

You need to deeply think about possible outcomes in your early stages to minimize errors in relationship building.

Set the fundamentals right…from the beginning.

So that when we duplicate/scale up, the process is potent.

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