Getting Customers - The Value of USANA
These are tough times financially for many people, and even those who are not feeling the pinch are watching their pennies closely - if they are wise.
So how can we demonstrate the true value of USANA to our customers and to those who are undecided about USANA? Unless they see that the value of USANA exceeds the cost, why should they buy it or continue to?
So, what is the price of health, the cost of disease, the value of prevention? It's in the 'eye of the beholder', and what you and I believe is not necessarily what our friends believe. However, it's our responsibility to enthusiastically (communicating our own belief) give people information that will allow them to make an educated decision, if that's what they want to do... if not, "Next"! This applies when you are sharing USANA and when you are giving world class customer care.
Try one or two of these materials on your customers and prospects, and let us know what happens. You may find it easier to get 5 new customers every month, and to keep those you have.
- The Comparative Guide to Nutritional Supplements - Lyle MacWilliam
- Here we compare USANA's flagship product The Essentials to other products available on the market. This is third party research and proves the quality of USANA products through scientific research.
- Why do We Age, Get Sick, Get Diseases? Brochure
- Here we educate people on how we age, get sick and get diseases using an easy step by step guide.
- What do Vitamins and Minerals do for me?
- Here we educate people on where vitamins and minerals come from, how much is enough and why they are fundamental in maintaining long-term health.
- Health Product Handbook
- Here we have a professionally designed handbook with all of the product range - There's a product for everyone's specific needs here.
So there you have it. A simple guide to educating and information potential customers on the benefits of why they should take a supplement and why they need to take USANA products to maintain long term optimal health.
"Doing Life" Plan
Every week (best on Sunday night or Monday morning) let’s sit down (perhaps with our coach on the phone) and look ahead day by day to see where we will be “doing life” this week.
As we do this, let's think about who we are likely to see in each of those places, who we want to share our Story with, and write down the names of those with whom we want to share USANA. As the week progresses, we can record who we talked to, the key points of the conversation, what we gave them, etc. We can also write down the names of other people we met and what happened.
"Doing Life” Plan Example
Jill (a stay-at-home Mum) talks to her coach every week and makes her “Doing Life” Plan, she identifies one or two people she expects to see and talk to.
Each day she adds to her “Doing Life” Plan names and notes of conversations she has had during the day, and what material (DVD,Brochure etc) she loaned them. She also documents follow-up with others she has already spoken to.
Some days Jill will talk to different people from the ones planned; that’s great: she still has the original names listed and has added more to her Memory Jogger!
At a rate of 2 names a day Jill will grow her Memory Jogger by at least 10 a week, so at the end of her first 60 days, she will have 80 names on her Memory Jogger – all fresh names of people she meets while out ‘doing life’. She will also be really good at sharing her Story.
Jill uses her USANA Virtual Office to record her prospects, schedule her follow-up and record the activities that turn them into Customers and some into Associates.
This approach easily gives Jill lots of people to invite to her Health & Wellness Presentations. The invitation will be face-to-face, fresh and much more effective than by phone or email. She will use the standard ‘Inviting Formula' invitation approach, but the first ‘Call’ has been done face-to-face while out ‘doing life’: the most effective way we know.
When completing the “Doing Life” Plan each week, Jill will, of course, write down any USANA Events she plans to attend. This makes sure her "doing life" plan includes her USANA activities and reminds her to invite (or confirm her invitation with) people to the events.
The “Doing Life” Plan makes a perfect discipline for everyone, from brand new USANA Associates all the way to Gold Directors.
For New USANA Associates
In addition to starting with their “Doing Life” Plan, the new USANA Associate should also work with their sponsor/coach on 'Designing your Ideal Team', so they know if/when they are likely to meet those 5 people while they are out ‘doing life’. This is important as they want to do everything right with those people.
From their first week the new USANA Rep should get their sponsor/coach on 3-way calls (if the prospect agrees) when following up with those they have spoken to. With anyone open to the business, they can invite them to meet with their sponsor/coach at (eg) a local cafe.
For Leaders/Coaches
If you are a Leader of your USANA Team and want to coach your teammates, (as well as using the “Doing Life” Plan yourself) this will be an excellent tool to help your team member build a face-to-face contact plan, and hold them accountable if they are willing.
As you work with your "Doing Life" Plan, please let us know how it goes, what you learn, what you would change (we are always re-tooling and re-engineering to perfect our approaches). Then we'll share your experience and refine the "Doing Life" Plan in the coming weeks and months.
Sharing Your Story
Did you realize that first impressions count? Did you know that we only have a few seconds to make a lasting impression? That's true of us, and it's true of USANA ... so what we say first to someone about USANA really matters.
How often have you responded to the question: "What is USANA?" with something like: "Well, it's the number one ranked multivitamin in the world by the comparative guide to nutritional supplements umm.. etc etc." Not very exciting, it'll hardly grab their attention and make them want to know more!
How often have we been equally unconvincing when answering the other common question: "What do you do?" We usually say something like: "I represent a company that produces the number one nutritionals in the world ... it's called USANA have you heard of it?"
For years we've done this. We've actually trained everyone to be pretty boring: "Watch the person's face, you'll see one of 3 reactions - the blank look, the skeptical frown or wide-eyed excitement."
While that is true about the reaction, we now realise that our response is boring and we're missing a great opportunity.
We should be responding by sharing our story! Answering their question will be part of the story.
Our primary goal, every day, is to share our story as often as possible.
But that's only true if we share our story in 30-45 seconds ... and then wait for the reaction (there are only 3 - see above).
We now realise that if we tell our story well, we'll have a lot more of the 'wide-eyed excitement' or at least the 'skeptical frown' reaction - both are equally good; just beware the 'blank look' (they probably have zero interest!)
So your story is the best answer to both questions - but it needs to be great. And it will be great if you've taken the trouble to write it down, refine it, shorten it and make sure it covers the head and the heart reasons why we love USANA. See you're sponsor to refine your story. You will learn there the importance of both your Product Story and your Business Story soon.
We suggest you sit down with someone (eg. your sponsor) and tell them the long version of your story; use the heart felt approach below. They take notes and then you both work on bringing out the most important points in the right order, with the right emphasis ... all in your own words, with tremendous enthusiasm.
Armed with your story(s), share them every day, at every opportunity, with everyone you meet, and you will be successful. Ask your friends and family if you can practice on them! Continue to refine your story as you go. Remember - keep it short and full of heart.
Here's a quick example of a short product story:
- "I market a product for people who have a low immune system and don’t want to catch colds anymore, like I did."
Here's an example of an ideal product story:
- “I market a product for people who have a low immune system just like I used to have. I used to always get colds as the seasons changed and have to go on antibiotics. Then one day someone said to me, “Why don’t you try this?” After two days I had recovered and six months later I haven’t had one cold. Do you know anyone who might like to know about a product like that?”
Sharing a DVD or Brochure
This is the foundation of our business, so work on your skills until you are really good: Share, Have Fun, Follow up. Keep it simple too, so that your customer who thinks about the business says: "I can do that!"
Which USANA DVD/Brochure do I use?
USANA offers a variety of professionally produced DVDs/Brochures designed for a variety of audiences, situations and uses. Healthcare professionals explain the science behind USANA. There is no "perfect DVD/Brochure" - use the one(s) you like best and/or the one you have with you: you can't give the wrong DVD/Brochure to the right person.
To see all of USANA's material simply log onto www.usana.com go to - > "Shopping Cart" - > "Business Tools"
Choosing the right DVD/Brochures for you:
- Go through as many of our DVDs/Brochures as possible. It's a great way to learn more about USANA and the USANA product line and to strengthen your belief in our great products.
- Use the DVD/Brochures that first sold YOU on USANA or your favorite DVD/Brochure. Go with what you know. Let your own experience be your guide. "This DVD/Brochure made a real impression on me. I'd like you to check it out, too."
- Our DVD/Brochures are great for customer education, too. There's no better way to reinforce the USANA habit with your existing customers or to get them to try other USANA products.
How to Share a DVD/Brochure
- It's very easy to introduce USANA: people are very happy to talk about their health, or how/what they eat (usually bad) ... then you can tell them how you get the levels of vitamins and minerals you need conveniently and affordably. Another good way to turn the conversation is to say: You seem like a person who is interested in health/nutrition, or Do you have children? How do they eat? They don't eat their fruits and vegetables do they? Then offer your solution to the problem.
- When introducing USANA always first use your story.
- Share your enthusiasm for USANA briefly: tell your Story in 1 minute or less without exaggeration, but with sincere passion.
- ALWAYS ask if your prospect will check out a DVD/Brochure. Ask before you offer the DVD/Brochure. This DVD/Brochure made a great impression on me. You'll learn about. ... vitamins and minerals and what part they play on our long term health, nutrition and the role of USANA in helping you to bridge that gap between what you are eating and what you should be eating. I'd really value your opinion.
- ONLY give them one DVD/Brochure. If they decline the DVD/Brochure offer ask them to visit your website. Make sure you label (with phone number and website address) is on all your DVDs/Brochures unless you don't care if you lose them.
- When they agree to check out any of your material, make an "appointment" to call them back. I would really value your opinion ... can I call you on Wednesday (2 days later)? What would be a good time for you? ... Ok, I'll call you at 8pm on Wednesday. Confirm their phone number.
- Then "all" you have to do is follow up. "The fortune is in the follow up"
Online Videos
You can now have a prospect check out our great material online. There are several ways to do this:
- Send your friend to your website and ask them to click on "View the Video"
- Video email - copy & paste the entire text and image into your email
- Video link - copy & paste a link into your email
How to follow up after sharing a DVD/Brochure
Practice until you know you are speaking with boldness and confidence especially when you are "asking for the sale".
You could write/print this on 3x5 cards and keep them by the phone so you know the questions that you need to ask them. Before you call, put a smile on your face - that puts a smile in your voice!
- Hi .... how are you? Is this a good time to talk?
- I was calling about the DVD/Brochure I shared with you, what did you like best about it? Do NOT ask: What did you 'think'? (Then listen well to what they say.)
- Does USANA make sense to you? (..... it did to me - tell your Story briefly)
- I would love you to try USANA for a few months and see what it could do for you.
They will ask how much it is and how do I get it?
- THAT'S THE BEST PART!!! It's just $2.40 a day!! That's much less than a Starbucks coffee! It comes in a box - 1 month at a time, but you pay in monthly installments of $74. You are in complete control.
- If they say that's expensive ask them: compared to what? degenerative disease? That's expensive!! What is your health worth to you? Try taking $2.40 to the grocery store and buying fruit and veggies with it - that's what USANA costs - and that produce won't even be of high quality!
- I would love you to try USANA for a few months to see what it could do for you. We take Visa, MC, AM EX (or we can do a direct debit) which would you prefer?
- I can have USANA shipped out to you tomorrow, and you'll have it in 2-3 days. I will give you a courtesy call after you've received your order, is that ok with you?
- If you don't have an email address for them, ask for it. If it's ok with you, I'll send you an occasional email with new information about health and nutrition.
- If they haven't listened to the DVD/Brochure or they say they need more information or they have to think about it, then say: I know you are busy, and I am too, so when would be a good time to call you back? If they cannot decide offer a second DVD/Brochure.
Put all this into your own words - write them down and practice. Learn how to follow-up in a timely fashion, ask the right questions, listen well, and respond sensitively and you'll hear few "no"s.
Placing the Order
When they say "yes" place their order at your USANA Virtual Office, at the usana.com website or by calling the Preferred Customer Order Dept. at 1800-670-126
Follow-up
Once you have a customer, learn to use our Customer Care system to keep them and convert some (10%) into Distributors.
How to Set Up the Follow Up and Close Effectively
"The Fortune is in the Follow-up"! You will hear this often, and it so true however this is something that is a stumbling block for anyone who does not have sales experience. I have provided advice on how to talk with a potential customer to educate and steer the conversation into a natural positive conclusion and get them to look at the brochure etc – Now the important part, when I hand over a brochure to a client I always hold onto one end of it and don’t let it go until I AM READY. If I let them have it too early, they start looking at it and reading and they are NOT LISTENING to what I am saying. KEY POINT when setting up the follow up and close.
I will say to them “I want you to take a look at the information in the brochure and (I will then turn the brochure over to where my information label is on the back with the website address of www.nickdavid.usana.com customer website) most importantly I want you to go to the website to look at what taking USANA will do for you. Can you do that? (they will always answer YES) Great...I’ll call you tomorrow or the next day to answer and questions you have and to get you started on it, is tomorrow or the next day best for you? What time is best for me to call you?”
Once they have given you a time and day to call – challenge them to make sure they are going to be available “ARE YOU SURE this is going to be a good time? When we talk I can answer any questions you have and GET YOU STARTED” this places importance on YOU and YOUR TIME and again reinforces the goal of answering their questions and getting them started on USANA...you are ASSUMING AND DRIVING THE CLOSE.
By saying up front that you are calling to answer their questions AND TO GET THEM STARTED ON IT, you have already pre closed with them and set the expectation with them that this is what is going to happen. So it is then very easy to just get the job done!
This is a good indication of just how important it is for us to follow up:
- After Sharing a DVD/Brochure
- After a guest has attended a Health & Wellness Presentation
- After someone attended a Health & Fitness event
- Before a customer's second box of USANA is due to ship
etc., etc., etc.
We really don't need to say more here, except that good follow-up may make all the difference between success and failure.
Getting Customers - The Art and Science of "The Drip"
Technology x Persistence = Success
USANA's follow-up newsletter is a good example of an effective "Drip" system; one part of the follow-up needed to keep a Preferred Customer.
Follow-up is a key success factor at every stage in this business, even before you have a customer. When you hear "No" it usually means "Not yet". The challenge is to make follow-up simple and to never give up on the "No" (“I haven’t checked out the DVD/Brochure”, or “I don’t want to start USANA ”). You want to still be in business when she says “yes” (“Now I’m ready”).
Follow-up with those who say “Yes” and “No” can basically be the same, and can be achieved with what is often called a "drip list", a list you maintain of people with whom you want to keep in contact in a regular but unobtrusive manner.
Deciding who should be on your drip list is simple. First your customers need regular education and reinforcement – they are the foundation of your list. In addition, you have a prospect who checks out a DVD/Brochure (or doesn’t, even after persistent follow-up!) and says "No". Ask: “John, I can appreciate that this isn't a fit for you right now. Is it alright if I keep you informed of any new developments?" The answer is almost always positive. John is added to your drip list and stays on it until he asks to be removed.
To your drip list you should send invitations to Health & Wellness seminars, write a note and share a newspaper or magazine article once a month or so. With a simple 3x5 card system or a good computer program, you can "drip" on your list in as little as an hour a week. It’s definitely worth the time.
What if there were a way to contact that list on a more regular basis, with less time spent, at less cost. With email there is a way, and it works really well for us.
If you use email you probably already write to a list of your online friends. Get into the habit of asking everyone for their email address -- more and more people have one these days. Now you can also communicate with your customers, prospects and Associates via e-mail every few days. You might send updates about company news, events around the country or forward a product or inspirational story.
- Set up your email program with a distribution list of your entire online team.
- Now set up a second list for your customers, one for your product prospects and
- Set up one more for your business prospects.
- We recommend Mailchimp for ease of use when managing email lists and sending out auto-emails (autoresponders) and/or once off messages.
Mention to them on the phone or via email that you'll be adding them to your list. (This shouldn't be unsolicited). Now, each time you send email you can send health and product information to everyone, and business related information to your organization and to your business prospects as well. Send these emails with 'blind copy' so the list of addresses is hidden (your recipients will appreciate this!)
Your customers and prospects will learn the role that education plays in this business, as evidenced by your frequent communications with them. More than any other result, the email drip technique keeps you, USANA and the opportunity in your Associates, customers’ and prospects minds. And that's powerful.
Eventually, each person on this list will either ask to be removed, become a USANA Preferred Customer, or join your team. You can rest easily knowing that either decision will be a well-informed one.
Using the Nutritional Assessment to open conversation about USANA
Here is how to use the nutrition assessment document to open conversation with clients about USANA:
Do the basic nutrition assessment with your client (this can be downloaded from Team UC Uni Downloads Area - Or ask your sponsor for it) - hand/email it to them and have them fill out the answers 5 min simple.
Look for the questions that talk about their fruit intake and veg intake
When you see that it is lower than 7-9 serves of fruits and veg daily (this is the min required amount for people who are exercising/working long hours/under stress/poor diet etc) then all you need to do is say:
"Ok I can see that we need to address your foundational nutrition straight up so that you are getting what you need to increase your energy, train effectively, recover quickly, prevent you from getting run down from the load, and help you achieve the goals that you want to achieve. We absolutely need to up your intake of vitamins, minerals and antioxidants that usually come from your fruit and vegetables on a daily basis because you are way down on what you need to be eating. If I can show you how I do it, and show you a way to do it which is convenient, effective, proven to work in gold standard research, and will be less than a cup of coffee a day does that sound good to you?"
People know they need to eat fruits and veggies what they don't know is why... now you may get clients that ask you questions and want more information...and even though you will have the knowledge because you are going to read up on it to feel confident you will not stand there answering all of their questions because this will eat into the training time....so here is how you handle it:
"That's an excellent question and you will no doubt have others so I want you to take this DVD/brochure home and read it, and I want to follow up tomorrow with you to get you started on it... sound good to you?"
So you are setting up the follow up within 24 hours (really important to act on it fast), and by saying "to get you started on it...sound good to you?" you are assuming the close with them so that it is very easy to make the follow up call to get the order.
If you use this system exactly as I have documented it for you here you will find it easy.