How To Dominate A Product Category (The Article For Business Meglomaniacs)
If you read my last couple of articles, you'll know that I have said there is an overwhelming saturation of products in the marketplace and the consumer is bombarded with advertising messages - so much so that they now tune out. I said that if you wanted to be successful with a new product, you should seek to establish a new product category and I gave you the strategic rules regarding how to do it.In this article, I want to take the concept of a product category and explore it one step further. Let's imagine you want to grow to become the biggest of the big - become a new-age business meglomaniac if you dare. Well, I am going to share a couple of examples of companies that have done just that - and I'm going to tell you the rules they followed to do it.Example One: The Apple i-PodIf there

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How To Use W Edwards Deming
Human beings and the way they interact are extraordinarily Complex. Deming tried to define that complexity.We have since learned the impossibility of defining natural events in a digital way.When we ignore the complexity and allow people to get on with what they want to do by removing the barriers to their performance, their performance becomes extraordinary.I have been trying to discover why there is so much resistance to what is essentially some very basic philosophy.Demings early work on statistics and quality was built around an ability to analyse complex systems and the use of that analysis to predict complex outcomes.Deming was a statistician and his work very soon leaves the basic philosophy and becomes bogged in the complex use of numbers to define complex systems.make note of any things you’ve seen but don’t have in your sample kit. Perhaps your manager or recruiter showed you a few items they had that you do not. Mark one of your catalogs, showing which items you’ve seen. Customers will often ask if you’ve seen an item and will want your opinion of it before they decided to purchase.

Make sure your name and telephone number are on each catalog and order form. If your company requires a party number, put those on order forms before the day of the show. Some companies provide special envelopes for each party. If yours does not, you might want to purchase some plain brown ones. In the envelope, you’ll want to include catalogs and order forms for each party. On the outside of the envelope, record the hostess’ name, phone number, address, date of her show and driving directions.

Some companies provide other selling tools, like flip charts. Familiarize yourself with them. Flip charts typically give a little history of the company and explain the hostess program. Having a flip chart does help one remember to mention the important facts about the company and its programs. If the company you’ve joined doesn’t provide such a tool, you might want to make a checklist for yourself about all the things you need to share with the hostess and her guests at the party.

If your company provides brochures about booking parties or recruiting brochures, make sure your name and phone number are on them as well and take some to each show.

At the party, placing an order should be an easy task for each guest. Plan on trying to have a catalog for each guest. They can put the order form on the catalog to making writing the order easier. Some demonstrators like to have clipboard for each guest. Clipboards can be easily made with heavy cardboard, covered with fabric or contact paper, with a plastic clothespin at the top to hold the order form in place. Make sure you have writing instruments – pens or pencils – available too. Not every guest comes prepared with his or her own pen, and the hostess shouldn’t be expected to provide them.

Once you’ve acquainted yourself with your products, it’s time to practice. Practicing in front of a mirror is a good idea, if one is available. Remember that practice makes perfect. It’s a good idea to practice the entire home party, beginning with your arrival to your departure. Know what you’ll say to the hostess when you arrive and what you’ll say to guests as they arrive. Practice making your display attractive, and take note at how long it takes to do so. You’ll want to have enough time to set up for your first real show.

Practice demonstrating your products in front of the mirror. Pick up each item, tell the price and what it does and another information you have about the product. Take note of how much time it takes for the ac

he outside of the envelope, record the hostess’ name, phone number, address, date of her show and driving directions.

Some companies provide other selling tools, like flip charts. Familiarize yourself with them. Flip charts typically give a little history of the company and explain the hostess program. Having a flip chart does help one remember to mention the important facts about the company and its programs. If the company you’ve joined doesn’t provide such a tool, you might want to make a checklist for yourself about all the things you need to share with the hostess and her guests at the party.

If your company provides brochures about booking parties or recruiting brochures, make sure your name and phone number are on them as well and take some to each show.

At the party, placing an order should be an easy task for each guest. Plan on trying to have a catalog for each guest. They can put the order form on the catalog to making writing the order easier. Some demonstrators like to have clipboard for each guest. Clipboards can be easily made with heavy cardboard, covered with fabric or contact paper, with a plastic clothespin at the top to hold the order form in place. Make sure you have writing instruments – pens or pencils – available too. Not every guest comes prepared with his or her own pen, and the hostess shouldn’t be expected to provide them.

Once you’ve acquainted yourself with your products, it’s time to practice. Practicing in front of a mirror is a good idea, if one is available. Remember that practice makes perfect. It’s a good idea to practice the entire home party, beginning with your arrival to your departure. Know what you’ll say to the hostess when you arrive and what you’ll say to guests as they arrive. Practice making your display attractive, and take note at how long it takes to do so. You’ll want to have enough time to set up for your first real show.

Practice demonstrating your products in front of the mirror. Pick up each item, tell the price and what it does and another information you have about the product. Take note of how much time it takes for the ac

ame and phone number are on them as well and take some to each show.

At the party, placing an order should be an easy task for each guest. Plan on trying to have a catalog for each guest. They can put the order form on the catalog to making writing the order easier. Some demonstrators like to have clipboard for each guest. Clipboards can be easily made with heavy cardboard, covered with fabric or contact paper, with a plastic clothespin at the top to hold the order form in place. Make sure you have writing instruments – pens or pencils – available too. Not every guest comes prepared with his or her own pen, and the hostess shouldn’t be expected to provide them.

Once you’ve acquainted yourself with your products, it’s time to practice. Practicing in front of a mirror is a good idea, if one is available. Remember that practice makes perfect. It’s a good idea to practice the entire home party, beginning with your arrival to your departure. Know what you’ll say to the hostess when you arrive and what you’ll say to guests as they arrive. Practice making your display attractive, and take note at how long it takes to do so. You’ll want to have enough time to set up for your first real show.

Practice demonstrating your products in front of the mirror. Pick up each item, tell the price and what it does and another information you have about the product. Take note of how much time it takes for the ac

th your products, it’s time to practice. Practicing in front of a mirror is a good idea, if one is available. Remember that practice makes perfect. It’s a good idea to practice the entire home party, beginning with your arrival to your departure. Know what you’ll say to the hostess when you arrive and what you’ll say to guests as they arrive. Practice making your display attractive, and take note at how long it takes to do so. You’ll want to have enough time to set up for your first real show.

Practice demonstrating your products in front of the mirror. Pick up each item, tell the price and what it does and another information you have about the product. Take note of how much time it takes for the actual demonstration too, so you’ll be able to tell your hostesses what to expect.

Once you are comfortable with your products, you’ll need to review the programs also, so that you can answer any questions the party guests have, or know where to find the answers in your sales materials.

Next, it’s time to make sure your party hostess is also prepared. Seven days before the show, call the hostess to make sure she has mailed or passed out invitations. Find out if she has had any responses yet, and if she has any idea how many guests might come. If she hasn’t sent invitations yet, offer to do so for her.

Remind the party hostess about the benefits she’ll receive for having the party. Most plans increase the free merchandise to the hostess as sales increase. Ask your hostess if she has selected what she wants for free, if your plan allows her to pick her own free gifts. Having a target amount of what the hostess wants helps sales increase.

Ask your hostess to keep the refreshments simple. Having a huge variety of foods available often puts the focus on the food and takes it away from the products you are trying to sell.

Find out if the hostess has any questions at that time. If you don’t have the answers handy, tell her you’ll call back with the answers after you’ve found out from your recruiter or manager or from your sales materials. Then, call her back as you promised.

Find out if your hostess’ friends like to play party games. Some people love playing games and others do not. As a demonstrator, you need to be flexible.

Five days before the party, make brief contact with the hostess again to see if she has any questions.

Three days before the party, call again, asking if the hostess has a better idea of how many people will attend. Tell her that you need the information so that you have enough supplies on hand. If the hostess has not heard from anyone, gently suggest that she call her friends to find out if they will attend. Suggest that when she does call, that she tell her friends if they bring a friend with them that you’ll give them a simple gift. The more people who attend a show, the bigger the sales and the greater the chance that you’ll book more shows. You want a crowd!

The night before the party, contact the hostess once more. Tell her how excited you are to be doing a show for her friends. If she still hasn’t had any response from her friends, suggest that she contact a few of them to ask that they bring something simple with them to the show – ice, for instance. Being responsible for bringing something guarantees that people show up. Some party plans insist that at least a certain number of guests be in attendance. If yours does, make sure the hostess knows that, so she’ll be sure to have at least that many people at her home.

Knowing your prod