In one of the chapters from Andy Willoughby’s, “Why Aren’t We Rich Yet?” — a must-read networking book discussed on our team’s weekly Blazer Bound Book Club — we recently read about the importance of retaining a product relationship.
In simplest terms, this means that we need to become — and stay — a product of the products in our network marketing business and share our positive experiences with others.
This is no surprise, of course, as we understand success in our profession revolves around consumption of products. But what Willoughby explores — and what really got me thinking — is the lifecycle of a typical product user.
begin taking the products when they feel bad –>
they use the products and feel better –>
they feel better so they stop using the products.
Yes, it seems counterintuitive that people would STOP doing something that only helped them because they STARTED. But on the other hand, it makes perfect sense as Willoughby explains it:
People eventually take the products for granted. They use them every day, and after a while, they forget how good the products made them feel in the beginning. When people begin using health products, they are used to feeling lousy, but then they feel great. However, after a while on the products, they get used to feeling good. For some reason, they stop relating their current feelings to the products. Some people then stop using them. For a time, they do not notice any difference. However, if they go back to their old habits, in days, weeks, or years they will be right back where they were — sometimes worse — before they first started using the products. The products are working just as well as they did in the beginnings, but people take their new level of health (product satisfaction) for granted. They do not remember how it was before using the product. When they return to using the product, it may take days, weeks, or months to get back to that same level as when they first began using it. Journaling the benefits received in the very beginning is the most reliable way to measure product benefits over a long period of time.
The journaling idea is a great one. But what do we do if our customers are unwilling to journal? How do we show benefits and value in continued use of the products? Willoughby has a solution:
Therefore, be sure to take regular time during events and calls for product testimonials. Have people share the benefits they enjoy from the products. Testimonials do not need to be long; from one to three minutes, in most cases, is enough. Having several different people share about different products will get more people involved and allow a greater number of listeners to relate.
We have to understand that customers will feel better, AND YET they will stop taking the products. Our job, therefore, is not simply to expose them to products, but to REMIND THEM of the benefits. And the best way to do this is to ask for testimonials so that:
- You can share those testimonials with others, and
- You can remind the testimonial-giver of their own positive experience