Today in the Social Strategy Squad we had a training where we talked about how do you know if it’s time to leave your current direct sales company? We went over all the reasons you really shouldn’t leave, and all the things that make you go hmmmm. After the training, I received messages from members of the #squidarmy asking me, “Is this my company/product’s issue or is it mine?”
This question was asked by people spanning the gamut. So before you think that one company or another is having the issue, I want you to know this for sure. No matter what you read in the groups or what people tell you, in any direct sales company out there, you have people who are doing well, and people who are struggling. There is no one company that is universally the problem or universally not a problem.
However, be that as it may, this is exactly the question that you want to ask. Because its only through asking this question that you can truly identify what issues exist in your business. And once you know what they are, you can troubleshoot them.
How we got here
Direct sales saw a MAJOR boom over the last 5-7 years. The entire landscape changed thanks to social media. Facebook in particular, it opened up a whole new audience of people to the idea that they could make money at home. It was the new hotness for several years. People were making money hand over foot. And you can STILL make money, but the problem is, we are no longer in a world where if you simply build it they will come.
Back in the day, all you had to do was say, “PARTY HAPPENING!” And your door would be broken down by excited people who couldn’t wait to get the newest print, face cream, lipstick, or candle. But now, people have all the candles they need, and they don’t need YET another skirt in the same style they already have 30 of. Which means that we need to find new customers. It means that we are now the same as every other small business out there. And as such, we fall prey to the same issues as every other business owner. We struggle with marketing ourselves, creating value, attracting new customers, retaining repeat customers, upselling, etc. This is totally normal for small businesses.
Here’s the thing, no matter what anyone tells you, the product doesn’t sell itself. YOU sell it.
This is a bit depressing….
I know you know this already, so you don’t need me to tell you that, BUT, based on what I just wrote, you’re probably feeling a bit panicky, anxious, like um… is that supposed to make me feel better?
The answer to that is yes, yes it is.
Because the bottom line is this: if no one wants your product, then there’s nothing you can really do about that. You can throw your hands up in despair and say, “Well, no one wants this product anyway, that experience was a bust, I’m out.” Because you have no control over that. You can’t facilitate any changes at all. So yeah, it makes total sense to feel defeated and frustrated.
If the problem is with the approach to the business, well – that’s a whole ‘nother ballgame. Because you have 100% control over every single aspect of your perspective and over every single activity that you engage in to grow your business.
You totally do.
And that means, you can make changes in your business practices to facilitate that growth. You can approach your business from a new perspective that allows you to recognize that the product, though great, requires a MARKETING AND GROWTH STRATEGY AND PLAN.
And you can write that! There’s a link for it in the Squad Academy where we walk you through the entire process.
Ok, so what do we do….
So, before you feel disheartened, and like you may have made a big mistake. If you aren’t sure what to do next, know that that’s exactly why I set up the roadmap. I set it up because there are like 30 steps BEFORE you get to the point where it’s time to ask yourself the question about whether it’s the product or not. Because here are just a FEW of the factors that can influence low sales.
- Too many sales posts on your business page
- Not enough sales posts
- Not enough engagement in your group
- Too much engagement bait
- Not enough keywords used in any posts
- Not a lot of product variety
- You aren’t selling in a way that’s compatible with your target audience
- You aren’t tapping into their pain points
- You’re doing a lot of things you think are IPAs (income producing activities) that are actually just As (activities – as in, they don’t make any money) and so you don’t see results
This is a list I wrote off in about 30 seconds. AND I didn’t even have to break a sweat to do it. Which is once again, A GOOD THING. It means there are a lot of things over which you have agency. You have control. YOU CAN make the changes you need to that will allow you to find success in your business.
Making a Change
The first step towards making the changes are to take a look at the list above. Head over to your business page or your group, and examine it with a CRITICAL eye. Ask yourself if you engage in ANY of the habits listed above. If you do, you have a starting point!
And, if you’re looking for more help, or a detailed step by step guide through figuring out why your business may be struggling, you can head over to the Social Strategy Squad!