Want to attract more distributors? Think like a “cat.”
Posted on June 19, 2008
Filed Under Distributors, Marketing Collateral |
If your job (or one of your many jobs) is to attract your company’s distributors, then you’ve probably noticed something by now: They are independent “cats.” By this I mean, much as real cats do, they do things on their own schedule and for their own reasons. How to attract them? By abandoning dog-like appeals (”Come here, boy?”) and learning to think, cajole, and entice like a fellow “cat.”
The first step in this process is to shift your attitude. Here are some “cat” beliefs you should adopt today if you haven’t already:
- Remember that producers don’t owe you or your company anything. However, you owe them your job.
- Make your communication programs and content about them, not about you.
- Focus on helping them grow their business or serve their clients better.
- Avoid over promising and under delivering.
- Treat producers as strategic business partners, not as fellow employees.
- Be respectful of their time, since the time they spend with you is lost to their business.
Finally, make sure your programs and content pass the “WIIT” test (”What’s In It for Them?”). If they’re not WIIT-compliant, sprinkle them with a heavy dose of catnip.
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