Here’s a summary of an article Brett Duncan recently published on WorldOfDirectSelling.com. Read the entire article here →

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Oh, the thrill of the sale! Have you ever thought about what truly makes selling a breeze? Here’s a nugget of wisdom I stumbled upon: The simplest thing to sell is something someone already wants to buy. Mind-blowing, right?

Let’s dive into a little confession of mine. Often, I’ve seen sales as a bit of an art of persuasion rather than a straightforward offer. You know, the whole “selling ice to an Eskimo” spiel. We applaud those who can achieve such feats, but isn’t it a tad backward? It’s like celebrating the art of convincing folks to do what they’d rather not.

But here’s the kicker for us direct sellers: How often are we, perhaps unwittingly, pushing our sales force into that same corner? Encouraging them to persuade rather than present? And, oh, the disillusionment when they realize not everyone’s buying what they’re selling.

 

The Core Compelling Offer

This leads me to the importance of a central concept for every direct selling company: the Core Compelling Offer (CCO). What’s a CCO, you may ask? To me, it’s the heart of what we offer, the essence that captures why our brand exists. It’s that irresistible proposal that our target audience just can’t say no to. But, how many of us can claim we have our CCO down pat?

In the whirlwind of direct selling, with its constant evolution and the barrage of updates and transformations, it’s easy to lose sight of what truly matters. Yet, without a solid CCO, what’s the point?

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Your compensation plan might as well be monopoly money, and your website a deserted island if your offer doesn’t convert.

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From my own journey, I’ve seen that at the core of every success story in direct selling is a CCO that just works. Yet, it baffles me how many companies overlook this cornerstone, either never really defining it or letting it fade away.

But here’s where I throw down the gauntlet: It’s time for a deep dive into refining your CCO. For some of you, this might be a moment of confident nodding, secure in the knowledge that your CCO is rock solid. For others, it’s an invitation to embark on perhaps the most transformative journey for your company in 2024 and beyond.

To get those mental gears turning, consider these prompts:

• Why does your company exist?
• What problem are you solving?
• How does your offer align with your mission?

Once you’ve tackled these, it’s about simplification and clarification of value, not just in terms of price but the genuine value your offer brings.

And then, there’s the reevaluation of your offer from the perspective of both the customer and the distributor. Is it truly accessible? Does it make sharing effortless for your distributors? The ultimate litmus test is whether your entire operation could be, or perhaps should be, built around your CCO.

So, as I sit here, musing over the essence of direct selling and the transformative power of a well-crafted CCO, I can’t help but wonder: What’s your company’s core compelling offer? Because, at the end of the day, the easiest thing to sell should be something that doesn’t need selling at all.

THE FULL ARTICLE

 

Let’s Uncover Your Core Compelling Offer

Need help deciding what your CCO is? Or maybe assessing how your current communications align with your COO? We do marketing assessments for direct sales companies often, to help them decide if they are communicating clearly. Contact us and let us help you, too.

Read the original article in its entirety at WorldOfDirectSelling.com.