Direct Sales Training – Are You Smarter Than a Junk Dealer?

Most of us balk at being called a junk dealer, but follow along with me.

One of Napoleon Hill’s stories in “Think and Grow Rich” made me consider how many of us aren’t even good junk dealers. Sometimes you think you’ve hit the mother load in your business – a great customer, a superstar recruit, the next big promotion – and then something happens and you call it quits. You figure you’ve tried EVERYTHING and NOTHING WORKS. You think it’s not meant to be, so you give up hope and give up striving.

Guess what? You’re right. You’re also wrong.

In Hill’s story, a man “was caught by the ‘gold fever’ in the gold-rush days, and went west to DIG AND GROW RICH”. His hard work proved his claim to be the richest in Colorado, and after more time, sweat and money, they reached a break-even point with the venture.

And then the vein was lost.

Oh, they kept drilling, digging, searching, and scrambling to find the vein, but invariably, as most sad stories do, this one ends with the decision to give up, sell everything and return to the life he once knew.

But for one savvy junk dealer, this is not a sad story.

You see, he bought all the equipment from the man for pennies on the dollar and then made a brilliant decision: he hired an expert to advise him on what to do next.

After crunching a few numbers, the expert said that the first man’s didn’t know what he was doing. In fact, ‘his calculations showed that the vein would be found just three feet’ away from where the first man quit.

The junk dealer became ridiculously successful mining millions from the very vein that was thought “lost” by the first man.

One man’s trash is truly another man’s treasure.

Now the first man didn’t “just quit”. He kept trying for months after he first struck gold. Had he sought expert help, though, he could have saved himself a ton of time, money, energy and the humiliation of apparent failure.

Do you think you’re smarter than a junk dealer?

No doubt the first man thought he knew exactly what he was doing – and that he was doing it right. He did strike gold in the first place. He was successful at first, wasn’t he?

How could a junk dealer know more than he did about mining gold?

The point is the junk dealer didn’t assume he knew more than anyone. He sought out an expert to handle the details he was unclear about. As a result, the price he paid for that wise counsel paled in comparison to the great riches he mined from his claim.

Many times MLM and Direct Sales reps do the very same thing: struggle for months with what you THINK you know to be the gospel truth about running your business. You might even listen to a few voices in your up-line that offer advice to you about the best methods of prospecting. But are they truly experts? Nope. They should be experts on running their business, NOT running YOUR business. Just because they’ve been successful in the past doesn’t mean their advice will serve YOU in the present – or even into the future.

This is a CRITICAL mistake that so many people in this business make.

It is unreal how many people say “I just do what my up line tells me” blindly obeying every command from their up line. Lest you think I’m being one-sided here, it’s even MORE unreal to me how many people choose to ignore completely the advice their up line gives them, and then struggle to be successful, ultimately quitting because “that MLM stuff doesn’t work”.

So what should you do? Be at least as smart as a junk dealer.

Don’t assume you know everything – you don’t or you’d be at the top of your pay scale in your company.

But don’t assume your leaders know everything either. They can’t possibly be expected to know everything under the sun about running your Direct Sales business – chances are good they built most of their “empire” using outdated tactics that barely work for them anymore. There’s no way they have time to learn Internet Marketing Strategies, Direct Response Strategies, Bulk Mail strategies, P2P Strategies, and any other strategies that come down the pike in the next 5-10 years. At best, they’ve picked up a few things that work for them, but that doesn’t guarantee it’ll work for you.

Don’t be afraid to ask for expert advice. And don’t be afraid to invest in your business education. Experts are rarely free, but their advice is sound and usually guaranteed for the price you pay. And the cost of that investment always pales in comparison to the return on the knowledge you’ve gained.

Marketing the Professional $40-$55 an Hour Tutor

One of the most critical considerations if you’re going to charge a rate of $40-$55 an hour as a tutor is the marketing plan. How will you let everyone know about your great tutoring service? Well, let me show you.

Why do we market?
Simple answer to a simple question: We market so that people know about our business and use our services.

Who do we tutor?
The conventional target market for a tutoring service is the following: K-12 private and public school students. However, this is not the only market that needs tutoring. Do you have a large college population in your region? You may want to market your services to them as well.

What do we tutor?
You can tutor Math, Science, English, History, Foreign Language, Standardized Test Preparation, etc-anything and everything that a student could potentially need help in. There are a host of Standardized Tests aside from the ACT/SAT including: GMAT, GRE, LSAT, GED, TOEFL, AP, etc.

How do we Market to our Chosen Demographic?
Once you have pinpointed your target market, it’s time to consider how to reach that demographic. There are an assortment of marketing methods that you need to be aware of in considering how to reach your demographic. Here are four good mediums for marketing your service:

#1: Newspaper AD–Have a well-developed, professional banner ad in your local newspaper advertising your tutoring service. Run this ad on a consistent basis for 6 months to a year tracking how many customers have called you from looking at your newspaper ad.

#2: Direct Mailing–A direct mail-out is a fast and inexpensive way to reach your target audience. Call a direct mailing house to do a search for all homes with high school age students in your zip code. Then do a mail out. If it’s ACT/SAT time of the year, make ACT/SAT preparation your top priority in your mail out.

#3: Brochures–Leave professional brochures at your pediatrician’s office, dentist’s office, toy store, etc., anywhere and everywhere where moms and dads of school age children congregate. Of course, you must ask the owners of these facilities permission to leave the brochures before doing so.

#4: Give Speeches-PTA groups, Churches, and business groups always welcome guest speakers. Faculty in-service meetings are also a good place to give a guest lecture.

I hope this has been a helpful article on how to market yourself as a professional $40-$55 an hour tutor. Good luck!

Robert Weigel tutored on the side for $40 to $55 an hour during the recession. He was overloaded with requests for tutoring so that he had to hire tutors to work for him. Eventually, his tutoring-on-the-side became a $100,000 part-time business.

He is the author of How to Tutor for Cash Ebook which is available at

Marketing From Both Sides Of The Ball

In the world of business, marketing is often conveyed as a game. It is not uncommon to hear or read of a company “playing the marketing game” or “establishing a marketing game plan”. In many ways, referring to marketing as a game is an accurate way to explain it. In fact, it could serve as a highly effective way to convey the importance of it in any business model.

First and foremost, success in marketing endeavors requires strategic planning. Like a football team preparing for Sunday’s game by watching tapes and running drills, marketing professionals need to research current trends, audiences, public perception, and a variety of other factors to determine the best course of action for success. Strategy is the primary component of the marketing plan because it tells you what your goals are, how you will reach them and how you will know when you have. Without strategy, marketing activities will fall short of their own potential. It is important to establish an objective for each of your tasks, and to ensure that they work to serve each other and the overall goal.

Once the marketing strategy has been determined, it is time to hit the field and begin the game. The marketing game, like most games, involves an offensive side and a defensive side. Clear identification of these two sides and the desired results of each is essential to a cohesive operation of the two together.

The Offensive Side of Marketing

Offensive marketing covers all of the proactive aspects of promotion. These are the operations intended to introduce your company to the target audience. They are the initial steps that you take to plant your image in the minds of the consumer. Offensive marketing is all about branding your company in a unique and memorable way in order to establish yourself for further marketing efforts. The tactics of offensive marketing include:

Press Releases – Well written, properly distributed press releases can serve as the lifeblood of your offensive marketing strategies. The most effective press releases are written in a news format, and pitched to publications that are appropriate to the topic itself, and to your target audience. One press release can do more than a thousand expensive ads in the early phases of your marketing plan if it is done right. Press Releases are important because they establish early credibility for your company or product and pave the way for other messages from you down the road.

Informative Articles – Like a press release, an article has the ability to establish you as a leader in your field and build standing for your company. Articles are different than press releases in a couple of key ways. A press release centers on a newsworthy event. But an article is a written as an informative piece on a topic that is of importance to your company and your customers. Because press releases focus largely on news, they are typically placed in daily or weekly, news-oriented publications. Articles are tailored more toward trade-specific publications or special sections in newspapers.

Special Events – Nothing gets people talking about you and your business early like a special event. Types of special events include charity fundraisers, product rollouts, grand openings, informative presentations and company anniversaries. There are literally hundreds of different types of special events that you could host. The important thing is choosing an event that will appeal to the audience that you need to reach and draw the attention of the media.

Direct Mail – Direct mail campaigns are a unique offensive strategy because they allow you to control your audience, your message and the timing of your delivery. While direct mail alone typically doesn’t yield incredible sales, it is a great way to establish your unique brand by putting your materials directly in the hands of those you are hoping to reach. At the very least, it fosters an early identification with you and your product.

The Defensive Side of Marketing

Defensive marketing covers the reactive strategies of your plan. It is your company’s method of reacting to the effects of the offensive strategies that you implemented earlier. The success of your defensive marketing will be directly related to the quality of your offensive marketing program. Here are some examples of defensive marketing tactics:

Advertising Campaigns – One of the strongest misconceptions in the world of business is that advertising is the most effective (or only) way to draw attention to your product or company. Advertising works best as defensive strategy, building on the effect of your offensive marketing. It should maintain the credible image that you have already established through PR. Advertisements are self-serving, paid endorsements for your company, and your audience approaches every single ad armed with that information. But they are much more likely to believe what you are saying through advertising if they have already been exposed to the message from a secondary source like the media, or have experienced it themselves.

Telemarketing – Telemarketing is an extremely effective way to follow up on a direct mail campaign. It reinforces the preliminary image that you established with your mail piece, and also offers further insight, as well as the opportunity for a sales pitch. An often overlooked function of telemarketing is the phone survey. Telesurveys are very useful for gauging the effectiveness of your overall marketing campaign. They help you to determine audience familiarity and perception of your company.

Websites – A website is a priceless resource, able to inform your customers of all that you have to offer at their own convenience. As a defensive marketing strategy, a website is an excellent tool for creating that second or third contact with your audience by offering them a place to go to learn more. You can monitor traffic on your site to determine what aspects of your business are drawing the most interest. Tracking can also help you optimize your site according to the ways that potential customers are searching for you and your products. Websites today essentially serve as branch locations, with enormous potential for the growth of your company.

Achieving Success in the ‘Marketing Game’

The most successful marketing plans are able to integrate offensive and defensive strategies together on an on-going basis. In these plans, there is seamless interaction between the two sides as they constantly feed and receive from the other. From the outside, the sides blend with cohesion making it very difficult to even identify them as two separate functions. But, from the inside they are clearly identifiable and serve as the basis for success of any marketing program.