If you struggle to remember all of the key points when talking with potential customers or leads about your business, or if you suspect that you are turning off potential customers or leads because you fire hose them with data, then maybe you should rely more on your third-party tools.
Types of third-party tools
There are a lot of different types of third-party tools available to you. If you are an Independent Brand Partner, Independent Representative, Independent Associate, Independent Business Associate etc. of an existing business then you already have access to a myriad of third-party tools, be they human, paper or media-based, or digital in nature. Reliance on one format to the exclusion of all others is not a wise strategy, as each has its own unique advantages and limitations, so you should ensure that you assess each situation and utilize the appropriate tool(s) for the occasion.
Human third-party tools
Human third-party tools are obviously your immediate sponsor and those others in the business structure above you. You typically leverage them through 3-way calling where you and your potential customer or lead listen as your sponsor or other company representative provides an overview of the business, the product(s), and the opportunity. Human third-party tools also come into play during home demonstration activities and presentations. It may initially feel weird to utilize another person as a “tool” but it is merely playing to the human characteristic of giving greater deference and respect to experts that we don’t know versus experts that we do. In other words, “a prophet is never respected in his own country” as the saying goes.
Paper and media-based third-party tools
Paper and media-based third party tools include newspaper or magazine articles about the company, brochures, pamphlets, product catalogs, business cards, refrigerator magnets, product samples, CDs, DVDs etc. The obvious advantages of such tools are that they can be shared between multiple people and result in multiple impressions and they are not time-dependent, meaning that they can lie untouched in a location until the potential customer or lead has an opportunity to interact with the tool. If a potential customer or lead is hesitant about engaging in a 3-way call it may be because they are genuinely in a hurry or otherwise engaged in other tasks, but more likely it is because they are feeling pressured to participate in the call or because their initial inquiry about your business was casual in nature. Many people respond to the “let’s get YOU on a 3-way call with my sponsor right now” approach off-putting but they will happily accept a brochure, pamphlet, CD or other paper or media-based third party tool because it gives them back the implied control.
Digital third-party tools
Digital third-party tools are dynamic in nature; web sites and company blogs update continuously with new and interesting information that generate a level of excitement and urgency unmatched by the other tools. Audio commentary can be updated frequently so that it includes timely figures, pricelists reflect current pricing, and email campaigns can be configured to appear directly to the sensibilities of the recipient. However, these aspects are also the primary downside of digital third-party tools – creating and maintaining digital content is time-consuming and the end result often does not reflect the amount of time and effort that was expended to create it. Leverage the capture pages and company-generated blogs and assorted digital media that your company generates for you rather than attempting to reinvent the wheel.