A P U R P O S E - D R I V E N M A R K E T P L A C E
“People don’t buy what you do, they buy why you do it.” —Simon Sinek
or business opportunity have enhanced your life, and tell your prospective customer how you think it can enhance their life. For example, if you’re talking with a family of young kids then you would focus on the “why” of having a safer home rather than simply telling them about products that are bleach-free. Or you might share with a friend a way they can have more time freedom to spend with loved ones, rather than saying you know a way they can earn some extra money. The key is to go beyond what we sell and focus on why it will matter to your customer. Sharing a Purpose Rather Than Selling a Product When you focus on the shared value of enhancing lives, it becomes a lot easier to pick up the phone and make your four daily phone calls. You’re no longer worried about trying to sell someone a product; instead you’re sharing a solution with them based on needs/beliefs you know they value. This shift in attitude also matters to your customer too. As the saying goes, “People don’t care how much you know until they know how much you care.” When you focus on a shared value or solution, you’re letting people know you care about them and their goals, and you’re more interested in helping them than you are in making a sale. Creating Lifelong Customers & Business Builders The key to any healthy, thriving business is not large single orders, but consistent repeat purchases. The same is true for Melaleuca. The health of our company is evidenced in our 96% month-to-month customer reorder rate. But what makes a customer order from Melaleuca or any company month after month? According to a yearlong study by Aaron Lotton at Corporate Executive Board, the key to customer loyalty is shared values. 3 Customers make repeat purchases from Melaleuca because they connect with our focus of enhancing lives. When they order a bag of Mountain Cabin Signature Blend , they aren’t just purchasing a bag of coffee. They’re participating in a unique business model that allows them to enhance lives, whether it’s their life, their enroller, or the future generations who will have a healthier planet thanks to sustainable practices. It’s the same reason customers share Melaleuca with those they love. It’s not just about earning some extra money each month—they want to be a part of a company that helps people reach their goals. Who Can You Help? As a Melaleuca customer, you’ve seen the difference Melaleuca makes in your life. You’ve also heard stories from many other customers and business builders whose lives are better thanks to Melaleuca, including the Marketing Executives featured in this magazine every month. Now the question becomes, who can you help? Who were the people you thought of while you were reading this article? Write down at least 20 of their names and add them to your contact list. Then approach them through phone calls, personal contact, or digital communications and schedule a firm appointment on your calendar. Don’t overthink it. Remember, you’re focusing on their “why” and how Melaleuca can be a solution for them. You can do it when you’re powered by purpose.
survey by Datassential found that 45% of Millennials view a business more favourably if it offers sustainable coffee. This is just one example of how Melaleuca lives our purpose and how it puts you, as a Melaleuca Marketing Executive, in the prime position to offer consumers what they already want. The key is focusing your approach on the “why” behind Melaleuca’s unique products and business plan and helping potential customers see how it aligns with their “why.” Approaching with the “Why” What does it mean to approach with the “why”? Brand strategist and bestselling author Simon Sinek says, “People don’t buy what you do, they buy why you do it.” In other words, you don’t need a long technical presentation or the perfect phone pitch to share Melaleuca. You just need to communicate Melaleuca’s purpose of enhancing lives, share how the products
1.LarryKoffler,“2014BrandPurposeLookAhead—PowerofParticipationPlatforms,”Edelman,January8,2014. 2.“TopscoringMeaningfulBrandsenjoyaShareofWallet46%higherthan lowperformers,”HavasMedia,April28,2015. 3.AaronLotton,“WhatAreConsumersReallyLoyalTo?,”CEB,October23,2009.
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