| Party Plan business is a bit like a secret society | | | | you able to control the audience, would you be able |
| where inner knowledge and tricks of the trade are | | | | to command their unreserved attention? How do you |
| passed on under a veil of secrecy. Newcomers are | | | | feel about the products? Do they represent value for |
| left to wander along the "path of trial and error" and | | | | money, are they trendy, fashionable and do they |
| with little guidance. No wonder most quit before they | | | | satisfy customers needs?PRODUCTYou don't have |
| get any real insight into how direct selling works.Of | | | | to be a rocket scientist to work out that it is much |
| course, I don't claim to be an expert in this field | | | | easier to sell jewellery, clothing or make up, than |
| either. My knowledge is based on 'indirect' rather than | | | | cleaning detergent. I guess you have figured this out |
| first-hand experience and is largely thanks to input | | | | already - that's why you are reading our fashion |
| received from the independent party plan consultants | | | | jewellery newsletter. But make no mistake: in order |
| we deal with. Although my assessment of the trade | | | | to run a successful party plan business you need |
| is clearly biased, it is reinforced by experience I've | | | | more than one product, and more precisely, more |
| gained over 12 years in both retail and wholesale, | | | | than one supplier. Market forces and fashion trends |
| working as a self-employed business owner.Let's | | | | take no prisoners. Proactive, innovative selling, with |
| start with some basics.First of all, no matter how you | | | | modern sensibly priced products, will more likely |
| describe your business or which form of interaction | | | | satisfy buyers' needs. Pricing is a very important and |
| with a customer it takes- a party plan, retail, direct | | | | complex subject, and it deserves an entire chapter, |
| selling, online selling, markets, etc - you are engaged | | | | so I will talk about it later. For now, it is important to |
| in one very ancient trade: you are a seller of a | | | | remember that you should not deal with any |
| product.The first key word here is seller.Say it loudly | | | | wholesaler, or supplier, who do not stand behind their |
| to yourself: a seller. If you don't like the sound of it | | | | products, claims or promises they make, either in |
| or if you see yourself in some role other than seller | | | | writing or verbal form. Be prepared to be educated |
| please read no more: this article is not for you. You | | | | and guided. One of the most difficult obstacles to |
| might be a great designer, importer, fashion guru, or | | | | overcome for a start-up business is lack of trust in |
| simply a business mum, but if there are goods on the | | | | both products and supplier. You have to give it a fair |
| table to exchange for money, then you are quite | | | | go and take some calculated risk. If I have sold |
| simply a seller. Why am I pounding this word into | | | | hundreds of necklace A and only a dozen of necklace |
| your head so much? Because there is nothing more | | | | B, then I would tell you there is more chance that |
| important to the success of your business than your | | | | you will have a similar experience.Love your jewellery |
| ability to sell. The sooner you recognize this, the | | | | - and wear it all the time! Make sure to learn as much |
| sooner you will be in position to build a profitable retail | | | | as possible about your product so you can sound |
| business. Some people are born 'natural' sellers and | | | | confident. Be knowledgeable, be an expert. Again, I |
| they can close a deal in no time. They enjoy selling | | | | will tell you more about this in the next newsletter. |
| and they act on instinct, but they are also constantly | | | | Create a "WOW magic" atmosphere - I devoted a |
| making a conscious effort to improver their selling | | | | few pages to this subject last month. More to |
| technique.Now the good news for the rest of us: you | | | | come.GETTING THE ATTENTION OF POTENTIAL |
| can learn how to sell and there is an abundance of | | | | BUYERSThis is another difficult area of the business |
| great resources and tools available to anyone who | | | | operation. In essence, selling is a numbers game. If |
| wishes to become a successful seller.The second key | | | | you show your product to enough people some of |
| word is product.If you offer a product that is great, | | | | them will buy it: the more you show, the more you |
| represents excellent value for money and satisfies | | | | sell. It is also a game of being at the right place at |
| the needs of your customers, then you will have | | | | the right time. Bricks and mortar retailers aim to set |
| absolutely no problem selling it. Actually, you will have | | | | up their business in the busiest location they can |
| a problem getting enough of it! The second good | | | | afford - shopping centre, retail street, near railway |
| news: the world is full of excellent products, they are | | | | station or similar location, where the goods will have |
| all around us and an experienced seller will spot one in | | | | maximum exposure to the passing flow of potential |
| no time. A good seller is constantly searching for a | | | | buyers. Still, a large percentage of turnover will be |
| new product that is in high demand, so he can add it | | | | generated from repeat buyers (existing satisfied |
| to his stock. More about this later.The third key word | | | | customers) or from referrals (happy customers |
| is not as obvious as the previous two. Can you guess | | | | referring you to their friends).This should be your |
| it? Let's say that you are the best seller in the world | | | | business model too. More than any other form of |
| and you have the most beautiful necklace ever | | | | selling, party plan is people business. If you have a |
| handcrafted (and it's only $39.95) . Unfortunately, | | | | pleasant personality, manners, if you look presentable |
| you'll never make a cent unless you have a captive | | | | and conduct your business as a professional, you will |
| audience to whom you can present your product! | | | | receive more party invitations than you can handle. |
| You need a buyer.This third ingredient - the quest | | | | You can spend all your capital on advertising - but |
| for a 'fresh' captive audience which will fall in love | | | | unless you have a 'people-magnet personality' your |
| with your product and part with hard earned cash to | | | | business will struggle. Successful party plan |
| buy it - presents a challenge to any seller, regardless | | | | consultants are enthusiastic, charismatic, optimistic |
| of their size, reputation or global importance. This is | | | | people who glow, smile, have a firm handshake, keep |
| why McDonalds and Coca Cola spend billions of dollars | | | | their promises and can create a fun atmosphere in a |
| advertising each year. In other words, you have to | | | | stranger's home.YUMMY !Picture your business as |
| either bring customers to your shop or take your | | | | Mozart Kugel (Mozart Kugel is composed of pistachio |
| goods to their homes. | | | | marzipan, with a hazelnut nougat centre, double |
| To summarize, the holly trinity of doing business is a | | | | dipped in light then dark chocolate):hazelnut: the core |
| fine-tuned relationship between Seller, Product and | | | | of your business is your product pistachio marzipan: |
| Buyer. Let me be more specific and apply some of | | | | your ability to sell and the relationship with your |
| the above to the party plan business.SELLERIf you | | | | buyer chocolate: your personality that will generate |
| have not previously been into direct selling, before | | | | repeats and referrals, and make your business grow |
| you make any financial commitment you must get | | | | colourful wrapping paper: advertisingCONCLUSIONIn |
| some first-hand experience of the party plan | | | | order to do it the 'right way' start from the inside |
| business. Attend a house presentation or, even | | | | out. Get familiar with your products, have a decent |
| better, be a host for a night. Find a product range, | | | | stock, work hard to improve your selling technique |
| contact a company or independent consultant in your | | | | and your public personality, and be careful how you |
| area, and let them know you wish to host a | | | | spend your advertising dollar. The best way to get |
| party.Observe carefully what is going on and how the | | | | new business is through referrals from satisfied |
| consultant is conducting his/her presentation. Pay | | | | customers. Be persistent - it takes time to get there, |
| attention to details - the range and presentation of | | | | but once you've made it you'll LOVE it!Tanya Hacko |
| products, pricing, selling technique. Watch the crowd, | | | | Sydney, AustraliaFantasy Fair is a small costume |
| write down your questions and your impressions | | | | jewellery wholesale business located in Sydney |
| about everything you feel is important. Ask yourself: | | | | operated by Tanya Hacko. As an architect by trade |
| can I do it? Or most importantly, can you do it | | | | Tanya enjoys designing costume jewellery. The |
| better? Would you enjoy doing it? Would you enjoy | | | | philosophy behind Fantasy Fair is simple - beautiful and |
| doing it 3 times per week, month after month? Are | | | | wearable costume jewellery at affordable price. |