Bosson, a top division manager based in Joliet, Illinois and number one in the Fuller Brush company, is the quintessential committed salesman with strong values and valuable ideas about how to succeed in sales. He's been with the Fuller Brush company for nearly thirty years after a brief career as a luncheonette manager for W. T. Grant. He found his way to sales serendipitously.
"A friend told me he was selling for Fuller Brush and that it was a great thing to do, I thought I'd take a look at the business," he explained. "Since it was okay with the company for me to go out in the field with my friend I did and that clinched it. He was so bad, he did everything badly that I thought, if this guy can make money selling door-to-door, so can I. As it turned out, I joined the company and he quit two months later."
Don excelled at sales and was promoted to field manager after two years, where he mostly recruited dealers. "At that time, twenty-four years ago, we just looked for men who wanted full-time sales jobs. It was company policy. Now that's all changed, we have mostly part-timers, and both men and women."
Over the years, he moved up to the top slot with Fuller Brush. What does he have that's special? How did he do it? What keeps him motivated? "It takes drive and desire. That's the start. You have to want to excel," he said. "When you excel you think in terms of being a leader, not a follower. And if you want to be a leader, you'll be willing to put the effort forward that's good old-fashioned drive, to compete and be number one." he told me.
Don firmly believes that being a self-starter is "a must" in direct sales. However, many people will disagree with him. Though it's an asset to be a self-starter, many are not. They get their "push" through motivation by talking to or learning from others. Don felt differently and it worked for him. He advises, "Don't wait for someone to show you how to do anything. Just go and do it! Learn from your mistakes, but do it. Then do your best. It doesn't matter if you want the excitement that comes from the money or moving ahead. Take a chance on yourself."
These days, he's at his office at five-thirty or six in the morning, often putting in an eleven- or twelve-hour day. Don has made a lifetime commitment to his career, getting satisfaction from his achievements while still setting and meeting new goals.
Don and other outstanding direct sellers share an understanding of the qualities it take to achieve - persistence, energy, enthusiasm, goal-setting, and being self-starting. No one has actually come up with a formula describing the ideally successful salesperson. The formula will always vary because each one of us is unique, not only in terms of our strengths and weaknesses, but because of timing, location and what we want. Also, we all don't aspire to being number one or number ten (or even number one hundred) in a company.
But why we want to achieve is another matter and an individual one. Many of us need and crave recognition and approval. Others are content with the more tangible regards - high income, jewelry, cars, overseas trips and might even shy away from public attention. Still others labor long and hard working for work's sake-they're intimately involved n being productive, needing to accomplish as much as they can in a lifetime. And yet others appreciate and enjoy dollops of each-a little recognition, some money, the pleasure of spending a day doing what one likes.
But anyone who has done well in this business did so with some measure of self-esteem, self-motivation, the motivating spirit of theirs, and goal-setting. These four qualities, to me are the keys to success in this business, and a wise practitioner makes use of these basic principles right from the very first day.
Self-esteem and Self-motivation
The day you sign up with a direct sales company, you're automatically an entrepreneur. This means you are on your own, running your own "shop" in the manner that suits you best. It will operate by your own set of rules and goal-setting strategies, and of course there'll be changes to deal with and information to decipher. Each day will call for effort to keep going, especially when things look confusing or bleak. When you're an entrepreneur, you clock in and out at your chosen hours and your company operates almost entirely on your own steam! No boss will check up on you, there's no traveling to an office, and there's no guaranteed check on Fridays. The company you build at your desk reflects who you are and how you think. You decide the limits and how much money you'll earn you've got to be motivated.
As in any business, you'll also hit spots of confusion, suffer a setback or two and hopefully triumph over most of them. With experience, you'll begin to create order out of disorder-and smile when you realize how simple it really is rather than give up during the rougher times, you'll have the courage to go on and the smarts to seek guidance.
What does being an entrepreneur really entail?
When you're an entrepreneur, you'll be taking a number of risks. Risk taking may reward you with success when your efforts pay off. But taking risks can also bring rejection, teasing, and discouragement. In tougher times, you must call on your stronger self, shrug off negativity, and believe you're worthy and that what you're doing is worthwhile, in bring this point up again because it's so critical to winning in sales - you've got to roll with the punches and be guided by the force of your high self-esteem.
Surprisingly, many people think their self-esteem is lower than it is. I've listened to thousands of stories over the years of successful women and men who joined the sales business originally believing they'd fail. Barbara Hammond, the Home Interiors vice president mentioned earlier, told me. "Sometimes I meet women who've signed up with us and I discover that we are the only ones to have ever encouraged them to achieve something for themselves." she said. "I found there are so few women who believe in themselves, or think they even have potential."
Barbara and I and so many other people like us who not only recruit but spend a lot of time giving speeches, running meetings, and motivating others have pretty much come to a similar conclusion: The reasons people give for lack of confidence have a common thread: Their abilities and limitations lad been defined by relatives, friends, teachers, and bosses. Those limitations usually were restricting-No! You can't do his. No! No one in our family ever did that. No! You've got to ask me first before you make a decision. No! What makes you think you can do anything right? or a version of. "Your sister could probably do it well, but not you!" Negative reinforcement held them back for a long time, and didn't allow for such self-expression or fun. But the people who succeeded lack their own spark, nevertheless, ignited by an idea in selling starting small, but selling.
Psychologists know the power of praise and positive reinforcement and every day there are exotic laboratory experiments to demonstrate how suggestible we are to another's influence. Negative suggestions are defeating. That's all there is to know about that. Positive influence is enriching. That's what you need. You'll not only move further ahead with praise (self-directed or from others) but you'll work harder for the greater rewards it brings. A little success proves you can be successful.
Life offers us gifts and blights, surprises and routine-it's all part of a normal day. When you begin a business, you'll go through days of extreme highs and lows, days when you feel unsettled or ecstatic. Let it happen. On low days, don't give up. Hang in! Tell yourself that you learned something today, that you're okay, and tomorrow you'll start over, still okay.
I must emphasize this: tell yourself that you are okay, not only when you triumph, but at the more vulnerable moments when you miss your mark. You need to praise yourself in some way every day and reinforce the belief within yourself that you are okay. This "self talk" has helped me in my life-I know what an influence it can have.
Just recently I discovered a book that clarified this idea for me better than all others I'd read in the past. It's called Wfu & To Say When You Talk To Yourself by Shad Helmstetter. Ph.D. The author explains first how our minds work-that is just like computers. He writes: "The brain simply believes what you tell it most. And what you tell it about you it will create. It has no choice." How simple it sounds-program a computer with a set of commands, and it must follow them because it knows no other way. Program your mind with a "set of commands" ("I can do this... I am worthy of a better life... I am a caring person . . ." and so on), and that will determine the shape of whatever life you choose. So if you remind yourself every day what a special person you are and that you are capable, you will be! Create this for yourself.
Self-esteem grows, gets stronger with each tiny step forward-one sale, one encouraging call, one sales meeting where you share your thoughts with others. These are the strengtheners of high self-esteem. Give yourself the opportunity to prove what you can do for yourself. Everything else will take care of itself.
Success in sales starts with you. No one is going to stand at your desk and set limits for you. If it's necessary for you put up a sign on your desk that says. "If it's to be it's up to me." Every day that you're in the business, you must make a choice to move forward and give up any excuses, habits, or thoughts that slow you down. Nothing leads to inertia faster than vivid and emotion-loaded fantasies about how you're going to fail. Lack of energy also leads to lack of interest. Soon enough you're tired before the day begins. Excuses mount up one by one until they're a burden on the business, they may even sound real to you. But usually excuses are given too much weight. They pave the way toward destroying a business and a career, often prematurely. Do these excuses sound familiar:
- No one's going to buy this product from me.
- I don't have the right clothes (looks, temperament) for this business, anyway.
- I'm too shy. Why did I let someone talk me into this?
- Life is already too much of a struggle. Why add to it by going into business?
Most of us have tricks to get motivated and maintain enthusiasm. Usually our needs change as the business grows and so too does our motivation and enthusiasm soar or falter. I am reminded of two interesting stories here on how to keep going.
Success is a personal matter. It's not only measured in terms of income and rewards-jewelry, furs, cars-but accomplishment and personal satisfaction. Marge Duenow, a Beauty Consultant with Mary Kay, is at fifty-two, an interesting story of a woman who changed occupations in her late forties and far "exceeded her notions of how much she'd accomplish. Marge saw herself as a woman who'd stay at a desk job forever and never stretch beyond that. With some success in selling her confidence in herself began growing. She did it this way:
"I was a medical secretary for seventeen years." Marge told me from her Glencoe. Minnesota, home, "for the head of a department. Then I worked for a surgeon for five years, sitting at a desk with earphones hanging from my ears, day in and day out." The routine began to get to her.
"One day one of my daughters asked me to get a few people together for a Mary Kay skin care class. I had no idea what it was or why I'd want to hostess a class, but I did." Marge said. She liked the company, the marketing plan, and the "extras" awarded for excellence-and she signed up.
Marge kept her job, working a forty-hour week while booking skin care classes-earning more in three shows with Mary Kay than she did in weekly salary. "I had to look at where my future was going. It suddenly struck me that I didn't have a lot to show for nearly twenty-five years at a desk job. But something was happening to me and it was the knowledge that I should stay with sales."
After six months with Mary Kay Marge became "Queen of Sales" for her unit, still not sure if selling was right for her. Ironically, she became ill and left her job for a while, then she returned to it. "I sat at that desk, started doing the same old thing and thought, why? I told my boss. 'I cannot stay here. Why should I make $ 14 after two hours of work here instead of earning $200 in one morning selling or recruiting?' I finally had the confidence to say it all out loud.
"I felt good enough about myself, right then to know I'd make it. There have been times when I wanted to quit, but I kept in there by setting goals. I need to see ahead. I have a picture of what I want, then I go for it. What motivates me is helping people feel good about themselves. I also love the rewards for hard work. My outlook has become so positive because of this company that I don't look back."
Marge has won, among other prizes, five fur coats in two 'ears, one accompanying a large diamond bumble bee pin or being number one in sales for the entire company. "I gave the coats to my daughters and said, "tell people, your mother won these coats, and tell them how!'"
Setting Goals
Many of us in direct sales have succumbed to the fantasy low and then about "overnight" success. With such lofty dreams we can neglect the long process of reaching that success, the hard work, planning, frustrations, the triumphs along the way. We'd like to believe the career we start one morning is by five in the evening, making us millionaires. Fantasies sound good and are easy to contemplate. But in real life setting (and reaching) goals can make fantasies come true.
Goal setting is not as complex as it may appear. Setting goals is a big part of managing your business and it's crucial for success. Without a goal, your business has no focus and you don't accomplish much. When you try to run your career without a long-range goal, you'll feel buffeted by life, never taking charge of your abilities or discovering your true potential. And a goal needs a time limit, because without a limit, a goal is just a wish. Know where you're going and how long it will take to get there.
When you know where you're going, next you'll have to break down the goal into small progressive steps. Bit by bit, ill the details will fall into place, as you gain experience. And experience will show you that you must decide on a direction.
Because of the nature of goal setting in this business, you can learn about how it works-even in an unusually pressured situation. You can discover a resourcefulness about yourself that's almost as satisfying as meeting a goal. Margare Leonard's story illustrates what I mean.
One afternoon, Margaret, a top director with Mary Kay called and told me that she had added her figures up and found she was $ 10.000 shy of meeting her half-million dollar goal for that year. Margaret had two days to make the closing deadline for the company's records. This meant she had to locate customers who were ordering or reordering, and she had to recruit people who'd recruit people who'd place large orders. Considering the situation Margaret only saw her $490,000 worth of work stopping her from getting the recognition she sought.
"I can't do it." she said, dejected. I told her. "You have knocked yourself out all year and you cannot give up now. Now with two days to go." Margaret said. "I knew you would tell me I could do it. But how?"
Margaret had this $10,000 sum looming before her. She panicked. My advice was to break the goal down into $1,000 pieces, then divide the $1,000 pieces into smaller amounts. The problem already was starting to look soluble Focusing on each $ 1.000 chunk. Margaret thought about who had promised to place this $600 order or that $ 150 reorder who had said she'd sign on but was waiting for a check, and which woman had said she knew someone who wanted to be recruited. Eventually, we got together a list of people whose business could add up to $10,000.
Margaret then had to get on the phone and help each one of these women help her meet this goal. Well. Margaret made it! And in just two days!
It would have been easy for her to quit and pull the covers over her head when it looked like she didn't have enough time. Calling me showed that she had a need to still reach this goal. I had to do what I could. It was worth my time (although
I did not receive any commission from her) and hers to break down an overwhelming goal into many different smaller segments. Solve the problems involved with each segment, and then put the pieces back together again.
I honestly don't know of anyone who would voluntarily put herself in such a pressured situation, but sometimes it can creep up on you. Then, it's up to you to meet the challenge of time by applying energy and commitment to your goal.
Although this business has people who are usually supportive (there's always someone to encourage, console, teach, laugh, and cry with), it's you who must persevere and let others know you want to make it happen.
Goal setting is an individual process, and the specific ideas you have on making money are entirely unique to you. But let me re-emphasize the power of motivation that comes from self-esteem, as well as from being a good friend to others in the business. When you're feeling low, dubious, exhausted, indecisive, or even placidly content with where you are. There's always someone to cheer you on through all the vicissitudes of the business or remind you of your achievements. It's comforting to gather support from people who want you to do well-who have an investment in being on your side. Sometimes, that connection is all you need to break through a barrier and realize the great joy of meeting a goal!
Your persistence in reaching your goals determines how well you do. You'll have to make adjustments as you go along, but be ready with your goals and let them be the boss you always wanted. Whether your goal is to be number one (as in Don Bosson's case with Fuller Brush) or to earn an extra five hundred a month, you've given yourself a shining star to follow until you reach your "destination."
Goals aren't mysterious or ominous things. They're approachable and if you're honest with yourself, you can formulate them so they mean something. Goals must fit you. One size does not fit all! What are the right goals for you? Here are some general ideas on the matter-on how to make them work to produce higher income and a better life.
First, some pointers to help you personalize your goals. Goals must be easy to believe. They should make some sense in your scheme of things and not be unreachable.
Lily Tomlin once had a character of hers say. "I always wanted to be somebody. Now I see I should have been more specific." It's funny, but wise too. The speaker is someone who sets impractical goals, floating through life wishing too hard for things that may always be out of reach. People like her may even see themselves as champion salespeople, but they don't put in the time to learn what makes a champion in sales. If you allow yourself to be too vague, you could end up wandering from point to point, hoping to stumble on what's right by accident. Be specific. A goal must be able to work and take you somewhere better.
When you set your goals, understand that they will change, because you change as you grow and get involved in the business and so will your goals. You'll see what you can earn, how to increase your power, what you will need to meet a goal, or why you should change your goal entirely.
One primary goal may be to make a lot of money. That's okay. But it's best to understand the power of money and how to put money and money making in perspective.
You might have felt a little flutter when you read of the income-producing possibilities, especially in direct selling companies. But something else is bound to happen when you work in direct sales-you'll develop a sense of self-worth and accomplishment.
The idea of making good money will conjure images of how your life would change by measure. So be specific. Are you doing this to earn money so your children can have some extras in life? Is your goal to get involved in a profession where you can actually engineer personal and financial growth according to your own schedule? Do you want to contribute to paying off monthly bills and relieve a spouse from complete financial responsibility? If you examine what money does. you may find that it resolves the pressures surrounding many issues-the bottom line of which is, "Can I afford it?"
If you're joining the business for the money, start specifying the areas in your life that could be improved by more and give it a number. How much would it take? Don't be 'ague. "A lot" doesn't mean much. Will $1,000 free you in some way? Would you feel more secure with another $ 10,000 in your savings account? Picture that money and connect to it. 'think in progressive steps to get it.
Describe your goal. Picture your goal. Is it clear to you or dizzy around the edges? Can you describe the beginning and the end but falter when you have to give shape to the middle-the core that tells you how to achieve the goal itself? Write it all down in detail.
"To succeed, you must state a goal and go for it." suggests Licky Lehman, a Portland Oregon, super sales manager for Discovery Toys. Nicky has been with her company for five years, and she's had a meteoric rise. "At one time" she confessed. "I was actually proud that I'd never been to a Tupperware party. You could tell me about any direct sales Company and I'd have a negative reaction. Then life changed to me and by a fluke. I wound up selling. Once I decided to turn it into an incredible adventure. I had to set goals for myself."
Nicky uses a technique that works for anyone with an honest desire to succeed, picturing herself as she wants to be in doing what is necessary to get there. "The key is to visualize the goal- see, smell, and feel it. Make it real for yourself. Condition yourself to feel and accept that sense of achievement. The same thing happens when you make a sale. You can take yourself mentally through the process and feel positively about every step as if it were actually happening. Selling, then, becomes more natural, when you're face to face with a prospect. When you visualize yourself in a successful position, you can come to believe in yourself. It gives you the confidence to go on."
I never started out saying that I wanted to be number one in the company. As I reset each goal and got the recognition and financial rewards I wanted at each level. I develop greater self-confidence. When I decided to go for the top spot I believed I could do it. I wanted this career to work for me for the rest of my life and I had to learn how to do it right. Write down how I thought I could get there step by step and then I did it
