If My Product’s So Great How Come I Can’t Sell It?

Based on a book by Kim Klaver

The following is a very brief “Cliff’s Notes” summary of the book If My Product’s So Great How Come I Can’t Sell It? Sections of the summary have been paraphrased to hit on key points. This is not meant to be a substitute for the book, but rather a study guide. Kim Klaver goes into much more detail and provides a number of examples in her book and the 3 Scripts class that the book is based on.

Here's PART 3:

When Someone Says Yes – Scripts 1, 2 and 3 (page 129):
What you say after being asked 1) what is it, 2) will it work for me, or 3) how much is it, will tell the person whether you’re an advisor they can trust or whether you’re just another seller.

1) What is it? Briefly describe the nature o the product then mention the product name, not the company name.
• It’s a powder that you mix with water or juice to make a shake…
• It’s a capsule that you take twice a day…
• It’s a cream that you put on your face…
• It’s a crunchy bar…
• It’s a whole family of products - a cleanser, a moisturizer and a …

Script 1: “What is it?”
It’s (a short phrase or sentence describing the product).
Optional: It’s called (name of product). Have you heard of it?

What you say next will depend on what the consumer says. They might say:
“No I haven’t heard of it. How much does it cost? OR,
“No, I’ve never heard of it. Hmmm…” OR,
“No. Do you think it will work for my 76 year old aunt?”

2) Will it work for me? Will it work for Uncle X? Will it work for problem X? (Page 132)

This script has two parts – 2a, the disclaimer, and 2b, the rapport builder. 2a - You know only that the product has worked for you, so that’s all you say. No promises. No hype.

Script 2a: Disclaimer
“I don’t know if this will work for you or not, but what if it does? What if it works for you the way it did for me? Would you like to try it then?”

2b has two options depending on whether you lead with your long First Date Script (FDS) or with the short version. Mentally cross over from your side of the booth and slide right in next to them on their side. Speak in a friendly tone, like you are confiding.
If you led with your full FDS, pick one of the two options below, depending on why you got into the business. If you got into the business because you fell in love with the product when you first tried it or heard about it, say:

Script 2b-1: Product Motive (For after Long First Date Script)
“Let me tell you what happened to me. I liked the product so much I decided to go into business for myself and make it available to other people like me. So they can try it too. And that’s what I’m doing. So, what do you think? Would you like to try this out and see if it works for you (the way it did for me)?”

If you got into the business not because you experienced any great effects from the products, but because you were looking for a business to get involved in, then you’d use the following script instead:

Script 2b-2: Business Motive (For after Long First Date Script)
“Let me tell you what happened to me. I’d been looking to represent a company that had a product I could really get behind. I found it in this one, so that’s what I’m doing. So what do you think? Would you like to try it and see if it works for you (the way it did for me)?”

If you used the Short FDS, and the person asks “Will it work for me?” this is your chance to slide in your personal zingers and results. Script 2C shows how you’d do this:

Script 2c: Personal Zingers (For after Short First Date Script)
“Let me tell you what happened to me. Before I heard about this product I used to be someone who … (your personal zingers, the things you tried, and your results from your FDS). In fact,
Option 1) I liked the product so much I decided to go into business for myself and make it available to other people like me. So they can try it too.
Option 2) I’d been looking to represent a company that had a product I could really get behind, and I found it in this one.
And that’s what I’m doing. So, what do you think? Would you like to try this out and see if it works for you (the way it did for me)?”

Notice that you dropped the hint about the business in that last piece of the script. A HINT. That’s it. If they have even the slightest interest in doing the business they’ll catch the hint. If they’re curious, they’ll ask.

They will react to 2b in one of three ways. They will either:
a) Waffle or get pukey on you: If they do this, immediately say NO first. “This is probably not for you…”
b) Ask you for more information: Ask them how they’d like it – by email, website, conference call, snail mail, etc. Make a date to talk more another time, or to get more info to them IF you think they’re worth your time. Remember, many people don’t know how to say, “No, this is not for me.” So, they ask you to mail them information just to be nice and get you off the phone. If that happens, say:

Script 2d: More Info
“Ok I can send you some info and I’ll call you in a few days to see if there’s a match. Otherwise, if you’re not really interested it’s OK. We can save a tree and I won’t burst into tears, I promise.
So what would you like to do? Shall I send you some information and I’ll call you in a couple of days? OR do you want to save a tree?

c) Ask you how much it costs.

3) How much is it? (Page 140)
Remind yourself that you really are an advisor. If your product is right for them, they’ll buy at some point. If it’s not, at least you’ve done your job of letting them know about it. Prepare in advance what you will say so that when the moment comes, it will roll off your tongue. Your response to the question has four parts: 3a) Packages, 3b) What you did – how you started, 3c) Your surprise advice, 3d) Special pricing options


3a – Packages. Packages are different ways a consumer can get what you’re offering. For example, someone trying to lose weight can get the RESET kit OR a canister of shake mix and box of nutrition bars.

“It depends. Let me tell you how it comes.” The rest of what you say depends on whether you are marketing one product or a line of different products. You can offer the retail price or you might market the price break based on the preferred customer or autoship discount (Be sure to look at the USANA price list.)

Script 3a-1: Autoship Discount
“It depends. Let me tell you how it comes. One bottle is normally good for a month. They give you a 1-month supply for $___. If you get it once a month, you get a 30% discount off the retail price and each bottle is $___.
Optional Question:
Which one do you think might be good for you?

Script 3a-2: Package Pricing
“It depends. Let me tell you how it comes. They have a couple packages, depending on what you want. They have a deluxe package and a starter package.
** In the DELUXE package, you get Blah Blah Blah, and they give it to you for $ ___.
** In the STARTER package, you get Blah Blah, and they give it to you for $ ___.
Optional Question:
Which one do you think might be good for you?


Using “They have” instead of “We” or “I have” separates you from your company. This it CRITICAL to maintain your advisor role. The moment you say “I have x…” the customer is reminded that you are the seller, and may become more skeptical than they need to be.

Giving the retail or 1-month price allows you to offer them a deal – a lower price for the same thing depending on the quantity or number of items they order. Every consumer loves a deal. A customer’s perception of whether something is expensive or reasonable is relative.

3b – How You Started (Page 147). As they ponder options, you mentally cross over to their side of the booth and slide right in beside them. In a friendly, soft, and confidential tone, say this:

Script 3b: How I started
Let me tell you what I did. When I first got started, (Pick Option 1 or 2, whichever is true for you)
Option 1: I wasn’t sure about the products, you know, so I started with the smallest package. Then, when I saw how well it worked, I upgraded to the bigger one. (Describe your upgrade, e.g., “I also got the …”) or
Option 2: I loved everything I saw, and got the deluxe package right off. And I’ve never looked back.

3c – Your Surprise Advice (Page 148). Now, regardless of which option you picked, go ahead and surprise your prospect by offering them the smaller package. Propose this right after you tell what you did.

Script 3c: Advice
Maybe the starter package is the best one for you. Tell me how you would use the product and we can see if that’s the best option…
Ask advisor questions to gather information and help them decide on the best package based on their needs:
• How often will you be using it?
• Do you need a stronger dose?
• How long have you had this situation? How long have you felt like this? How long have you been concerned about that?
• How much weight are you looking to lose? What are your eating habits now?
• What kinds of things have you done about it so far? How did that work?
• What other kinds of problems would you like to deal with?


Remember – Before you answer any of their questions, ask yourself, “What would an advisor say now?” Then speak. Don’t sound like a seller!

3d – Special pricing options (Page 152). Let the customer know about the options: retail, wholesale/ preferred customer, autoship/preferred customer who gets the product every month or every other month.

Script 3d-1: Wholesale/Preferred Customer Price
Ok great. The price I gave you was retail. That’s what they give it to you for when you buy it one time off the website. They also have a wholesale option for preferred customers. I can help you place the order so you get a 20% discount off the retail price. You’ll also get access to an online website so you can change your order in the future if you want to…

Would you like to do that for the special price, or would you like to do retail?

If they are leaning towards a shorter commitment, you might say:
“Give yourself a minimum of three months on the product, to give it a chance to work.”

Script 3d-1: Autoship/Preferred Customer Price
Ok great. The price I gave you was retail. But you know how things are cheaper by the dozen right? Well this works like that.

You don’t have to buy a dozen at once, but you’ll still get the preferred customer price, which is 30% discount off the retail price. It’s $___ instead of $___. They let you get it each month or every other month for as long as you want. And they’ll ship it to you direct so you don’t have to do anything else. You’ll also get access to an online website so you can change your order in the future if you want to… That’s what I do too, to get the better price.

Would you like to do that for the special price, or would you like to do retail?

If they ask about a return policy, you can say, “Of course they let you return it if you aren’t 100% satisfied with it. There’s a 30 day money back guarantee.”

Now put it all together. Here is a sample conversation with a potential customer.

Sample Conversation (Page 157)

Prospect: So what do you do?
You: I market a product for people who work long hours and are so tired when they get home, they can’t do anything, like what happened to me.
Do you know anyone who might like to know about a product like that?

Prospect: Hmmm. Interesting. That sounds kind of like me. What is it?
You: It’s a vitamin you take twice a day. It’s called the Essentials. Have you heard of it?

Prospect: No. Hmmm…
You: Let me tell you what happened to me. I used to run a day care center for years. Before I heard about this product I used to be so tired when I got home at night that I would plop down on the couch. I couldn’t do anything else, like my gardening and making dinner. It got so bad that my husband started to complain that he was bored because I never had enough energy to go out and do anything with him.
Then after a month on this product, my energy started to come back. I could stay awake at the end of the day, and spend more time with my husband.

I liked the product so much I decided to go into business for myself and market it to other people like me. And that’s what I am doing. So, what do you think? Would you like to try it out and see if it works for you (the way it did for me)?

Prospect: How much does it cost?
You: It depends. Let me tell you how it comes. They have a couple of packages, depending on what you want. They have a deluxe package and a starter.
In the DELUXE package, you get the Essentials multivitamin, Proflavonol, Calcium, and an Antioxidant Booster, and they give it to you for $142.70 (retail price). In the STARTER package, you get the Essentials multivitamin, and they give it to you for $53.15.

Prospect: Hmmm. That sounds good. I wonder what I should do.
You: Let me tell you what I did. When I first got started, I wasn’t sure about the packages, you know, so I started with the smallest package. Then, when I saw how well it worked, I upgraded to the bigger one. Maybe the starter package is the best one for you. Tell me how you would use it and we can see if that’s the best option. Are you the only one who’s going to be using it? Or is your husband going to use it too? Do you take any calcium supplements now?

Prospect: It’s just me. So I’d like to get the starter package.
You: Ok great. The price I gave you was retail. But you know how things are cheaper by the dozen right? Well this works like that. You don’t have to buy a dozen at once, but you’ll still get the preferred customer price, which is 30% discount off the retail price. It’s $39.95 instead of $53.15. They let you get it each month or every other month for as long as you want. And they’ll ship it to you direct so you don’t have to do anything else. You’ll also get access to an online website so you can change your order in the future if you want. That’s what I do too, to get the better price.

So which one do you want to do? Do you want to be a preferred customer for $39.95 or do the retail for $53.15?

Prospect: I want to be a preferred customer.
You: Ok great. Where do you want them to ship the package? How do you want to pay for it?

There you go. I hope that with all three parts, you can be of good help to people you meet. And I hope you can now stop asking the question... If My Product’s So Great How Come I Can’t Sell It?

If My Product’s So Great How Come I Can’t Sell It?

If My Product’s So Great How Come I Can’t Sell It?
by Kim Klaver

The following is a very brief “Cliff’s Notes” summary of the book If My Product’s So Great How Come I Can’t Sell It? Sections of the summary have been paraphrased to hit on key points. This is not meant to be a substitute for the book, but rather a study guide. Kim Klaver goes into much more detail and provides a number of examples in her book and the 3 Scripts class that the book is based on.

Part 2

Creating Your “First Date” Script:

Your First Date Script is the first thing your prospective customer will hear you say about your product or service. Use this to respond to people when they ask what you do, to introduce your product to new people, to create ads, flyers, business cards, voice mail messages, emails, and email signatures. Use the FORMULA to create YOUR OWN unique script. If you put an authentic part of yourself in your script, you’ll touch people and magically open their minds to your product or service.

Remembering – Go sit in quiet place where you won’t be distracted to complete this section

1) Remember how you were Before you came across your product or service. What made you decide to try it for the first time? What were the specific things you were suffering from, or were disgusted with, or really needed or wanted to do? Don’t be afraid to get personal with this. Use picture words to describe yourself. If vague words come to you first like “I was tired,” or “I was stressed out,” say to yourself, “What I mean by that is…”

Examples:
• My skin looked dry and flaky.
• I spent too much time at work that my family started complaining about never seeing me.
• I was someone who was always active in sports, and then started slowing down, getting sore, and needing more rest between workouts.
• I looked in the mirror and saw a fat man with a big potbelly.
• I couldn’t run up and down the stairs like I used to.
• I used to take a nap every afternoon and was in bed by 8.

If you are having difficulty remembering, then recall what happened in your life that triggered the conditions or problems you were having and how long ago you started noticing them.

• I was healthy and active all my life, then about four years ago I noticed my joints started getting achy and I’d get these shooting pains up and down my back….
• About 3 and a half years ago I pulled some muscles in my arms and chest and then I couldn’t work out like I used to. I couldn’t even carry groceries or lift my briefcase…
• For as long as I can remember, I used to get 4 or 5 long lasting colds per year …

2) Remember what happened After you started using your product or service. Did it fix or improve one or more of your Before situations? These fixes don’t have to be dramatic; they just have to be true. One little thing can make a big difference in someone’s life, like “Now I rarely get colds and when I do they last two days instead of 3 weeks.”

Be sure to match your Befores and Afters like “Before I was blind and now I can see” rather than “Before I was blind and now I can walk.”

On a piece of paper, write out three examples of Befores and Afters. Answer the following questions:
Before I started using my product (or service) I was someone who…

Then One day I tried this product (or service), and after (time period) I noticed that …

Finale: (see below)

3) Choose your Favorite Fix. What is the problem or concern that your product or service fixed that you are happiest about? Look at the 3 examples you wrote down and choose one that makes you feel the happiest or most relieved about inside. You’ll have other opportunities to present others. Just not now. You may market many fixes, but you LEAD WITH ONLY ONE.

Some people feel strongly about their results because they were life altering for themselves or families. In some cases, long-term health problems were reversed. If you have a similar feeling about your product or service, include a Finale in the

After part of your Favorite Fix. Examples:
• It feels good to use a product that actually makes a difference.
• It’s been 2 years and I feel better now than I ever did.

4) Remember a few Personal Zingers. Let’s finish creating a script for your Favorite Fix. Personal Zingers are juicy tidbits from your personal situation before you started using your product or service.

• These may include crises, frailties or problems you’ve overcome by using your product. Example – “Seven years ago my relationship fell apart, and after the break up, a lot of things went downhill. After a while I stopped doing things socially and I didn’t enjoy my work. Actually I didn’t enjoy anything anymore…”

• If you didn’t have a problem you overcame, but wanted to maintain an already good condition or ensure peak performance, your zinger can be what you’ve done to prove you’re a member of the Segment you are marketing to. Example – “I’ve been a vegetarian and always taken supplements because I wanted to maintain great health and improve my athletic performance. I play sports to win, not just for exercise.”

To get more specific Personal Zingers that paint a picture, ask yourself “Why did I feel like that?” What caused that to happen?” or “What happened just before I felt like that?” Now go back to your script and add some Personal Zingers to the Before and After sections.

5) Remember the Things You Tried before you came across your product or service. Did you try to fix your situation with other products or services? Some try other things for years like going from doctor to doctor, taking different medications, trying all kinds of vitamins. Examples:

• I was on four medications that weren’t helping me much and had bad side effects.
• I tried all kinds of vitamins from our local GNC over a couple of years and it didn’t seem to make a difference whether I took them or not.
• I changed my diet and started exercising, but neither seemed to make much difference.

Phrases that work well after saying what you tried before you found your product include:
• … but nothing seemed to make a difference.
• … but nothing seemed to work.
• … but they had bad side effects (and I got scared).
• They worked for a while, but [the problem] didn’t go away.

On your paper, add some of the things you tried:
Things I Tried (optional)

…but nothing seemed to make a difference.
(or similar appropriate phrase.)

Scripting Your Market Segment – Do not complete this section unless you have completed all of the Remembering Steps above. Otherwise, you will end up with the dreaded SELLER TALK.

Your Market Segment is your marketing name…it’s your favorite fix – the juiciest problem, condition or personal goal you had, that your product or service fixed or helped you attain. It’s your HOT BUTTON. You find your Market Segment by looking at what you wrote as the Before part of your Favorite Fix. Convert your Before into your Market Segment by using it or a version of it to complete the following sentence:

I market a product for someone (or people/parents/men/women) who…

At the end of the sentence add one of the following “like me” phrases. It shows the consumer you are a member of that market segment and most important, it shows the person that you have vulnerabilities also:
Like me… like I used to be… like what happened to me… like I did.

Examples:
• Favorite Fix: Before I started taking the product I was someone who had to eat every couple of hours, otherwise I’d get weak and feel like biting people’s heads off.

• Market Segment: I market a product for people who can’t go for more than a couple of hours without eating like I used to.

• I market a product for people who know they’re not eating right and are interested in health like I was.

• I market a product for people who can’t seem to lose weight with diet, exercise or will power like what happened to me.

• I market a product for women who want a natural alternative to the hormone replacement drugs they’re taking like me.

• I market a product for people whose joints hurt a lot like mine used to.

• I market a product for people who have dull dry skin and wrinkles, like I used to. Since I was little, my skin was dry, like my mom’s. I spent a lot of time outdoors in the sun and my skin got worse. It started flaking and I got a lot of deep wrinkles around my eyes…

On your paper, define your market segment:
I market a product for people (someone/women/men/parents) who…

…like me/ like I used to / like what happened to me / like I did / like I had.


Assembling Your First Date Script – Now it’s time to put it all together. Your script will have five pieces that come out of your personal experience. You created all of these pieces in the sections above: Market Segment, Personal Zingers, Things You Tried, Your Results After Using the Product, Your Optional Finale. The script also has key phrases that introduce or end each piece and a question that’s considered “The Close” - Do you know anyone who might like to know about a product like that?

The closing question puts no pressure on the consumer because you’re not asking them to buy. You’re simply asking if they know anyone who might like to know about a product like that. If you hit their Hot Button, they’ll say,
“Yes, me! I want to know more…” or they might refer someone to you.

First Date Scripting Formula

I market a product for people who …
Add your Personal Market Segment … like I used to.

Add your Personal Zingers
Add the Things You Tried … but nothing seemed to make a difference (or other phrase).

So then I tried this product and after ___ months (within a few weeks / almost right away)…
Add your results After using the product
Add your Finale (optional).

Do you know anyone who might like to know about a product like that?


Example – Long Script

I market a product for people who …
work a demanding job and have lost their energy … like what happened to me.

I worked in a medical practice for 25 years and during the last four, I started working longer hours, did more procedures, saw my family less, and made less money. I’d come home after work with no energy. I’d fall asleep on the couch within 10 minutes after dinner. I was so wiped out that my family stopped including me in their evening plans. They said “Dad’s no fun.” So I had to do something about it.

I had access to prescription drugs, but I was looking for something natural to boost my energy. I tried a couple herbal pills … but nothing seemed to make a difference.

So then I tried this product and within a month, I started coming home with more energy than I had before. I didn’t go to the couch anymore after dinner. Instead I stayed awake and spent time with my family.

It’s been 3 years and I feel like I’m in my 30’s again. The best part is the kids say “Dad’s fun again.”

Do you know anyone who might like to know about a product like that?


Example – Long Script

I market a product for people who …
have a hard time maintaining the weight they want … like I used to.

Growing up, I was always so active that I could eat whatever I wanted and never gain a pound. But then I got a demanding job working long hours and sitting at a desk all day, so I didn’t have time to go to the gym as much or make healthy meals.

My weight started to increase, and I’m a small boned girl, so even 15 pounds made a big difference. My clothes fit tighter, and at one point I actually busted out the back-side of my pants when I went to sit down. I looked into different ways to lose weight but I didn’t want to starve myself or use drugs.

So then I tried this product and within a couple months, I lost the extra pounds and my clothes started to fit again. Now I am going on 30 and I am back down to a size 2.

Do you know anyone who might like to know about a product like that?


Tips to Make Your Script Zing
1) Use words a 13 year old would understand. Say your script OUT LOUD and if possible, have someone listen to you. If you can’t, then record yourself and listen to it.
2) Make sure there’s no seller talk. It has to speak to someone without techno-babble, promises, etc.
3) Use picture and action words. NO clichés, generalities, or big words. Example – Arthritis = my feet and legs hurt so much I couldn’t sleep.
4) Go over your first draft and give it a polish…
5) Time your polished script. Make sure it is no longer than 45 seconds – MAX.


Depending on the situation, you may not be able to give your Long Script version, so make a Short Script out of it. You would use this, for example, in line at the grocery store when answering a quick question of “So what do you do?” You’ll add Personal Zingers later in the conversation if the prospect shows interest.

Limit this short script to around 19 words or less. Using the example above…

Example – Short Script

I market a product for people who …
work a demanding job and have lost their energy … like what happened to me.

Do you know anyone who might like to know about a product like that?


Congratulations. You now have a First Date Script. Get out there and start using it!

More and more next time on If My Product’s So Great How Come I Can’t Sell It?