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HOW TO RECRUIT DEALERS AND DISTRIBUTORS TO SELL FOR YOUEveryone dreams of owning a super money-making business where other people do all the work, and their only duties involve the approval of sales and bank deposit slips. It's the only way to go as a business owner. The problem, however, is that not too many people know how to put together such a business. What we're talking about is an operation where you supply the product and other people do the selling - a prime source with a dealer or distributor network. Assuming that you have the product, you'll also need a sales kit and plenty of impressive, eye-catching promotional materials. If you don't offer or supply materials with which your sales force can sell the product, you'll have a hard time enlisting people to sell for you, nor will you set any sales records relative to your product. Let's assume that you've just written a book, HOW TO MAKE $100,000 PER YEAR AT HOME WITH YOUR COMPUTER. In order to sell this book, you've got to get the word out to prospective buyers that you have such a book available. Advertising on your own is going to cost you a lot of money, and unless you've got a good understanding of the advertising business you may never reach your full sales potential. Also, the time and effort spent in finding the right place to advertise, the placing of your ads, monitoring your returns, and the frustrations of dealing with curiosity seekers will quickly wear you out. That is definitely not the way you envisioned your life when you got the idea to write the book. Therefore, as soon as you've got your book written, get some bids out to the advertising agencies in your area, freelancers, and the advertising department at your local colleges, seeking the development of an advertising circular promoting and selling your book. Specify that at the bottom of this circular in a smaller and slightly different typestyle, almost as an afterthought, you would like included the phrase, "Dealer Inquiries Invited." Look over all the submitted circulars and choose the one you consider the best. Have a supply of these printed up at your local print shop, obtain a mailing list of opportunity seekers, and get the circulars in the mail. The advertising circular should serve a dual purpose. You send it out to solicit sales of your product while at the same time utilizing it to recruit dealers who are impressed with your advertising materials and feel that they can make some money for themselves by promoting your product. Again, this needn't be much more than a simple tag line at the bottom of the circular: "Dealer Inquiries Invited." Just as soon as you've dropped these first circulars in the mail, start writing your "distributor" letter. This should simply be an explanation describing how you will dropship orders for your dealers' customers, allowing dealers a certain commission on each sale. Also state the per copy price for which you'll sell your book to the dealers in wholesale quantity lots. At the same time, this letter should include a copy of your advertising circular and an explanation, reassuring these dealers that they can reproduce this circular with their name and address in place of yours on the order coupon. You might even include a brief note offering to pre-print these circulars with the dealer's name and address and ship them to him for a wholesale printing price. The entire purpose of your letter to distributors boils down to your offer to supply him or her with whatever is needed to promote and sell copies of your book for you. You can only reach so many people and sell so many books by yourself. With 1,000 people helping you - mailing out advertising circulars and running small ads in hundreds of opportunity seeker publications - your costs of running your business will be minimal while your book sales should skyrocket. Remember, however, you need an impressive, eye-catching advertising circular or mailing package for your sales force to use as their own, and you need a clear, easy-to-understand letter outlining the commissions you allow, the price of your books in wholesale quantity lots, and the availability of advertising materials for your dealers. Now that you're organized and working, next contract to run as many small DEALERS
WANTED ads in as many of the mail order publications as possible. Such an ad can be either
a classified or a small, but eye-catching one inch display ad: DEALERS WANTED!! |
