For Leadership Representatives Instructor Guide Designed by, U.S. Sales Training
Table of Contents Welcome and Module Overview... 5 Review... 7 Your Attitude... 9 The Process... 18 Model... 29 Role-Play... 31 Summary and Close...34
Objectives Module Overview Upon completing this module, Leadership Representatives will be able to: Explain the goal of to build their businesses Describe the process, tools and techniques. Conduct the prospecting steps given a scenario. Timing & Flow Lesson Module Introduction Review Your Attitude Belief Window The Process Prospect List ACT and Generate Leads Role Model Role-Play Role-Play Activity: Role-Play Length 5 min. 5 min. 25 min. 20 min. 5 min. 60 min. Total Time Pre-work Approximately 2 hours Prerequisites Participants are Leadership Representatives. They may be Fast Start Representatives or have achieved Unit Leader or above. July 2010 Page 3 of 34
Review Room Set-up Test Equipment Preparation Checklist Classroom style Computer LCD projector Slides Assemble & Organize flyers One copy of the Participant Guide for this training session for each Leadership Representative Set of the Cards with scenarios on the back for half of the number of participants. 2 copies of the Observation Form for each Leadership Representative. The Observation Form is found on SMO. Create Prepare to demonstrate the steps of conducting prospecting as they are described in this Instructor Guide. July 2010 Page 4 of 34
Lesson: Welcome and Module Overview : Lesson: Welcome Welcome Script 5 minutes Display the first slide as participants enter the room Display the Title Slide Slide 1 is one of the most important activities that you perform. It s your tool for building your Downline and achievement of each level in Leadership. Slide 2 Present the Agenda slide Refer to Participant Guide page 2. Slide 3 Today you will learn about and practice using this important skill with the Decision Tree and Observation Form. Here is what we will cover in this module: Review Your Attitude Belief Window Review of the Process Model Role-Play Participant Guide Page 1 July 2010 Page 5 of 34
: Lesson: Welcome Welcome Script 5 minutes Transition Let s review what you know about prospecting. July 2010 Page 6 of 34
Lesson: Review : Review Review Script 5 minutes The success of your Downline depends on your ability to continuously generate a supply of leads and new recruits. is the process of developing a list of names and sources of leads with whom you can share the Avon opportunity. Slide 4 is the art of networking, a way of starting new relationships, and a way of developing and expanding your business. This is. It is the P in PATD. Participant Guide Page 2 The goal of is to leave each person with a(n): Interest in the earning opportunity Desire to become an Avon Customer Slide 5 Good feeling about Avon The ultimate goal when prospecting is to sell the Avon opportunity and schedule the appointment. July 2010 Page 7 of 34
: Review Review Script 5 minutes Ask Count the hands that go up. Transition is critical to the growth of your Downline, but whom here, from time to time, just doesn t have a very good attitude about prospecting? If we are honest with ourselves, we all have times when we just don t want to prospect for new Representatives. Let s take a few minutes now to examine our attitudes about prospecting. July 2010 Page 8 of 34
Lesson: Your Attitude : Your Attitude Your Attitude Script 25 minutes Slide 6 We have found that: What you believe about prospecting has a powerful impact upon how you feel when prospecting. What you feel when prospecting has a powerful impact on what you do about prospecting Let s take a look at what sometimes gets in the way of successful prospecting and a technique you can use to change the rules that govern your prospecting behavior. Provide Possible Answers: Scared Shy People won t talk to me Challenged! How do you feel when you prospect? July 2010 Page 9 of 34
: Your Attitude Your Attitude Script 25 minutes In order to be a successful prospector you need: An enthusiastic, friendly attitude The skills or know-how of prospecting Knowledge about Avon and the earning opportunity Knowledge about the beauty and personal care industry. The ability to stay organized! Like anything else in life, if you don t have a positive attitude, prospecting will not be easy and you won t enjoy it or be successful at it. Furthermore, your attitude comes across in your communication style. If you are uncomfortable about prospecting, your Prospects will see your discomfort and most likely will not be interested in Avon. For the next few minutes we will talk about the method for identifying your beliefs about and for redirecting those beliefs that may hinder your success. Slide 7 When our beliefs are positive, the road to success is open to us. July 2010 Page 10 of 34
: Your Attitude Your Attitude Script 25 minutes The technique was developed by Hyrum Smith, the vice-chairman of Franklin Covey and author of several books including What Matters Most and The Modern Gladiator. As some of you know, in 2001 Hyrum spoke at Avon conference about what he calls the belief window. According to Hyrum, each of us views life through our own window. Slide 8 Participant Guide Page 3 Our windows are not clean and clear; rather all of our beliefs about the world hang on our window like a shade. We look out through our window onto our own behavior and the behavior of others. From our beliefs we have each constructed rules that govern our behavior. The observable result of our behavior may or may not be satisfactory to us. For example, if you believe that people don t like being approached by strangers and it makes them angry, your rule might be If I approach a stranger to tell her about the Avon opportunity, then she will become angry and walk away. July 2010 Page 11 of 34
: Your Attitude Your Attitude Script 25 minutes The rules influence the behavior. In this example, you would stop approaching strangers to talk about Avon. The observable result of your behavior may or may not be satisfactory to you. In our example, you will not recruit as many new Representatives if you do not include talking to strangers when you prospect. The point is, that once you have identified your belief you can work to change it and subsequently change your behavior. Let s walk through Hyrum s model for changing beliefs together, and then you will have an opportunity to work through the model using one of your own beliefs. In Hyrum s example he starts by identifying his behavior pattern: I m really reluctant to talk in front of a group of people. Slide 9 July 2010 Page 12 of 34
: Your Attitude Your Attitude Script 25 minutes In Step 2 he asks himself why? Why am I reluctant to talk in front of a group? Because when I talk in front of a group I m afraid I ll make a fool of myself and forget what I want to say. This is the principle on his belief window. Step 3 is to predict your future behavior based on your belief. Confirm/provide the answer: He avoids all situations where he has to be in front of a group. What might Hyrum s future behavior be, based on his principle? An alternative to his principle might be, A lot of people feel the same way and can empathize with my nervousness. Slide 10 Confirm/provide the answer: He might practice talking in front of large groups. How might his behavior look if he believes the alternative principle? July 2010 Page 13 of 34
: Your Attitude Your Attitude Script 25 minutes Confirm/provide the answer: The result in Step 5 is desired. It makes him feel less nervous about speaking in front of people. Which is the desired result, the result in Step 3 or the result in Step 5? What questions do you have about our example or about how the model works? Let s try another example together, and then you ll have an opportunity to work through a behavior of your own. For this example, the behavior is: I don t tell Customers about the Avon Earning Opportunity. Confirm/provide the answer: I believe that I am bothering them and I will lose them as a Customer. Slide 11 Why do you think that you don t tell Customers about the Avon Earning Opportunity? If you think that your Customers will be bothered and you will lose them as Customers, then that is the principle on your belief window. July 2010 Page 14 of 34
: Your Attitude Your Attitude Script 25 minutes Confirm/provide the answer: I won t tell Customers about the Avon Earning Opportunity. How will I behave in the future based on this principle? Confirm/provide the answer: If I talk to everyone about the Earning Opportunity I will appoint more Representatives in my Downline and achieve the next level of Leadership Slide 12 What is an alternate principle I can have? Confirm/provide the answer: I will talk about the Earning Opportunity with everyone Confirm/provide the answer: To talk about the Earning Opportunity with everyone. How might I behave if I believe this new principle? Which is the desired behavior? Answer questions about this process and proceed to the activity July 2010 Page 15 of 34
: Your Attitude Your Attitude Script 25 minutes Conduct the Activity: 1. Read the steps on the slide aloud to the participants. 2. Instruct participants to turn to the worksheet on Participant Guide page 3. 3. Tell participants to work through the steps of the process on their own to construct a new belief that will lead to behavior that will bring success. Allow about 5 minutes for participants to complete the worksheet. Activity Slide 13 Belief Window Activity: Now you will participate in an activity to practice using Hyrum Smith s method for identifying beliefs that hinder personal success. Each of you will identify your own behavior and use Hyrum Smith s steps to change your belief. Debrief: Ask the questions on the slide. Participant Guide Page 4 Who would like to share their Belief Window? Slide 14 July 2010 Page 16 of 34
: Your Attitude Your Attitude Script 25 minutes Instruct the volunteer to explain to the group how he or she worked through the steps of the process as shown on the slide. Thank the volunteer for taking a risk to share his or her beliefs with the group. Answers may vary. Do you think this is a useful tool to help you achieve results? Read each statement on the slide Hyrum suggests that we all place these four principles on our belief window. Slide 15 What questions do you have about the belief window and the importance of the role of beliefs to your Managers success? Transition Let s continue with the process for successful prospecting. July 2010 Page 17 of 34
Lesson: The Process : The Process The Process Script 20 minutes You know that prospecting consists of: Prepare for prospecting. This involves gathering prospecting tools and staying upto-date on Avon products and industry trends. Conduct prospecting. There are 3 key steps in (ACT): The Approach Create Excitement Slide 16 Set the Time and Place for the Appointment Prepare to prospect by first setting your objectives. Determine: Target number of names to generate Target number of appointments to set Slide 17 Participant Guide Page 5 Determine where you will prospect: If the prospect was referred, choose a venue convenient to the referral If conducting cold prospecting, choose a high traffic and/or low coverage area July 2010 Page 18 of 34
: The Process The Process Script 20 minutes If prospecting will be conducted in an event, e.g. job fair or opportunity meeting, set up the venue so place looks professional PROSPECT ANYTWHERE, ANYTIME, ALWAYS ASK! Discuss Preparation Refer to and hold up the current prospecting flyers. Slide 18 You need to be prepared to prospect by always having or doing the following: flyers with your name and contact information o We recommend using prospecting flyers rather than brochures for prospecting. o Brochures encourage product sales and should be given if the prospect wants service, but the initial approach should be with prospecting flyers. o You should be prepared to prospect without tools, if necessary Business cards Pen and planner to write down the Prospect s address and contact information Decision Tree Dress professionally and wear Avon jewelry and use Avon products July 2010 Page 19 of 34
: The Process The Process Script 20 minutes Explain Prospect Lists The Prospect List is a list of names of people whom you already know; your personal network of family and friends. Slide 19 Think about the word FROGS: F = Friends Check your address book, telephone lists and holiday card lists for the friends you see often or infrequently. R = Relatives Think of close family first, then extended family that you need someone else s help with contacting. Participant Guide Page 6 O = Occupation Work past and present. People you know who work in other occupations. G = Geography Neighbors past and present. Shops, doctor s offices, hairdressers, garages, news agents, etc. S = Social Acquaintances who do not fit into other categories. People you meet at school, gym, evening classes, social clubs, etc. Now let s review the Steps. July 2010 Page 20 of 34
: The Process The Process Script 20 minutes Follow the process outlined on the Decision tree. Slide 20 Participant Guide Pages 7-9 As you know, the objective of the Decision Tree is to remind you how to conduct an actual activity. As you can see on the Decision Tree there are 3 key steps in (ACT): The Approach Create Excitement Set the Time and Place for the Appointment July 2010 Page 21 of 34
: The Process The Process Script 20 minutes Review the Approach Slide 21 There are two types of approaches that work best when prospecting: The Indirect Approach - When you start a conversation using open-ended questions to establish rapport and then bridge to Avon. The Direct Approach - when you meet someone and you immediately introduce yourself as an Avon Sales Leader. Again, finding common ground and/or giving a compliment to build rapport make this method work well. Slide 22 You should remember to start your talking points with the 4 C s: Start a Conversation by finding Common ground Give a Compliment that shows that you Care to build rapport Review the Indirect Approach and the Bridge to Avon. If you are using the indirect prospecting approach use a bridge statement to introduce Avon into the conversation. Slide 23 The bridge is meant to help you transition smoothly from talking about the person to talking about the Avon earning opportunity. July 2010 Page 22 of 34
: The Process The Process Script 20 minutes Instructor Demo Model the Approach using the bridge statement shown on the right. Look at one of the participants and deliver the bridge statement. Confirm/Provide the Answers: This is such a nice party isn t it? opened the conversation How do you know the hostess? So what do you do? I m in sales too. I m a Leadership Representative was the bridge statement. For example, you are at a party. You strike up a conversation with a woman standing near you. This is such a nice party, isn t it? I m really enjoying myself. How do you know the hostess? (Listen to her answers and comment or ask other questions accordingly) Through work? So what do you do? I m in sales too. I m an Avon Leadership Representative. We have a fragrance similar to the one you re wearing. It s lovely. Is it Avon? What did I say to open the conversation? What did I say to bridge to Avon? What open-ended questions did I ask to get information? If you are using the direct approach you would tell the prospect who you are and that you work with or sell Avon up front in the conversation. July 2010 Page 23 of 34
: The Process The Process Script 20 minutes Instructor Demo Model the Direct Approach by looking at one of the participants and saying: For example, you are picking up your son from soccer practice and begin speaking with one of the new player s mom. Hello, Susan, it s so nice to meet you. My name is Alisha and I m an Avon Representative. Joanne told me that you re new in town and may be looking to go back to work. Tell me how you would feel about continuing to spend time with your family while having the opportunity to earn from a successful home-based business? Confirm/Provide the Answers: Hello Susan it s so nice to meet you opened the conversation My name is Alisha and I m an Avon Representative. was how I introduced Avon. Joanne told me that you might be looking to go back to work. How would you feel about spending time with your family while having the opportunity to earn from a successful home-based business? What did I say to open the conversation? How did I introduce myself and Avon? What open-ended questions did I ask to identify the need? July 2010 Page 24 of 34
: The Process The Process Script 20 minutes After opening a conversation about Avon and identifying the prospects needs, you Create excitement about appropriate Avon products and the Avon opportunity. Slide 24 You create excitement by presenting the appropriate Avon opportunity that will best meet the needs of the Prospect. It s during this step that you hand the prospect a flyer. For example, if she told you that she should go back to work but childcare is so expensive, tell her about the earning opportunity and how easy it is to earn a minimum of $300 a month from a home based business. Always keep it simple when you are prospecting and always think of what s in it for the prospect. If she sounds interested in a home based business emphasize: High income potential Flexible hours Training and development World-class products Do not overwhelm her with too much detail. Present what s in it for her. July 2010 Page 25 of 34
: The Process The Process Script 20 minutes Remember to listen more than you talk. Find out the Prospect s needs rather than rushing in to tell her about Avon. You will establish trust by not interrupting and by asking relevant follow-up questions to clarify or acknowledge what the Prospect is saying. Review the 4 paths in the Decision Tree Once you have Created Excitement about the Avon Earning Opportunity, remember to follow one of the 4 paths on the Decision Tree: 1. If the prospect is not interested in buying or selling, generate leads. 2. If the prospect is interested in buying but not selling, get her contact information, show her the brochure and generate leads. 3. If the prospect is interested in selling and has the time, proceed directly with appointing. 4. If the prospect is interested in selling but does not have the time, set the time and place for the Appointment and Training Contact 1. July 2010 Page 26 of 34
: The Process The Process Script 20 minutes Now that you ve explained the Avon opportunities that best meet her needs it s time to close the sale. This is when you set the Time and Place for the appointment. Slide 25 Time is the T in ACT. Take several answers. Provide Possible Answers: Give her a product sample Give her a brochure with your contact information Smile, be friendly and polite. Give her your card Regardless of whether or not she agrees to meet you for the Appointment, what are some ways to leave the Prospect with a good feeling about Avon? July 2010 Page 27 of 34
: The Process The Process Script 20 minutes Get referrals if the appointment is not set. If Prospect is not interested in becoming an Avon Representative right now, ask her to provide you with names of people she knows who might like to learn more about Avon. Slide 26 For example: Who do you know at work who could use an extra $300 a month? or Who do you know who may have been laid off from his or her job? What you say depends on the situation and the prospect. You ll need to vary what you say. Ask if the group has found answers to commonly asked questions they d like to share. Transition What questions do you have about prospecting? Now I will put it all together to show you what with ACT looks like. July 2010 Page 28 of 34
Lesson: Model : Model Model Script 5 minutes Use Scenario 3 from the set of Scenario Cards. I will now model the prospecting process using the following Scenario Model the complete prospecting process so that participants can see what the complete process looks like. Remember to: Approach the Prospect and ask open-ended questions to assess his/her needs and goals. Create excitement about the Avon opportunity. Set a Time for the appointment. Conduct the Model. Debrief the model. Call on volunteers to answer the questions. Transition You are a single mom with teenage children working two jobs. You have a 15- year-old daughter getting ready to start high school and a 19-year-old son who is in his second year of college. You work in a bank during the day and teach aerobics at night. Even with both jobs, you would still like to contribute more to your family s income. What did the Leadership Representative do to: Approach the prospect? Was it direct or indirect? Create excitement? Set the time and place for AT1? Generate leads? Now you will practice preparing for and conducting the prospecting process in a roleplay session. July 2010 Page 29 of 34
: Role-Play Role-Play Script 75 minutes Introduce the role play Now you ll all have a chance to practice prospecting. Slide 27 Hand out the Observation Form. Point out some of the differences. Scenario cards Observation Forms For this role-play you will use Scenario cards, Decision Tree in your Participant Guide, and the Observation form. July 2010 Page 30 of 34
: Role-Play Role-Play Script 75 minutes Assign the participants into triads for the roleplay. Distribute 3 scenario cards to each triad. Refer the coach/observer to the Observation Forms Participant Guide Page 10 Role-Play 1. I will assign you into groups of 3. 2. Decide who will first play the role of the Prospect, who will be the Leadership Representative, and who will be the Observer. 3. I will pass out 3 prospecting scenario cards. 4. On the front of each card is a photo of a prospecting opportunity and on the back is a description of the scenario. 5. Each of you will play the role of the Leadership Representative for 3 of the scenarios, the Prospect for 3 and the Observer for the remaining 3. 6. When you play the role of the Prospect read the scenario on the back of the card and don t let the Leadership Representative see it. If you are playing the role of the Leadership Representative look at the photo and prepare to approach the Prospect. The Leadership Representative s goal is to interest the Prospect in the Avon opportunity and schedule the appointment. July 2010 Page 31 of 34
: Role-Play Role-Play Script 75 minutes Slide 28 7. You will have 2-3 minutes to perform each role play. When you play the Prospect, feel free to improvise with your responses. You decide if the Leadership Representative has addressed your needs and convinced you to become an Avon Representative or Customer. 8. During each role play the Observer will observe and fill out the Observation form 9. When I call time, the Observers will provide feedback after each role play using the Decision Tree. You will have approximately 2 minutes to provide feedback between prospecting activities. 10. After all 3 role plays, the Observer will provide any additional feedback as needed (you will have approximately 5 minutes for final feedback). 11. You will switch roles, and I will distribute the 3 new scenario cards. 12. You will have 20 minutes to conduct the second role-play as above. 13. You will switch roles for the last set of role plays and I will distribute the last set of 3 cards. 14. You will have 20 minutes to conduct the final role-play as above. July 2010 Page 32 of 34
: Role-Play Role-Play Script 75 minutes At the conclusion of the role-plays you will have time to present your Observation Forms to each other. When the triads have performed all 9 of the role-plays and have completed the three feedback conversations, debrief the role-plays. Debrief: How did it feel to use the process on the Decision Tree to prospect? How did it feel to use ACT? How many of the Leadership Representatives were able to schedule the appointment? If you were a Prospect who agreed to be appointed, what did the Leadership Representative say or do that made you decide to become an Avon Representative? Answer all questions and proceed to the close. Did the Leadership Representative use appropriate Avon benefits to address your needs? What questions do you have about? July 2010 Page 33 of 34
Lesson: Summary and Close : Summary Summary and Close Script 10 min. Review the Summary Slide. Slide 29 Review your belief windows periodically to assess your beliefs about prospecting. Call on a participant to volunteer 1 or 2 ideas. What are the one or two most useful ideas that you will take away from this training? End the module. Show slide 30 to end the session. Slide 30 July 2010 Page 34 of 34