The "Choices" you need and want for selling

Thursday, October 04, 2007  by Susan Julien-Willson
Category: sales, selling, sales literature, customer, catalogs, buying, advertising, business

This week, I was fortunate enough to spend some time with an IBO couple who are hugely successful in the business and currently participating in The Learning Lab with Quixtar. Wow, I learned so much in 90 minutes. One of the topics was Choices Catalog. I asked how they use it in the business. What they liked about it and what they thought we could do better, especially for selling. But also to help sponsoring and ordering. Now I am asking you.

Here are a few ideas I've received and/or considered:

More competitive comparisons other than price.

More visual comparisons for concentrated products.

More bullet points and easy, quick read info.

More distinct branding between product lines.

More cross-referencing to the web and where to find more info--easier to find this ... don't bury in footnotes.

We're currently working on the Choices for Spring-Summer 2008. We're just at the initial planning stages. This month, you'll receive your Choices Fall 2007-Winter 2008 Catalog. We welcome your feedback on it.

Tell us what you think. Remember, we're all "ears", but time and budget are also factors to consider in catalog development, so when we do our wish list, we also keep our pragmatic hat on, too. I ask you do the same ... but speak up. Please!

Comments

# Nick Kobelja said on October 4, 2007 10:29 AM:

I've always been grumpy about the IBO cost information in the catalogs.  Are the catalogs selling to IBOs or to retail customers?  Please, remove them.  We are entering our orders into the website anyway and the IBO cost shouldn't influence the selling style that much anyway.

Just my two cents.

# Nick Kobelja said on October 4, 2007 10:37 AM:

 

One of the 6 unique customers I've had (and the only repeat customer) remarked that it was confusing to put the order into the website when finding the items in the catalog.  All PV stuff was in the way.

# rdknyvr said on October 4, 2007 2:17 PM:

Hi Susan, "white" type reversed out of another color or a photo is often beautiful but ultimately hard to read or even unreadable. Case in point, looking at my 2006-2007 catalogue (stones on the front). If you look at pages 11, 14, 19, and 23-31 (as examples), these are a designer's dream and beautiful to "look" at, but very hard to read... the reader's eye tends to be thrown off the page, and if someone is not a determined or very good reader, they will skim or skip past this info.

Where this really bites the company in the gluteals is the importance of these pages to communicate, promote and sell key health products, including Gensona and Personalized Health, and I wonder if there is some correlation between poor visual communication of critically essential info and the poor sales of those products this past year... Interleukin Genetics is now processing the Gensona tests at cost greater than the revenue gained back from Alticor for doing so. Quixtar's sales of Gensona are below break-even point of ILG's processing revenue, and that traces back to marketing failure at Quixtar, and I would suggest that even a small thing like catalogue copy and design can contribute positively or negatively to the sales picture. What do you think? :)

I have a bit of a background in exactly this kind of stuff... readability and page design, so I'm not speculating or making this stuff up.

While we're talking about Gensona and Personalized Health, I understand that Interleukin and Alticor were going to jointly hire a marketing specialist with a strong science and marketing background to be on-site at Quixtar to advise Marketing, Sales and Communications. Do you know if that person has been hired, and if so, are they now advising you on catalogue copy for Gensona, etc.?

With appreciation, :)

PS. has anyone on your team actually done their Gensona tests? How can your team even write catalogue copy without having tried the product (and at least done their online Personalized Health Questionnaire) in order to understand it? What do you think?? :-)

Rdknyvr,

You speak of the Canadian Choices Catalog. I now work with the agency who does the Canadian catalogs for SFM and Options. I am with you on the reverse type. It just doesn't work well from a legibility standpoint.

Not sure about the Marketing Director who was planned to be hired. Is that in Canada? I have written some copy about the tests and actually, I am familiar with the questionnaire. I am not the Health editor and writer. I know the team did the questionnaire, but I am not sure who on the team sent in their tests. Some did, I know that.

Did you receive the new Canadian Options Catalog yet? How bout the Ribbon Program in  Canada?

Thanks!

# Jeffrey said on October 4, 2007 6:14 PM:

Don't remove the price codes! It makes it so much easier than going to a separate price list or to the site. Customers know that it means something, they just don't know what. I have several customers that do not use the quixtar site. They order right from the Choices catalog over the phone. All they "see" is the stock number and the retail price.

# E. Rodriguez said on October 5, 2007 1:40 AM:

Susan,

I'm glad Quixtar is making these positive changes and listening to feedback from IBOs. One question though - did I misread somewhere that the new "Options" catalog which features our brands like Kahve and Zsenso, will not be available for purchase like the Choices catalog? If so, it seems a bit absurd considering the catalog features so many consumables that customers like. If not, please clarify why it's not available on the site for ordering along with the new Choices catalog (e.g. does it come packaged along with the Choices?)

Many thanks

Sometimes, here at the Corp, we  get so involved in what we do (and extremely enthused), we believe we know what you guys need and want ... like we can read your minds and there's no need to ask...and begin to think we even got the idea from you.  Ooops. I should wear a paper bag on my head for this one.  I played a part in that "absurd" decision : ), thinking that you were not selling consumables like Options to your customers. Guess what? I was wrong. We ARE going to put Options for sale on the site ... in fact, it should be for sale as soon as the 5-packs (40-0780) are ready this month. It's a wonderful, easy-to-shop 64-page catalog -- a very accessible piece you can share with customers. It includes all your faves like KAHVE, MEADOWBROOK, SMART MENU, KOZY KIDS, NUTRIPET, FORMUCARE, and more. I apologize for any stress or confusion this may have caused you and all IBOs.

So ... as soon as the Options 5-pack is up on the site for sale, I will let you know. And I am sorry for the delay. I can't take the bag off my head and tell you what we're doing with Options next spring, but it's good ... be excited! I think it will help you with your business immensely. And that's what matters, even though we pull blunders now and then.

Thank you for commenting. Please keep your ideas, questions, and suggestions coming! sjw

# Nick Kobelja said on October 5, 2007 8:03 AM:

The can we take what I say about confusion into account with the catalogs.  BTW, Jeffrey, I still disagree they should be there but you are selling WAY more than I am :)

# rdknyvr said on October 5, 2007 9:12 AM:

Hi Susan, with respect to your reply to E. Rodriguez, it's been said that if you're not making any mistakes, you're not taking enough risks or you're not trying hard enough. Thanks for fixing that one. I wonder if there is a way for you guys to vet ideas through doing quick email surveys to a random sample set of active IBOs... would be quick and low cost, and let you quickly take the temperature on a proposal. Would only need to do a couple of questions, with simple yes/no or multiple choice/ranking questions... 30 seconds to reply and you'd have a strong sample set in a couple of days. Although, as always, question design, wording and what you include/omit are as critical as ever. :)

Regarding my catalogue comments above, it seems the Canadian catalogue is usually just a pick-up on the US summer edition of Choices, with Canadian pricing and the odd product substitution dropped in, and some pages cut back. So I'm guessing that it's still your basic design, layout and photography, having compared to some US Choices editions.

The Gensona marketing person that was to be jointly hired by Interleukin Genetics and Quixtar/Alticor was to be based in Ada at your offices, a US position, according to Thomas Curran over at Alticor, and also Interim CEO of ILG. He made that statement on ILG's Q2 investor call back in July I believe... the recording of the call is still up on ILG's home page if you want to listen to it. They are supposed to be an ILG employee, but based in your offices to advise on the 2008 relaunch in North America, and the International launch into the Asian markets in 2009. So that person should be in place by now, right? Concerned if that's not the case.

Ribbon -- looks interesting, but only a few of the options you have in the US are available in Canada. That kind of product line is not my focus, as interesting and as profitable as it may be for those who are driving with it. My core interest is consumable health-related products from the Nutrilite, Gensona and XS product lines, which support the Personalized Health vision, and the other consumables to the extent that they assist in garnering a greater "share of customer" brought in via the Health Pathway. You guys are still going to launch the "Health Pathway" in January, right???? :) Along with the re-launch in 2008 of Personalized Health/Gensona with the two new Gensona tests, right??? :) Please do answer these last two questions when you can... I'm sure you would know, if you're already working on the Spring 08 Choices. :)

rdknyvr,

We have not met with marketers yet to learn the specifics of each product line and what's changing/maintaining, etc. for spring. We're in the concepting stage ... the overall look and feel of the catalog. So, that means you'll need to ask me again in a couple months when we do the product "turnover" meetings with brand managers and merchandisers. Meanwhile, I will find out about the new Gensona/PH Marketing Director. I am sure we have one or about to hire one if that was promised. Sometimes finding the right person for a position takes a long time.

Your quick survey idea is excellent. We have done a few informal, quickie surveys online with What's New articles requesting feedback. One I was involved in had to do with the Achieve reinvention which Nick speaks about in his True IBO Stories blog. We found out IBOs currently like Recognition stories in Achieve and the merchandising info we now include in WYW. We also discovered IBOs would like business tips, competitive product info, third-party endorsements, retailing info, and sales training added to Achieve. So, we're adding what you want to Achieve in 2008-pun intended. : ) Can't wait to see what IBOs think of the new monthly pub.

Thanks again for sharing. You keep me on my toes. I like that! sjw

 

# rdknyvr said on October 5, 2007 11:00 AM:

Thanks Susan, the Gensona person was to be an employee of Interleukin Genetics, not replace any of your people or be on Quixtar's payroll, but they would be based in Quixtar's offices. And according to Thomas Curran, their purpose is to bring a combination of related science and marketing skills to be able to advise and support your people... you, Sheila, Beth, Alison Hague, marketing and sales at Quixtar in North America and Amway internationally (for the 2009 international launch). So if you hear of that appointment, it should be worthy of a post on either yours or Beth's blog. :)

# Bridgett said on October 5, 2007 9:50 PM:

Hi Susan,

I have yet to receive my Choices catalog, so I can't comment yet. From my understanding it's only going out to IBOs who meet certain "active" criteria (which I do), but there's a delay I think.

Today, I received my polybag with the Options in it. While I understand (and LOVE) that the "non-core" items are in here and not mixed in with the Choices, I'm curious of how the products were chosen.

I thought they'd be all the non-full PV/BV items, but then I saw the Kavecchinos, the Smart Menu Protein Cookies and the Zenso bottled teas in there, which are full PV/BV. I'm sure there are other products, but I only had a few minutes to flip through it today, and don't have it with me right now.

So, just wondering the criteria you used to decide if a product went in to Choices or Options. Thanks.

Even though Kavecchinos, the Smart Menu Protein Cookies and the Zenso bottled teas are full PV/BV, we elected to keep them with other coffees, teas and Smart Menu products. We put a customer hat on, rather than an IBO PV/BV cap. Follow me? Please let me know when your Choices arrrives and what you think of it! sjw

# rdknyvr said on October 6, 2007 3:03 AM:

Susan, will you graciously allow me to post a slightly off topic note:

Canadian IBO 2, if you're reading here, I've posted a reply to you on the "Stacking vs. Depth Building" thread at Ada-tudes. Sorry to take so long.

# Canadian IBO 2 said on October 6, 2007 2:22 PM:

rdknyvr & Susan,

Here in Canada, we only have 5 prices levels for the Ribbon vs 21 or 23 in the US.  I was told by Q-Canada that the reason is that the marketers decided to start there and gauge the response to the program.  Also we only have the one catalogue for the 5 price levels in comparison to the individual albums for each price in the US.  We only have the card, no envelope.  One catalogue is overwhelming for prospects here.  The "Wow" factor is completely lost.  Again, that was a decision by the marketers here.  The US envelope, catalogue, and card are really sharp.  I have yet to have any potential customers here say "Wow" to the Ribbon program.  I have sold several albums in the US because of that "Wow" factor and the simplicity of the individual albums and the professional design of the envelope, card, and album.

Our business in Canada is built primarily on the "Core" products.  Our product and service selections are limited, so we need any edge that's available.  The limited selection is due in part (or a large part) to government regulations.  For example, we will never have XS syrup until regulations are changed.  Too bad, because my sister-in-law owns a restaurant and would love to get her hands on the XS syrup.  The Xs sports drinks are a completely formula and taste totally different.  And price is an issue here.  I can't comment on the Choices catalogue because I haven't received it yet.  Options catalogue is well designed.  We do not have anything like Store For More here because we do not access to those products.  We have one Choices catalogue for the entire year unlike the US.  Shipping costs here is another issue for another time and place.  Canadian IBOs with large businesses here should be congratulated.  Obviously they have succeeded despite the limitations and I applaude them for their accomplishments.

Thank you for posting. I will share your comments with brand managers in Canada! sjw

# Jeffrey said on October 8, 2007 12:29 AM:

One other thing we need: Availability of the Choices and Options catalogs in single copy. I have customers that only order $30 or so every couple of months; they have no need for more than one catalog. If they can't get just one, they won't order any at all. In fact, we need single copies available of all of our catalogs, including Personal Accents and B2B.

# Bridgett said on October 8, 2007 11:54 AM:

Hi Jeffrey,

Are you saying that rather than you buying and distributing the catalogs yourself, you want your customers order and pay for them?

I'm a little confused.

.

I do think that smaller quantities than 10-packs (for catalogs, and 25-packs for many brochures) would be nice.

.

Susan, here's the deal: We have SO many product lines. It's a definite strength of this business. HOWEVER, sometimes it feels like each department at the Corp is almost competing with each other and forgetting that the IBOs would like to promote many product lines and not just the one that they are “assigned” to.

.

That’s why I’d like to see smaller quantities of the merchandising support materials. I’ve bought so much of this stuff, and have only used a handful of each, before an updated version comes out and makes my existing stock obsolete.

Since I focus on many different lines, I just don’t through the literature materials fast enough. And as a result, I now rarely buy any of them.

You may say, “Oh it’s only $10 here or $5 there. But those can add up when you are promoting a dozen different product lines.

Isn’t it interesting that the Corp offers the new QBOB in a 5-pack, but many other brochures are in 25-packs.

I think a big difference than the “olden days” is that many IBOs do not necessarily live near their Upline anymore. So the days when people could split up packs of stuff (whether it be product or merchandising materials) are gone for a good chunk of IBOs.

:)

Pack sizes for catalogs and brochures are always a concern ... we have to be economical, yet we also have to be reasonable when it comes to the number needed for IBOs and their customers--and what's affordable for them.  I do know we are looking at more 2-packs, 3-packs, and 5-packs for catalogs and less ten-packs. Do you use Choices Catalog with customers? Thanks for your suggestions. I will pass them on. sjw

# Jeffrey said on October 8, 2007 4:01 PM:

Regarding case and pack quantities, my question to the company has always been: How much money does the company make from items that sit in the warehouse and don't sell because of the required quantity we are forced to buy?

Some of my customers want to order online and, yes, they do prefer to order their own catalogs. They mistakenly think that I'm making a "special trip" to their house, or I "shouldn't be spending my money on shipping." They are not thinking like a business person that can write off business expenses.

So, just for review: We need Choices and Options catalogs in eaches. What is the big deal about putting ONE catalog in someone's order? Give the customers what they want.

# Nick Kobelja said on October 9, 2007 8:12 AM:

Susan,

Could you allow me to go off-topic to ask folks to visit the "price" blog to engage in another off-topic discussion?  I'm looking for ideas.

Thanks

Yes, if it has to do with selling in some way. : )

# E.Rod said on October 10, 2007 11:16 PM:

Hi Susan,

Just received my copy of the new Choices in the mail. I noticed some things that are off. For example, the photos of the new Artistry essentials hydrating and balancing systems don't match the descriptions below (p.122). For some reason it looks like the 'before' picture of the Vitamin C & Wild Yam is actually the 'after' picture, and vice versa (p. 135). if i'm incorrect, it's probably because it's difficult to tell the difference - but it does look like the after pic has just a bit more wrinkles around the eye. another question - the artistry daily skin care is still online at quixtar.com and it is also on the cover of the choices magazine - but it is no where to be found in the choices catalog or the artistry daily routine cart. i know that the essentials line will be replacing the daily skincare systems - but will there at least be a transition period so that those of us who have clients hooked on the old systems can stock up or at least gradually move over into the essentials line? basically, will you be selling the systems until they run out. once someone is hooked on a good skincare line, it's a difficult thing to change.

Thanks for your feedback. Unfortunately, we do have some errors in the Choices Catalog and we are doing a What's New correction article regarding them. The AE Hydrating and Balancing products are transposed in the image and will be corrected in the second printing. The photos are correct for Vitamin C and Wild Yam.  The former Artistry skin care systems are on the cover because it was too late to re-do the cover -- we did not know the AE skin care line would be ready in time for this Choices ... so you see, we delayed Choices a month and rushed to include Simply Nutrilite and Artistry Essentials in it. When you rush, you make mistakes. Please accept my apologies for any confusion this may cause. I believe we will be selling the Artistry daily skin care until quantities run out, but I will doublecheck on that. Again, thank you for your comments. sjw

# Peter M Burr MD said on October 11, 2007 3:58 PM:

Susan,

Ignore the criticisms of Choices....I just got mine and it is just plain drop dead gorgeous!!!!  Congratulations on the best catalog we've ever had.  Seriously, I know there are some errors and I know you guys do your best to CQI...WELL DONE, WELL DONE, WELL DONE.

# Susan Julien-Willson said on October 11, 2007 4:26 PM:

Peter, Thank you very much for the feedback on Choices! I appreciate your understanding of the errors and the ability to see beyond them. If you notice anything else you want to change or that you want us to continue, please do let us know. Gratefully, sjw

# CJ said on October 15, 2007 1:25 AM:

Hi Susan,

Got a quick question but not sure where this fits into any of your blogs. I just signed up a small business as an IBOCS customer. Unfortunately, IBOCS does not allow you to register clients under their client account but only through my IBO#. Therefore, every month I have to manually add their purchase/PV using the customer volume reporting tool (CVR) function every month. I'm anticipating this company getting more 800#s and other small businesses I work with getting those #s. I just find it very tedious when it could be done automatically especially in respect to the 10 customer rule-it would be like having them on ditto. Until then I will have to seperate it out every month-feels like the days of using SA-13s. Is there anyway this can be resolved? Just for the record Susan,although you work like the other employees of the corporation who have these blog sites, you are the only one (in my opinion) that seems to respond back to us. Not that the others don't (on rare occasions and in limited fashion that they do-LOL!), but you go the extra mile with us. Thanks a bunch! Maybe they should all become IBOs like you-LOL!

Hi CJ! Thanks for expressing your appreciation for what I do. I am forwarding your message on IBOCs to the brand managers responsible for Partner Stores & Services. I definitely don't have the answer, but I bet they will help us out. I am happy to help you anytime, but to follow the blog guidelines, it would be good to keep our discussions related to sales, selling, products, retailing. Deal? Thanks! sjw

ASSISTANCE FROM THE PARTNER STORE TEAM: CJ, I emailed your comment to the appropriate Partner Store & Services Marketer and here's the reply. It sounds like there are some solutions to your challenges!

This is fantastic, and CJ is right that the recurring nature of IBOCS volume makes it a great foundation for building customer volume in a balanced business!

We have corrected the issues on the web site that made it necessary for CJ to enter IBOCS orders via his own IBO number. In the future, his customers will be able to use Quixtar.com to register for IBOCS and the volume will be logged as a customer sale automatically. My sincere apologies for the inconvenience.

If CJ has existing IBOCS accounts that belong to registered clients, we'd be happy to help so that the CVR process recognizes the customer volume automatically. CJ can email us a list of the IBOCS accounts that need to be changed. The email address is PartnerMarketing@Quixtar.com. We need the list to contain 1). the IBOCS 800 numbers, 2). the current IBO number on the accounts, and 3). the new Client number for each account. The new Client numbers must be registered to the IBO currently listed on the IBOCS accounts.

Thanks for your note.

# rdknyvr said on October 15, 2007 9:44 AM:

Hi Susan, CJ's question does seem pretty much sales related and in keeping with the theme of your blog. I know from my own experience how frustrating it can be when other Quixtar bloggers post but don't answer, or don't check to see if there are posts back, or more senior managers who do a drive-by post on Ada-tudes but never reply to sincere direct questions. You are great at that, and much appreciated.

# CJ said on October 16, 2007 8:55 PM:

Thanks Susan, you are the best. I know this blog is tied to selling and I didn't know where else to go to get a question like that answered. Much thanks once again!!!! BTW, is there a specific blog you can recommend when issues like this come up? Or better yet, should one be created?

And also a big thanks to you also Partner Store Team! This makes it easy to sell the service to businesses as well. With this change being made, maybe IBOCS should be added to the Business to Business link along with coffee supplies, ribbon, etc. Once again, the corporation like no other comes through!

To keep this in the vain of selling, IBOCs is a wonderful B2B sales tool that if nothing else can get business owners interested in what you do and open the door to other sales and possible IBOs. This is one of those products/services when added with all things we already have available that takes our business light years ahead of other businesses in the network marketing realm. Not only do we have power in nutrition, beauty, and homecare for the normal everyday customer, but we can also compete in the business world for business clients and service their needs. In the past I registered an IBO based upon the fact that they needed a 1800# for their pharmacist on call business as well as for their real estate business. They first led me to other clients, but in the end, they saw the benefit and joined the business. It's a great deal for a business owner, real estate agent, etc $9.99 a month and it gives them a fax line and professional answering, call forwarding, and voicemail (How many business cards have you all collected from other people in other busineses that have 10 numbers listed on their card-those are customer prospects just from that standpoint). I use a system through the IBO organization I'm affiliated with that does much more, but to market this and get PV/BV, it's a good ticket!

 

You are welcome, CJ. If you saw rdknyvr's response and persuasive argument that your questions were/are related to selling, you'll see that I have reconsidered. If you have questions that relate to selling any of the products and services available through Quixtar, you can comment on Sales Speak blog, you can contact CustomerSupport@quixtar.com, or you can call your Sales Advisor. We are here for you!

# Bridgett said on October 17, 2007 2:04 PM:

Susan,

Are Sales Advisors for all IBOs, or just Platinums and above?

They're for all IBOs. sjw

# Bridgett said on October 18, 2007 3:15 PM:

Hi Susan,

I just called Customer Support to get the name and contact info of my Sales Advisor (I already know who it is, but I wanted to see what would be said). The woman who has been with the Corp for 22 years asked me, “What this was in regards to.”

I told her that I just wanted to know in case I needed anything. And she confirmed what my understanding is---that only Platinums and above are given that information.

She DID say "that there are exceptions, if a Platinum isn't giving the answers the an IBO is looking for."

All this talk about Sales Advisors, by-the-way, is because you told CJ in the Oct 16 comment, that CJ could contact Customer Support or CJ’s Sales Advisor.

Customer Support is the only option for non-Platinums to get answers DIRECTLY from the Corp.

That’s why you got some hungry-for-information IBOs here at OZ. :)

Bridgett, thanks for the info and I guess I was misinformed by the Customer Support rep I asked this a.m. but then, I'm going to look in to this further, just to be certain. In regards to your comment about IBOs hungry for info here at OZ -- Sales Speak is a blog for IBOs, especially those who want to discuss selling, our products, our brands ... and offer suggestions, ideas, advice. OZ is for IBOs to connect with CORP ... Inside Quixtar, True IBO Stories, The Real Quixtar Blog, all the blogs at OZ ... we're here to communicate WITH you, not just TO you. It's social computing.  So, let's socialize! sjw : )

# CJ said on October 19, 2007 5:43 PM:

Hey Susan,

I just recently saw on the Quixtar site that the Ribbon Vacation pkgs are being scraped due to unforseen circumstances. Is there anything that will replace them in the very near future? I hate to see these are being taken away.

CJ, I agree, it is unfortunate that the Ribbon Program will no longer include Vacation Packages, but stay tuned. Good things are coming in 2008. Be sure to see my comment under Reading List, Part 2 for more info on this. sjw

# CJ said on November 15, 2007 10:15 AM:

Susan, I had another question in regards to the IBOCS service we sell. I remember when there used to be Amvox, we could receive profit and pv on accounts sold. Is there any plan to bring the profit portion of IBOCS back to IBOs when we move retail accounts?

CJ, I will pass your question on to the Partner Stores & Services marketer. Stay tuned. Thanks, sjw

Here's the repsonse from the marketer, CJ:

We don't have plans to add retail margin to IBOCS. But, we do make the service available to customers and we would be happy to consider the options here. Thanks for the suggestion!

# הבונים החופשיים said on June 30, 2008 9:47 PM:

"More competitive comparisons other than price.

More visual comparisons for concentrated products.

More bullet points and easy, quick read info.

More distinct branding between product lines.

More cross-referencing to the web and where to find more info--easier to find this ... don't bury in footnotes."

-- I must agree, all of these will make a positive refreshing change and I'm sure that it will lead to more conversions... More visual comparisons is important IMHO...

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