Retention is just as important as recruiting. Retention is keeping your recruited representatives active in the business as long as possible.
The impact of retention is huge. Do you know the average rate of retention of direct selling companies?
According to the Direct Selling Association, the average direct selling company retains only 20% of those enrolled one year earlier.
This means if your business enrolls 1000 representatives in January, one year later only 200 will still be active (if your retention rate is average).
A retention rate of 40% is great, while a retention rate of 50% or more is outstanding!
Here are some steps you can take to improve your rate of retention:
- Retention begins as early as the day the representative receives his or her starter kit. Ensure that the kit provides a great first impression.
- Within 24 to 48 hours of the receipt of the starter kit, follow-up by telephone with each new representative to offer support and to answer any questions. Demonstrate that your company truly cares about each and every representative.
- Design your income opportunity so that it is as easy, fun, and lucrative as possible. When an activity is easy and fun, people stick with it longer.
- Not every sponsoring representative is a good trainer. Do your part to fill in the gaps. Offer company-provided training in multiple methods (including in-person training, telephone training, web training, and text-based training materials).
- Listen to your sales force. They’ll tell you where they need help. When you listen, your sales representatives will feel that you value their input.
- Set weekly, monthly, quarterly, and yearly goals. Most salespeople are very goal-oriented. Goals give people focus. Give your people focus!
- Monetary rewards are great, but verbal and written recognition of achievements is just as important. While you sell products and/or services, view yourself as being in the recognition business. When you do this, your retention rate will improve appreciably.
- The company’s attitude is contagious, so have a positive attitude. Also, show your enthusiasm and excitement. People like to be around others who are enthusiastic.
- Get out on the road! You can’t lead a national or global sales force if you’re always in the office. When company leaders travel to visit with the sales force, many good things come as a result, one of which is a higher rate of retention!
- Make communication with your sales force a top priority! Be consistent in your ongoing communication with your sales representatives. Become the support system that can be counted on, day in and day out.
- When you do your part to improve retention, you’ll have happier independent representatives. Happy independent representatives are more productive. When they’re more productive, they’ll stay active longer.
- Always follow the golden rules of customer retention.
Are you concerned about your rate of retention?
For an assessment of your business to help improve your retention rate, contact Sylvina Consulting at 503.244.8787.