Trust

I've written a few posts, now, about the psychosocial contract: the unwritten agreement that's assumed between you and the client.

You won't waste their time; you'll give them your undivided attention; you'll stop them from doing something that makes them look foolish; you'll steer them away from danger. You might post pictures of them on facebook, but you'll carefully choose pictures that build them up...not tear them down.

In The Sponsorship Lever, I mentioned supporting worthy causes that would promote the community of your Box (yesterday, I shared an example that's really amazing.) 

The value of mutual trust isn't just important; it's a make-or-break. Just as there are different levels of virtuosity in a clean, so too are there layers of trust that take time and trial to create. The ultimate trust-goal of a business ("I trust you to support me, and not my competitors") takes patience to cultivate: you can't just tell your clients that you depend on them to make rent every month. Well, you can....but don't.

I'm not against selling supplements and clothing in your Box. While net revenue has been reported, in some Affiliates, to provide up to 5% of their overall income, care must be taken to choose products that BUILD trust, rather than WEAKEN trust.

Brands that build trust:

• reinforce the client's notion of health-wellness-fitness
• are supported in both scientific AND social literature (few have read studies on fish oil, but are familiar with its benefits, thanks to non-science writers in the CrossFit realm.)
• make the client look better (help performance, or just shape their butt)
• are seen being used by people they admire (and, hence, Reebok's insistence that athletes wear their gear at the Games. Funny how all the complaining stopped as soon as people tried the amazing stuff that Reebok brought to the table....)

Brand that weaken trust:

• Face scrutiny from a large percentage of the healthcare profession, or are backed by shady science
• Create social or financial commitment beyond a one-time purchase 
• Are displayed for awhile, and then replaced by another brand (if it was so great, why aren't you selling it anymore, and what's different with THIS brand?)
• Are frequently sold "on sale" - great brands don't negotiate price, because they don't have to
• Require the purchaser to sell to others.

Multi-Level Marketing (the art formerly known as Pyramid or Peer Selling) breaks two of my rules: they require regular minimum orders, and they require the purchaser to doubt the motivation of the seller (do they really believe in the benefits, or are they just adding me to their chain/leg/pyramid?) 

I prefer to believe that most sellers of MLM really do mean well, and the money they're making from your devotion is secondary to their desire to help (after all, that describes most of US, right?) If some of your members want to promote a protein product that requires a subscription....fine. But not to your members, not in your gym, not on your facebook walls. People have to know that you're providing a place that's free from sales messages and ads other than your own (minimal) efforts.

And now, a treat: a pitcher tries to sells his MLM product on Dragons' Den below. Before you watch, some background: pitchers are typically chosen for the show based on a little formula.

A - great idea, bad television (boring)

B - bad idea, bad television

C - great idea, great television

D - bad idea, great television

One of the producers shared that with a small group of us last year. For a pitch to make the show, it has to be either a 'C' or a 'D'...occasionally, an "A" will sneak in there.

In the episode below, there's a 'C' - high-performance forearm crutches (37:30)- and also a hilarious 'D' - Lyoness purchaser cards (27:53). Enjoy, and happy Monday.

Dragon's Den Canada Season Six, Episode Nine

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