3 Effective Ways to Market Your Business

3 Effective Ways to Market Your Business

Imagine if you were planning a major celebration, such as a wedding. You’ve spent days and weeks planning the perfect theme, venue, food, music, etc. As amazing as this party could be, it simply wouldn’t happen if you didn’t send out invitations. Without invitations, no one beyond your close circle of family and friends would even know about the event. This same rule applies to your business. Marketing your business is mandatory for bringing in customers, but you should also think of it as an ongoing process instead of something you do once in awhile when sales are starting to lag. Here are three effective ways you can market your business and bring in customers.

Tap your customers’ passions. It’s no secret that successful entrepreneurs know how to educate their customers on what they need as well as how the product works. However, people aren’t usually as interested in what they need as they are in what they really want. Find out what your customer is passionate about, what motivates that person on a daily basis, what he/she really enjoys doing, etc. Your marketing materials are much more likely to bring in customers if you appeal to a customer’s lifestyle/culture rather than the product itself. For instance, if you are selling all-natural cleaning products, an advertisement stating that customers will get “10% off if you stop by all this week” will likely get overlooked. On the other hand, if your message says, “We’ll provide you with all your green cleaning needs because your family’s well-being is our #1 priority,” you’ve now tapped into your customer’s desire to eliminate harsh chemicals from the home. People respond better to messages they care about than they do to sales talk.
Get involved in your community. Being a part of your community offers wonderful opportunities for networking, service-sharing, customer service, and marketing. Even better than that though, is demonstrating your commitment to give back. By participating in community events and hosting your own events, you will be more recognizable to others, and they will be more able to relate to you because like them, you are interested in the community’s well-being. For example, a local contractor builds the central display for the town’s annual festival for free, makes himself available for free estimates for neighborhood residents, and is regularly seen his children’s baseball games and school fundraising events. Because he is a visible part of the community who frequents the same local spots as his customers, they are more likely to remember who he is and trust him to do the job well.
Make customers feel special. Word of mouth is a powerful thing, and customers are happy and excited to recommend you to others after they’ve had a memorable, positive experience patronizing your business. We live in tough economic times where getting the lowest price has become a top priority for most people, and lots of businesses that can offer competitive pricing don’t have time for superior customer service. Find ways to personalize your products and services, such as including a handwritten thank you note with your customer’s order. Being kind and attentive to customers is an effective and low-cost way to market your business.

How have you been able to use our suggestions? What are some other ways to market your business that have worked for you in the past? Please share your comments below!

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How to Run a Great Contest on Facebook

How to Run a Great Contest on Facebook

Running a contest on Facebook is a great idea because it not only engages your community, but it gives you something new to talk about. Both of these things attract new people to “like” your page and can help bring in new customers and prospects. However, if not done properly or effectively, a contest can backfire and turn people away from your page or worse; you could lose your page altogether if you don’t abide by Facebook’s terms of serie. Use the following tips to help you run a successful Facebook contest.

Decide on an outcome. If you have an objective or ultimate goal for your contest, then you will be more equipped to create one that is successful. For example, your goal may be to build up your mailing list or referrals, to introduce your product line, or to compile customer testimonials to use in future advertising. Keep your goal in mind when working out the details for how the contest will operate. This will help you keep it straightforward, user-friendly, and easily shareable.
Carefully choose your contest type. There are a myriad of ways to run a contest including photo or video contests, essay contests, trivia, or sweepstakes. Once you’ve decided on your desired outcome, make sure the type of contest and the motivating prize you choose will help you achieve your goal. Consider your target market and what they will be willing to do. For example, let’s say your target market consists mostly of career-minded professionals in the corporate sector. If you design your contest in such a way that there is too much work involved to enter, like one that requires a 5-minute viral video, you will be very disappointed with the small number of entries you get, if any. Ask yourself what your target market will be willing to do for the chosen prize. In the example above, if the chosen prize is a one-time voucher for 10% off the next purchase, chances are slim that your potential customers will put much time in for a glorified coupon. A better choice would be a free gift basket of their choice of up to 5 products or one year of unlimited free shipping. Get creative and think about the kind of contest that you would want to enter.
Use a third party app. Because of Facebook’s Promotional Guidelines, which prohibit the use of any Facebook features (comments, likes) as requirements to enter, third party apps are a requirement for running a contest. Unfortunately, these apps are not always free to use, but there are some inexpensive ones such as Wildfire or Google Docs that make running your contest easy to do. Tip: If you have a blog, consider accepting entries via comments on the blog using a service like Rafflecopter. Don’t risk losing your Facebook page because you weren’t willing to pay for a 3^rd party app.
Don’t run the contest for too long. A contest that runs for a more than a few days to a week will most likely lose its steam long before the end date. Keeping in mind what people have to do to enter, choose a time frame that is reasonable enough for any necessary preparation, but tight enough to maintain interest.
Promote! The best way to promote your contest is to ask people to share it. Ask in person, post about it every day on your Facebook page, and/or add a widget on your blog such as a countdown ticker. Encourage others to click the “share” button to help you get the word out, and explore the use of Facebook ads to attract new people in your target market, as well as engaging your existing community. The more you ask people to share your contest, the better turnout you will have.

What experiences or ideas have you had for running a successful contest on Facebook? Please share your tips in the comments section below!

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Executive Spotlight: Heather Chastain, the President of Celebrating HOME

Executive Spotlight: Heather Chastain, the President of Celebrating HOME

From the DSEF: We’re excited to continue our blog series featuring top executives in DSEF-supporter direct selling companies today! Every few weeks we’ll introduce you to another top executive, and they’ll share their thoughts on Direct Sales, Ethics, Social Good, and why they support the DSEF.

Today we’re thrilled to continue this series with Heather Chastain, the President of Celebrating HOME. We’re thrilled to have Heather share her thoughts with you today. Enjoy!

Executive Spotlight: Heather Chastain, Celebrating HOME

Heather Chastain

What is the name of your company, and how did you become involved with the company?

The name of my company is Celebrating HOME. Celebrating HOME was formed 4 years ago through the combination of Home & Garden Party and Home Interiors. I served as President of both Home Interiors and Home & Garden Party and the opportunity to combine the best of both and relaunch under a new brand was extraordinary.

What did you do before you got involved with the company?

I have been involved in direct selling for the past 17 years serving at BeautiControl (a subsidiary of Tupperware) before moving to Home Interiors in 2006. My background includes experience in several disciplines including manufacturing, operations as well as marketing and field sales management.

What do you love about your company?

I love that Celebrating HOME believes in supporting the total person. We recognize that men and women are many things – they are parents, friends, neighbors, members of their community as well as direct selling professionals. We are committed to helping people become stronger individuals – regardless of their background, education or income level.

What makes your salesforce amazing?

Our salesforce is truly remarkable. Their resilience during such massive change has been very impressive to see. They have passion for what they do and, most importantly, a heart for everyone. They are real people, many from humble backgrounds and they are living first-hand the transformative impact that this industry can have on an individual life.

Ethics is an integral part of DSA membership. How do you ensure your company maintains the highest level of ethics?

Our company has a strong foundation in Christian values and we promote honesty and integrity in all that we do. This makes it fairly easy for us to ensure that all our representatives keep a standard that DSA can be proud of. Of course, we talk a lot about it, too. We make sure that we remind all our leaders at every opportunity that this adherence to a high ethical standard is what sets us apart from so many other organizations out there. We link to the DSA code on our website and make sure that our field promotes that to their prospects as well as customers.

Social good is another essential element of direct sales. What kind of social good campaigns does your company participate in or run?

Our company launched the Celebrating Hope foundation last year. This was a way to focus our long history of giving under a common umbrella. While our field has raised significant money for charities like Habitat for Humanity, American Cancer Society, Make A Wish, Wounded Warrior and Living Water Foundation over the years, they are all linked by the common element of helping bring families together.

Your company has been a Direct Selling Education Foundation supporter. Why do you think the DSEF is important?

The DSEF is a critical element for DSA member organizations. They are on the front lines, building trust in the marketplace and enhancing the industry’s reputation for all of us. The real question is why would a DSA member company NOT support the work that the DSEF does? They are committed to educating government officials, consumers and prospects alike about all the good things that Direct Selling brings to so many people across the nation.

Thank you, Heather, for sharing your thoughts with us. We are grateful for the support of companies like Celebrating HOME, that help us to spread the message of ethics, entrepreneurship and integrity around the world. We appreciate you!

Free e-book “Business Owner’s Road Map to Success.” It has over 50 pages of techniques for everything a small business owner needs to master, from business planning and ethical selling to a success mindset. It’s all there and it’s free for you. To get it, just “Like” our Facebook Page here: http://on.fb.me/KsIN6P Pass it on!

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Creating Buzz For Your Business

Creating Buzz For Your Business

When starting a business, it is important to focus on the providing a quality product, and consider how best to deliver it to your customers. However, none of that will matter if no one knows about your product. You must get people talking about your business, sharing information about it on the internet, and recommending it to others. This creates a buzz that will bring customers to your door.

Highlight personal success stories as well as hardships. When discussing your business with others, it pays to set yourself apart from others by sharing how you got to where you are. What led you to the decision to run your business? What obstacles have you faced and overcome along the way? How have you achieved your goals thus far? What makes you passionate about this business? Answering these types of questions will show others that because your business is a personal victory, that you are dedicated to providing customers with nothing but positive shopping experiences.
Reach out to those who have inspired you. There are no doubt a number of people who have influenced your decision to start a business. These might be former teachers/professors, family members, friends, fellow business owners, etc. Don’t be afraid to contact them to share your accomplishments, thanking them for being positively influential in your life, and offering them V.I.P. customer status for inspiring you to achieve your dreams. You never know where it might lead. For example, a former dancer has started her own studio and reaches out to her childhood dance instructor to tell her the good news. Not only does the instructor offer her valuable professional advice, but she offers her services as a master class guest teacher to bring in new clientele. Those who have taught you well can likely continue passing on their wisdom and experiences.
Blog about your business. Blogging not only allows you to share information about your business, but it affords you the opportunity to interact with current and potential customers. Regularly participate in the conversation that occurs in your blog’s comments section, and do the same for others’ blogs. Tip: Add video. A humorous and unique video either on your blog or business’s website can create immediate buzz by drawing the attention of a larger population. If you really execute this well, your video has the potential to go viral; the exposure provided by a viral video can be a turning point for a startup business from which it grows to the next level.
Make a major announcement. Sometimes, business owners are successful at creating an initial buzz, but sustaining that attention is difficult. One way to keep your business at the forefront of the people’s interest is to make a major announcement, like a new product, contest or promotion, equipment upgrade, improved facilities, or competitive price cut. Create anticipation of your announcement by referring to it in marketing materials with an emphasis on the upcoming date. When you do make such an announcement, it should be done in such a way that no one is likely to miss it. For example, a local bakery announces that it will be creating an audition reel for a major reality competition show for chefs and wants to include its customers on the tape. The bakery’s owner sends out electronic and paper mailings as well as posts a large banner on its storefront offering a free cupcake to any customer who shows up to appear in the audition reel. The bakery becomes a full house on the day of shooting, and aside from drawing in so many customers, the owner walks away with plenty of quality footage to submit to the network.

Creating buzz for your business is an effective technique to attract new customers and maintain current ones. How do you create buzz? Please share your ideas below!

To get your free copy of the eBook, click here: 15 Days to Greater Success. You can download it from our Facebook Page. And while you’re there, you can download our other free eBooks too: Business Owner’s Road Map to Success, Creating Your Success Mindset, and Reflections on Success. They’re all designed to give you an edge in your business, and help you focus on the daily practices that lead to your goals.

Please share this link with the business owners you know: http://on.fb.me/VHcVB3

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Customer Service Checklist

Customer Service Checklist

As a small business owner, providing excellent customer service should be one of your cornerstones. The personal touch you provide is one of the main reasons why people will choose you over larger stores and corporations. The list below provides tips for providing an outstanding customer service experience every time. How well does your business measure up?

Focus on the positive. Having an optimistic point of view can go a long way. Your sunny disposition will rub off on customers. You of course want to be genuine, but make the effort to put a positive spin on any situation. For example, a customer may say that she just doesn’t know where to start in improving her look with makeup. The salesperson replies, “Why don’t we start by working on those dark circles under your eyes?” This could make the customer feel self-conscious, and she leaves hurt, angry, and in search of a different business. The salesperson should have taken a positive approach by saying something like, “Let’s start by finding some color to bring out those gorgeous brown eyes of yours!” Always focus on the positive to make your customers feel special and appreciated.
Be helpful in your initial engagement. Those first impressions you make on customers are lasting ones, so focus on being a helpful ally in their quest to find what they are looking for. One way to do this is by asking questions about them to give you some insight about how to tailor your services to their needs. Get a sense of where they are in their lives (job, spouse, children, friends) and what interests them (special skills, hobbies). For example, someone selling clothes learns that a customer has just become an empty-nester and is about to travel around the country with her spouse for the first time in two decades. Knowing this will help the salesperson select products that would be of most use to this particular customer, and the personal attention provided will keep the customer coming back again and again.
Hold their hands through the process. If there are any specials steps to buying from you, such as ordering, delivery, or paperwork, take the extra step of filling out the paperwork for the customer and explaining the process clearly. If a customer needs to go online to find a particular item, do it for them. Eliminate any stress the customer might experience from having to take an additional step, and take care of it for them. This is excellent customer service that will keep them coming back to you and your business.
Follow up quickly. After a customer shops with you, personal follow up can really set you and your business apart. Make sure you get contact information from each customer, and ask how they prefer to be contacted. Make sure items were delivered, that the order is complete and accurate, and that the customer is satisfied. Quick follow-ups show customers your desire to please, and lets them know that their business is important to you.
Ask for feedback. Don’t be afraid to ask your customers for feedback. Ask the customer what they thought of the shopping experience, and what would make the experience even better next time. Most people won’t initiate feedback, so it’s your job to seek it out and use what you hear to improve. It takes a thick skin to do this sometimes, but it’s a highly effective way to improve and grow your business.

Customer service requires a genuine desire to help others, which will help you stand out from your competitors.

Is there anything that should be added to our list? Please share your ideas below!

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Creating Useful Content Marketing

Creating Useful Content Marketing

Building an audience that is interested in your business and all it has to offer is the main objective of content marketing. Today’s technology makes it easier than ever before to distribute such relevant content to your target market. By taking advantage of these resources, you can create and share useful content to acquire an interested following, and watch your business grow.

Provide solutions to problems. Consider problems that your target market encounters that your products/services can solve. Share these solutions online.
Re-package your present content. Just because you want to broaden your audience base doesn’t mean you have to reinvent the wheel. You most likely already have content that is worth sharing, so consider re-packaging it into a different medium, such as an e-book. With the presence of smartphones and e-readers, e-books are very appealing to the general public. The same goes for podcasts. The great thing about podcasts is that they are free; another bonus is their accessibility from a variety of devices. A little market research and an inventory of the types of technology you are interested in will help you choose the best format for your content.
Update current content. Thinking more about your current content, it is definitely worth periodic review. Some of it may only need to be tweaked, but you might find that an update or re-write is in order. For example, when reviewing your blog archives, you come across a post about interacting with customers during a product demonstration. If this post was written prior to 2007-2008, it would be a good idea to update it to include new ideas about interacting through smartphone apps. You should also review your content for new information backed by current scientific research, recent user reviews, innovative product concepts, etc. If it is relevant to your business, it’s probably relevant to your audience as well.
Change your medium. Sometimes it isn’t necessary to alter your content, just the way it is presented. For example, if your blog hits have been steadily on the rise for three years, but have experienced a plateau in recent months, experiment with changing the format. Posts made up solely of text might benefit from an occasional video, for example. Try out different media to decide which ones work best for your needs and attract your audience.

Successful content marketing contains quality in both the message and its delivery. Be sure that what you are creating is valuable to your audience and easily shareable.

How do you create and share useful content? Please add a comment below!

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Effective Sales Pitches

Effective Sales Pitches

The sales pitch: if done well, it’s one of the most effective ways to show a potential customer that he or she should definitely purchase your product. Salespeople have their own style and flair that they add to their pitches, and you should aim to incorporate your own personality and passion into yours. However, there are some general guidelines that, if followed, will increase the success of your sales pitch.

Build a relationship. Good business is all about relationships. People want to feel that they are doing business with someone who is knowledgeable, reliable, and likeable. Be sure to demonstrate that you care about their satisfaction, not just about their money or making the sale. One way to do this is to initiate conversations in which you show a genuine interest in their lives. Open with questions that allow the customer to talk about his or her family, hobbies, and other interests.
Get personal. Customers want to see who you are as a person, mostly because they want to know that you are more than a salesperson; if they can relate to you, they are more likely to form a positive impression of you. For example, one direct seller of educational books talks about her decision to change her career path during her sales pitch. In it, she shares how important it was for her to stay home with her children and be a role model to them as a strong, responsible woman. Her target market is made up of women who hold the same beliefs, so they can relate to her story and often take an immediate liking to her.
Know your audience. Using the example above, that story would not work if the consultant’s target market were made up of mostly young, career-minded single men and women. That demographic, although able to appreciate her story, would not likely see themselves in her. Make sure you know who your audience is and what would appeal to them. Remember, your interest in your customers should be a genuine one, so doing your research is essential to conveying your sincerity.
Focus on one point. A sales pitch should incorporate certain details, but make sure the focus is on one particular point (perhaps the solution your product is for problem the customer has). This point should be very clear, and everything else in the sales pitch should all be tied back to that main point. For instance, that educational books consultant focuses on her company’s commitment to providing research-backed products recommended by a variety of education experts. She mentions that this guarantee gives her peace of mind that her children will always be exposed to age-appropriate and stimulating materials. Each detail of her sales pitch is related to that point. By the end of the pitch, there should be no question as to what your main point is.

Crafting an effective sales pitch requires time, research, practice, and self-reflection. However, keep in mind these guidelines for a pitch that will increase your sales. What do you think makes an effective sales pitch? Please share your ideas below!

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DSEF & CBBB: Get More Money Now

DSEF & CBBB: Get More Money Now

This is the name of a pamphlet published by the BBB some years ago in partnership with the FINRA Investor Education Foundation. It is still helpful today. Who couldn’t use more money, right?

The sad truth is that many of us were not well-educated about how to use money…if we were educated at all. I remember a class in high school called Consumer Economics. All I learned from it was how to properly make out a check! And maybe balance a checkbook.

But how do you save for goals? Handle medical expenses? Improve your home? Pay all your bills? Take care of your student loans? Take care of your pets’ medical expenses? If you’re like me, you’ve already thought about finding a cheaper place to live or brown bagging lunch more often.

Here are some additional tips from the FINRA/BBB publication:

Lighten your load. Pay priority household expenses first, in full.
Take care of bills right away. This will help you avoid fees and penalties and it will improve your credit.
Get rid of high-cost debts. Don’t just pay the minimum balance—pay as much as you can and avoid extra purchases, until the debt is gone.
Don’t max out your credit cards. This hurts your credit rating, and increases interest rates.
Pay the monthly bill for your goal. Decide how much you can afford to spend on your goal. Then put that money aside each month, just like you would for the rent or house payment.
Remember your goal before you spend. Ask yourself: once I get this thing home, will it make me happy? Do I need it or want it? Will it get me closer to my goal? Once you handle basic expenses, try to spend on things that will help you achieve your goal.

And remember, you can keep more of your money by paying attention to the real costs of services. You’ll be singing all the way to the bank if you can avoid:

Bounced check fees.
Payday loans.
Check cashing and wire transfer service fees.
Tax refund anticipation loans.

For more tips and resources, check out www.finrafoundation.org and www.bbbmoneyhnow.org.

DSEF and Council on Better Business Bureaus (CBBB) fosters honest and responsive relationships between businesses and consumers—instilling consumer confidence and advancing a trustworthy marketplace for all.

About the Better Business Bureaus
As the leader in advancing marketplace trust, Better Business Bureau is an unbiased non-profit organization that sets and upholds high standards for fair and honest business behavior. Every year, more than 87 million consumers rely on BBB Business Reviews® and BBB Wise Giving Reports® to help them find trustworthy businesses and charities across North America. Visitwww.bbb.org/us for more information.

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How to Reach Your Sales Goals

How to Reach Your Sales Goals

You can make your sales goals whatever it needs to be. If it needs to be a full-time income or if it just needs to be monthly gas money or disposable income, then it can be that as well. Whatever your reasons, you’ll need specific goals in place. Here are some suggestions that will help you achieve our objectives.

Know what makes your customers happy. Your customers’ satisfaction may come in the form of product, excellent service, convenience, a personalized shopping experience, or any combination of those things. Part of your job is to find out what you can do to make your customers happy. For example, one of your customers is placing a rather large order at a home party. You give her the subtotal, which she had already calculated in her head. However, when she hears the grand total that includes tax and shipping, she is unpleasantly surprised by the steep price of shipping, and starts to hesitate about wanting to place such a big order. You can help make her happy in any number of ways. Perhaps offer discounted or free shipping if she gives you three referrals or books her own party; another idea would be to send her home with a free gift to thank her for her business. Don’t let a customer walk away because you weren’t willing to find out how to make the person happy.
Identify customers you can make happy. A harsh reality is that not everyone is able to be satisfied by services that you can provide. Don’t waste your money or time trying to reach clients who do not have a need for your product. Focus instead on your target market; what types of people would benefit the most from your product or service? Identify them by age, marital status, lifestyle choice, personal interests, etc. For example, if your company specializes in educational books and toys, your target demographic consists of parents and/or educators of young children. For the most part, adults without children don’t have a use for your product line. Sure, there will be the occasional non-parent who wants a gift for a nephew or friend’s child, but that is not where the bulk of your sales will originate. Your business will benefit from knowing whose needs can be satisfied.
Know that each client has a unique problem to solve. You’ve already heard that a key component of direct selling success is to market your product as a solution to a problem. You should also be aware that different customers will have different problems. Your customer who works full-time and often travels on business may be looking for quick and healthy meal solutions that she can take on the go. This problem, albeit similar, would require a different solution for the stay-at-home mother of three whose demand for quick and healthy meal solutions also includes something she can make a lot of for her large family and have enough for leftovers. The more you can find out about a client, the better able you will be to personalize your services.

When setting your sales goals, keep in mind the basics of how to make a sale, but as you grow your business to meet your needs, focus on what you can do to find the best return on your efforts. What do you think should be added to this list? Please share your ideas below!

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Executive Spotlight: David and Bianca Lisonbee, 4Life Research

Today we’re thrilled to continue this series with David Lisonbee, 4Life Research Founder & CEO, and Bianca Lisonbee, Co-Founder & Chairwoman of Foundation 4Life. 4Life Research has been a big supporter of the DSEF for many years, and we’re thrilled to have the Lisonbees share their thoughts with you today. Enjoy!

Executive Spotlight: David and Bianca Lisonbee, 4Life Research

David and Bianca Lisonbee

What is the name of your company, and how did you become involved with this company?

We launched 4Life Research in 1998. Looking back, it’s more apparent to us now than ever that “Research” in our company name was no mistake. With a background in direct selling and health and wellness, we knew that in order to succeed, 4Life distributors would rely on our corporate commitment to scientific integrity. At the end of the day, product efficacy and differentiation play important roles in distributor success.

With this in mind, we have a Health Science Advisory Board comprised of doctors, researchers, academicians and scientists who inform our Research and Development Department led by 4Life Chief Scientific Officer Calvin McCausland, Ph.D.

Since 1998, 4Life has been granted nine worldwide patents (six from the USPTO) and more than 500 product registrations.

With a mature sales force, charismatic product line, global charitable organization (Foundation 4Life) and an opportunity that has produced significant growth every year since our inception, we feel we’re uniquely positioned as a global leader in the marketplace.

What do you love about your company?

Our distributors. Our employees. Our partnerships. The people. In fact, our corporate slogan is Together, Building People. Science is an integral part of our opportunity but it isn’t science for science’s sake. We commit ourselves to one-of-a-kind products in order to engage entrepreneurs with an opportunity to succeed. And in this industry, none of us go it alone. It’s a great honor to share and build successful lifestyles with people, and we’re blessed by the opportunity to build these lifelong partnerships with people here in our home state of Utah and in countries on the other side of the world. No matter where we go, we encounter people who dedicate themselves to our mission of improving lives in the areas of science, success, and service.

What makes your salesforce amazing?

Our network of global distributors spans 5 continents with corporate offices in 22 countries. As such, we enjoy a salesforce of great diversity. But wherever we go and whomever we build business with around the world, there seem to be numerous core values that we all share. Faith, for example. Our 4Life family encompasses great diversity. We break bread with people of all religious backgrounds. But no matter the religious backgrounds from which we each arrive, the distributors of 4Life tend to believe, not only in the importance of belief but also in the importance of respecting the beliefs of others. Then there’s the singularity of vision that we see in the actions of our leaders. 4Life distributors are committed to improving their own lives, as well the lives of others and because of this, they tend to be active and contributing members of their communities.

Ethics is an integral part of DSA membership. How do you ensure your company maintains the highest level of ethics?

We train and promote the importance of ethical leadership. This year, 4Life was recognized with the Code of Ethics in Action distinction at the DSA Annual Meeting in Grapevine, TX. The Direct Selling Association created this symbol of consumer protection to select companies who go above and beyond the standard of commitment to communicating the importance of our industry’s Code of Ethics. We’re honored by this acknowledgement because it recognizes our commitment to the highest level of ethics in all areas of business.

Social good is another essential element of direct sales. What kind of social good campaigns does your company participate in or run?

We launched Foundation 4Life® in 2006 to build people, families, and communities wherever 4Life® conducts business, with a particular focus on the children of the world.

Today, we conduct work in more than 20 countries. Our projects are driven by the field so we always have people on the ground in communities where we work. This is important because we’re more interested in developing philanthropic partnerships than we are in one-off donations.

One example of our Foundation’s strategic initiative: We’re in the process of identifying specific communities around the world with 200-300 children each to develop a 5-6 year relationship. During that time, we’ll implement a sustainability program in conjunction with Feed The Children to focus on four primary areas: food and nutrition, health and education, water and sanitation, and skills for income development.

Your company is a Direct Selling Education Foundation supporter. Why do you think DSEF is important?

Support of the Direct Selling Education Foundation isn’t merely important – it’s essential. The primary function of the Direct Selling Association is to lobby and defend our industry’s market position.

The DSEF focuses on building public trust and understanding through partnerships, education drives, media initiatives and that kind of high level brand campaigning so important to the general perception of what our businesses are all about.

The DSEF works for each of us to preserve and improve a market climate of trust, which helps direct sellers prosper and thrive. Perhaps we should end by pointing out that DSA Membership does not include support of the DSEF’s work. 4Life’s support of the DSEF is an important responsibility.

Thank you, David and Bianca Lisonbee, for sharing your inspiring story with us. We are grateful for the support of companies like 4Life Research, that help us to spread the message of ethics, entrepreneurship and integrity around the world. We appreciate you!

From the DSEF: Free e-book “Business Owner’s Road Map to Success.” It has over 50 pages of techniques for everything a small business owner needs to master, from business planning and ethical selling to a success mindset. It’s all there and it’s free for you. To get it, just “Like” our Facebook Page here: http://on.fb.me/KsIN6P Pass it on!