Join us for a look into how Brittany Witcher used our Motives product of the month feature to help her increase her sales and grow her business. How do you plan on leveraging the Motives POM to generate buzz with your clients?
How are you leveraging the Motives monthly product features?
In short, I leverage the monthly product features at our local area’s monthly Motives Overviews.
At the end of last year, I went to a few of the leaders in my area and told them that I wanted to head up the Motives Overviews. I live in the Lehigh Valley, Pennsylvania, and while we are blessed with quite a few trainers and beauty advisors, the attendance at Motives Overviews were dwindling. In addition, there are a lot of people who support our local UBP that are not financially connected to me but don’t know the basics on how to run a small event in their home or have a successful one on one consultation.
At the same time, I have quite a few customers that desire to learn more about makeup. But they aren’t on social media and not available to host an event all the time. For myself, I could do a one on one consultation for each of them, but because I also work and balance other priorities in my life, I needed to work smarter.
So I threw an idea out to my customers last year and asked them: “What do you think of a monthly ‘makeup club’ where I lay out the makeup for you and teach you one or two new things each month? Would you come?”. They all said yes.
Where we host:
I partnered with Maleeva Lengel and Joanie Gerter, who owns Meera Salon and Day Spa and is also a partner. I asked if they’d be willing to help me host this event each month and commit to inviting at least one new guest to the event. That’s how it started. We’ve had 3 successful months of Motives Overviews and Beauty Clubs and each one has been a complete blast!
With the Beauty Club portion, I just add pics from Leigh’s posts in the Motives Cosmetics Pro-Partners Facebook group to our slides and create informational guides. I spend one day a week beforehand learning about the products and buying it ahead of time. From there, I just copy and paste most of the info about the product on a small flyer or handout for the guests. I use all of our resources. So with the Thrill Me Campaign this month I really studied our Instagram page. I coppied an easy tutorial for the guests to follow on to a slide for our PowerPoint and displayed it for the guests.
Then I lay out the makeup and let them play.
At the end, I connect individually with each customer and ask them what they liked best. I book a follow up with them to either the next event or a phone call or to meet one on one. And that’s it. It’s really as simple as that.
How often are you hosting Motives Professional Overviews?
We agreed to host it once a month at the same location (Meera Salon) so everyone knows where to go.
We structure our event this way:
From 7-8pm is the Overview and a quick explanation of who we are and more info about the beauty industry.
From 8-9pm is “Beauty Club”. We go over the skincare and makeup products of the month. And like “It’s Your Time to Shine” style. I lay out the makeup, brushes, and items, give them a quick tutorial and let them play.
What tips do you have on starting a Motives Professional Overview/Beauty Club?
My first tip is don’t be afraid of cross pollinating. Work with other distributors in your area (if you have any) even if they’re not beauty advisors. The biggest reason for this is because the energy and excitement from a full room is really what closes sales for my customers and helps move them from customers to the next level. While working one on one with them is wonderful and intimate, the Overview is one of the few events (like the UBP) where your customers can really talk to and meet people where this business has truly made an impact on other people.
Second, INVITE EVERYONE! This is a way that you can give back to your community and your community can give back to you. At our Overviews, we invite EVERYONE! Men, women, beauty professionals, health professionals, every day people, kids, you name it. The Lehigh Valley is a small place and everyone knows each other (or we eventually do) having a central location to come to to network and connect on a common ground despite skill level (ie: I have beauty professionals teaching teens how to apply eyeliner) is just so much fun!
Third, do it at night if you can. If you’re adding beauty club to your Overviews, try to do it at night. This way, if they love their makeup, they have a reason to go out and wear it out. If not, it’s nbd! It’s just practice and they’re at a location where they can wipe it off, wash their face (with LDV products) and go right to bed. Win-win.
Last tip, never end the overview without booking a follow up time with everyone. This is key. I don’t really leverage the overview so much to sell the product of the month as much as I use it to collect “wish lists”, see what excites my guests the most (hosting/attending another event, buying product, or partnering), and getting to see them once again.
How has this helped you grow your business?
My customer base has not only grown immensely but they have become much more loyal. My customers seriously look forward to learning something new without the pressure of feeling like they need to dress or be a certain way.
At the same time, I’ve consistently held a Motives event in another guests’ home each month just because they wanted to leverage the Party with Me $100 for free that they learned about from the Overviews. These events have consistently had 5-8 guests and do more than $100-$200 in sales naturally. I have also gained two new Motives Teen Apprentices and their parents are now attending the local UBP this week to learn more about our business side of things.
At the same time, the ABC pattern just works very naturally with the Motives Overview/Beauty Club in place. All I say to my guests is the same thing I tell the local distributors in the area: feel free to bring an extra guest to the overview. If they do, they’ll receive a free gift (like a packet of Women’s Health or a free makeover, etc).
Hosting this event each month has been such a success for everyone in our area. Not just me. Joanie’s workers in her salon are buying more product than ever. Maleeva lives about an hour away from us, she has a place to plug her customers to keep them buying regularly. Also, the trust and respect in this area
I have to say, Motives Overviews are a must. And it works best if you collaborate with everyone. N