Melaleuca's products are not extravagant purchases - they are everyday needs that guests purchase by "switching stores" and shopping from a catalog. And one of the most powerful ways to present Melaleuca's product line is by highlighting products with a testimonial. "I give my personal testimonial on some of my favorites," says Caroline Crowder. "Then I'll ask three or four people who have used the products to tell us about their favorites."

Most of the objections to buying Melaleuca products can be prevented by emphasizing certain points. "I stress that the $29 enrollment fee has a money-back guarantee," says Mike, "and that if they are dissatisfied with the products for any reason, they can receive a refund. I emphasize how the products are affordable, high-quality and safe. And if the quality is really better, they should not object to trying these products risk-free and seeing for themselves."

Larry and Judy Pember are always sure to let the guests experience a couple products. "I've always used the small tube of hand creme as an example," says Larry. "I pass it around so they have an immediate sense of what the product feels like." They keep this section brief, then let guests take a closer look at the displayed products after the presentation.

Presenting the Business Opportunity

The simplest way to go through this section of the presentation is to simply read what is printed in the New Horizons. The point is to give a quick overview, avoiding long explanations. "When you look at the whole compensation plan it is a bit complex," says Mike. "So I make it real simple in the initial presentation. I read the words and numbers on the Marketing Executive page, the Director page, and I heavily emphasize the Value and Career Packs and Business Kits for customers in category 3, 4 and 5. I save any other explanation for the 48-hour follow-up."

What should you say if your guests ask, "Is this an MLM?" First, be sure not to get defensive or confrontational. "I have learned not to say 'Absolutely not,'" says Larry. "I deflect any confrontation by saying, 'I sure understand how you feel. That's something I wondered - is this another one of those? So let me attempt to explain.' Then I discuss the differences of no inventory loading, no distribution, and no collecting money for product purchases. And I explain that Melaleuca has trademarked the term Consumer Direct MarketingT because every customer goes right to the manufacturer to order products. If they decide to do this business, they'll find they are not a distributor and are not overloaded with products."

At the end of the presentation, there should not be an excess of talking, delaying or waiting. Get straight to the point: If they like what they see, they need to fill out the Customer Agreement Form. "My close," says Larry Pember, "will often be something like, 'I hope I've given you enough information to make a $29 decision. I've talked about nontoxic, safe products purchased at reasonable prices. I'd like you to take a closer look at these products, and if you like what you see, someone is prepared to assist you in doing the paperwork."

"Any sort of presentation requires a proper close," says Mike Crowder. "Everybody needs to become comfortable with their close. I always use this one: 'Okay, I've gone through the Preferred Customer program,' and then I briefly go over it again. 'Did I cover the money back guarantee?' Regardless of whether they say yes or no, I say, 'The guarantee makes sense. Your $29 membership is refundable for 120 days. You have a 60-day refund policy on any product. Does that make sense? Seeing how that makes sense, can you see yourself trying some of these products? And if you do like them, can you see yourself maybe making some money with us?'

"Then I immediately zip the lips, and don't explain any further. Some people will get a yes, then go on talking and bring up points that will make the guest change his mind. I just ask, 'How do you want your name to read on your first bonus check?' and fill out the form."

Throughout the presentation, Mike is able to gauge who will respond positively and who will not. He splits the group quickly and gets the people who are interested and excited to get up, look at products in the other room, or talk to someone who can answer their questions. "Then those who are anxious to hit the door can slip out at that point, without bringing down the night's excitement."

That very night, the paperwork should be called in to Melaleuca. "I always call in, fax in and mail in the form," says Larry. "I'll call in that night with the customer beside me, and if we have an order for a Value Pack we'll place it then. Later I'll fax in the form with the customer's exact placement in my organization, and also mail it in." Then he'll give the customer a Business Kit he has on hand and plan the 48-hour follow-up session. The new customer will find that the video, audio tape and other information in the Business Kit will answer many questions and keep up the excitement through those 48 hours, reinforcing the decision to enroll.

What does it take for a powerful presentation? Just a few key elements: Create an environment that's comfortable, business-like and positive to start your presentations on a successful note. Then, follow the New Horizons presentation to explain the products and the business opportunity. You'll give prospective customers just enough knowledge to get rid of their objections and get them excited to sign up. Finally, wrap up your presentation with a strong close that directly asks for the enrollment. Call in the enrollment and order, if possible, that very night. After just over 30 minutes of your time, you'll end up with more customers - better customers - and you'll grow your business faster than ever before!

Editor's Note: This is the third article in a seven-part series featuring the seven critical business-building activities.