Host Coaching For Higher Show Sales

As we roll into week two of my Direct Sales 101 course, I was not surprised to find that about half the class is shooting for the $5000 sales goal.

In Direct Sales, everything comes back to your sales average. Your individual order average, your show average, they both are key determinants in your success. If your average show is $300, you’ll have a harder time persuading someone to join your team that the consultant who cranks out $1000 shows. Your show results determine whether or not the guests think you’re successful. If they don’t think you’re successful, they’re not joining your team. Period.

Hosts want you to have a successful show for several reasons:

  1. It makes them look good to their friends.
  2. They get to have a fun time with their friends.
  3. They get more free stuff.

Yes, it is in that order. Whether they’ll tell you or not, hosting a party means they’re the “cool friend” for the moment. So naturally, they want their party to be outstanding. They want lots of people in attendance, because even if the party’s a flop, people will talk about how many other people will there. They want guests to spend lots of money because it means they’ll be able to brag about having a “successful” party – and everyone wants to have a successful party. When hosts feel successful, they’re having a great time – and so are their guests. Even the crabbiest of guests will stay out of the way when things are going well at a party.

Notice that “more free stuff” is at the bottom of the list. And yet, we as consultants harp on all the free goodies that our hosts receive. Playing to our sense of greed only works in certain situations, and can often turn off a potential host from booking a show. The current trend isn’t about showing off our stuff, but rather our hearts, and our generosity. This is a wave that ebbs and flows through the years. It’s a trend that if you’re not paying attention can actually do serious damage to your business.

Here are 5 tips to help coach your host to higher show sales:

  1. Check the temperature. Listen to what she’s saying about parties she’s hosted in the past. Why does she host parties? Is it for fun, for free stuff, or to look good to her friends? Make note, and be sure to express to her how having a party will accomplish her most important goal, whichever one it is.
  2. Verify the objectives. At your first session, and at each contact point along the way, reinforce in her mind your booking objectives. I recommend securing  1 booking before the show, as well as 5 outside orders, and 30-40 invited guests. You’ll need to calculate objectives based on your averages and the desired outcome of the party.
  3. Reward the results. I offer small bonus gifts for each objective my hosts accomplish before the start of the party. The more valuable the objective, the more valuable the gift. If a host brings me 3 bookings before the start of the show, her reward will be greater than someone that brings just one. A booking bonus will be more valuable than 30 invitations. Decide in your business how you will reward your hosts. After all, they are the reason you stay in business.
  4. Build up the host. Your host is the guest of honor in her own home. Treat her like a goddess. connect with her throughout the coaching process. At the show, be more than friendly. Be helpful. Ask her questions, build a friendship with her, and she will continue to refer business to you long after the party is over. Treat her like she is doing you the biggest favor in the world – because in a way she is.
  5. Learn to let go. This goes hand-in-hand with number 4. While she is your source of income, she is not the only fish in the sea. Learn to walk the line between building her up, and letting her walk all over you. Don’t give her special considerations or relent on a prize that she didn’t earn. Be firm about your objectives and hold her accountable to them. Be gracious, be grateful, but don’t be a doormat.

Learning to set the stage for success takes practice. Once you embrace the real value of your hostess, you’ll be able to see how you’re building a temporary business partnership with her. Take time to get to know them, hold them accountable, and you’ll see more success in your direct sales business.

© 2010 Lisa Robbin Young.



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Lisa Robbin Young is a certified direct sales marketing coach, teaching direct sales professionals to grow their business like a real business instead of an expensive hobby. Sign up for her free weekly ezine at

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