You’re a new Mary Kay consultant, and you’re just learning the ropes. You’re excited, but a little scared about all the things you don’t know about your business. Your director is encouraging you to start recruiting. You want to get your feet under you first before you will feel comfortable bringing others into the business.
But your director keeps pushing you about recruiting. She suggests you’re just going to do “practice interviews” or some other innocent sounding thing. She keeps coming at you about recruiting. Why?
- Recruiting is how your director makes her money. New people mean new inventory orders, and that’s where the sales director makes the bulk of her income. Mary Kay Cosmetics encourages large initial inventory orders because that is the single largest amount most consultants will ever order. With 40,000 MK consultants quitting the company each month, a new supply of orderers is constantly required.
- Your director needs to get you to recruit before you realize what a loser business Mary Kay is. If she lets you wait to see how hard it is to sell the products, you’ll be discouraged, and you won’t want to set others up for the failure you’re experiencing. Eventually you’ll figure out that 99% of people who get involved with MLMs lose money, and if you have scruples, you won’t want to bring others in to lose their money too.
- Your director wants you to recruit before you figure out that you make more money by NOT recruiting. The best target for a potential recruit is someone who likes the Mary Kay products. If a woman is buying products from you, you have the opportunity to make a gross profit of 25% to 50% of the retail amount she buys from you (depending on how much you have to discount the products or give away free products as incentives to buy). If you recruit that customer, you suddenly make only 4% of wholesale on her product purchases. And you’ve also given yourself another competitor, which is especially bad if you have many of the same family members and friends.
- By getting you to recruit, your director has helped you feel successful, and your excitement makes you more likely to order more products and continue on in the business. Even when you are not making any money. You have a couple of recruits, and suddenly your director tells you that you’re “on target” for something, and that you only need to order $xxxx more to get to a higher commission level or qualify for a prize. You’re probably going to place that order, even if you don’t need the products because you want to keep your momentum going. Another order means more commission for the sales director.
After nearly 50 years in business, Mary Kay has perfected the bait that is needed to lure people in and get them to order more. They know exactly which kind of “contest” or cheap prize will bring in more orders. The ribbons given out at Career Conference and Seminar cost pennies, but consultants are spending hundreds or thousands of dollars on orders to get those silly ribbons.The same thing goes for the star consultant prizes and other trinkets that Mary Kay gives to orderers during special promotions. The company knows exactly which kind of positive reinforcement leads to more orders, and getting you to recruit right away is a brilliant part of the plan.