CHAPTER 8

Coach the Most from Your Host

YOU AND YOUR HOST FORM a fantastic partnership. You win if she wins! She wins if you win!

So don’t sit back and relax once you have the booking. The more excited, confident, and organized you are, the more excited, confident, and organized your host will be.

Create a separate folder for each party to keep everything together from the time the booking is confirmed until you have completed your follow-up calls. A simple checklist on the front of the folder will make it easy to check that each step is completed.

Prepare your party bags in bulk so you have at least ten ready to go. Take four to every party, and carry two with you, so you’re ready to seize a booking opportunity anywhere, anytime. Include in your bag:

A host rewards brochure

A current host incentive brochure

A “shopping spree” wish list

Product catalogs

Order forms

A guest list that includes spaces for twenty-five guest names and contact details, the date it must be returned to you, and your contact details

A business opportunity brochure (unless you prefer to send it later, as I recommend)

A collection envelope showing your full contact details.

A “Host Challenge” card (see Figure 1 on page 163 in Chapter 15, “It Pays to Play”)

Twenty-five invitation postcards

Carry a supply of blank thank-you cards with you. When you get a booking, write a note thanking your new host and confirming the date of her party, and drop it into her party bag.

Coaching Step-by-Step

Each of your hosts will be different. How you coach each one will depend on your relationship, her confidence, and her experience in hosting parties. You will also have to take into account the amount of time you have to coach your host between the booking and the party.

The three keys to a great party are:

1. Guests!

2. Guests!

3. Guests!

Ten guests is a good target, but why stop there? If your brilliant coaching results in an average of one extra guest for each party, your business will increase by 10 percent. Imagine if the extra guest became your next superstar.

The main reason hosts fail to deliver enough guests is poor host coaching, so plan to make five coaching calls if possible. The first call will take around fifteen to twenty minutes, and the others will take no more than five to ten minutes. An hour spent on coaching your host is a tiny investment when you consider the potential of every party. Coaching also creates a perfect opportunity to bond with your host and to begin the process of turning her into your next consultant.

Schedule Your First Coaching Session as Soon as Possible

Coaching is as much about the feel-good factor as it is about the details, so be as enthusiastic as you are focused. You don’t want your host to feel stressed, uncertain, or nervous. You want her to feel confident, excited, and motivated to make her party a success.

The following steps will give your host the best chance of a successful party.

Express Your Appreciation and Confidence in Her as a Host

An appreciation call goes a long way in boosting your host’s confidence:

“Thanks for booking a party with me. I can’t wait to meet your friends and I know your party is going to be a huge success.”

Ask Questions That Will Tell You What She Expects for Her Party

“What do you love most about our products?”
“What do you think your friends will enjoy most?”
“What did you enjoy most about Ella’s party?”
“What was the main reason you booked? Was it our amazing host rewards?”

There are many reasons she may have booked:

For the host rewards.

It seemed like a fun way to gather her friends together.

She wanted the pampering and attention.

She was caught up in the moment and booked on impulse.

Her friends were all having parties and she felt it was her turn.

She wanted to help her friend get the booking credit.

You Can Safely Assume Rewards Will Be One of the Most Important Reasons a Host Books

Talk about the rewards up front by saying, “We’re a team! My job is for you to earn as many free products as possible. Your job is to fill the room.” You want your host to focus on attendance, so try not to distract her with anything else.

Explain what your best reward level is, for example, $500 sales with two bookings, and encourage her to aim for that level or higher by saying, “Let’s go for as many free products as possible.”

Helping your host create her wish list is the fun part of host coaching so work through the catalog with her. By making suggestions and being excited about her choices you will build a closer partnership. Suggest that she maximize her rewards by selecting lower-price items for her free products and higher-price items for her half-price items.

Make her wish list your goal for the party and help her understand how to reach it by sharing information about your parties:

For example, “My average is $500 but I want you to have a better-than-average party. The best way to make that happen is to invite lots of guests,” or,
“My average sale is $50 per guest, so ten guests will help us reach your $500 target. If you can get twelve guests, all the better.”

If she booked from a friend’s party, be more specific:

“Jenny had eight guests and her sales were $400. Let’s aim for ten guests and $500 sales; $500 is magic because you get an extra half-price item at that level and I know you have your eye on [name a product].”

Help Her Create the Guest List

Explain that she will need to invite twenty-five guests in order to get ten. The more suggestions you make the more people she will think to invite. Most party plan companies suggest FRANK: friends, relatives, acquaintances, neighbors, and people she knows through her kids. You can expand FRANK by asking questions that will prompt her to think of more names:

“Who do you know who has the best parties?”
“Who do you know who has the most parties?”
“Who has invited you to a party?”

These should be the first guests she invites, as there is a good chance they will book their own party and help her achieve her half-price host credits.

Suggest guests who regularly use your products. They are more likely to place high orders: “Who do you know who wears the most jewelry [is a fabulous cook, always has a camera with her, loves going to spas]?”

Suggest guests who will liven up the party:

“Of all your friends, who is the most fun?”
“Who has the most friends?”
“Who gets the most excited by new things?”

Suggest that she extend an open invitation to coworkers, church members, Facebook friends, and the moms at day care. If you run out of ideas before you run out of spaces on her guest list, use my “A to Z Memory Jogger” (at the end of Chapter 5) to help her think of more people.

The Sooner Your Host Starts Inviting Her Friends, the Better

Remind her that the longer she delays, the more likely it is that her guests will have made prior commitments.

Coach your host on how to sell the party to her guests. Stress that her goal is to tempt guests to come, not to explain everything in detail. Here are some suggestions that you can share with her:

“I’m having a party next Thursday and I’ve invited a consultant from a gourmet food company to come and demonstrate some fabulous summer recipes. Can you make it?”
“It’s time we all got together and I thought it would be fun to have a scrapbooking party.”
“I’m having a girls-night-in spa party next Wednesday and you are at the top of my list of people I hope will come.”
“I’m having a lingerie party and I’m inviting only ten guests. I really want you to be one of them.”

If your host has been to a party, encourage her to share her experiences when she calls:

“I just went to a handbag party and had so much fun that I booked my own party. They were the most fabulous designs. Are you free on the 16th? I really want you to see them.”
“I had the best time at Nikki’s party and learned some fabulous new decorating ideas. And they were so simple. I can’t wait for you to see her fabulous wall designs.”
“We’re going to have a great time. My skin was glowing for days after Maria’s spa night. I booked a party so I could do it all over again.”
“Wait until you see the jewelry. The designs are gorgeous. I would have bought almost everything if I could have afforded to.”
“I’m having a few friends around next Thursday for a homemakeover party. I have a linen consultant coming to show us the spring collection. I remember you saying that you were thinking about redecorating your guest room.”
“I have just discovered the most fantastic product. Did you know that you can publish your own memory book? I’m going to start one for each of my children, and I’ve invited someone to come and show us how to do it. Helen and Jenny are coming. Do you want to come?”

Set Your Host a Guest Target

“Host Challenge” (see Figure 1 on page 163) is a fun way to focus your host on what she needs to do to get the best results. Review each of the squares with her, asking, “Do you think you can do that?” Make sure you ask if she has any questions and explain that if she achieves twelve or more guests she can check both the “ten-plus guests in attendance” and the “twelve-plus guests in attendance” squares.

If you prefer a simpler challenge, add these words to her guest list: “Eight is great, nine divine, ten sensational!” to focus her on a ten-guest target.

If you prefer not to offer a challenge, say, “If I receive your guest list by Friday, I have a small gift for you.” The guest list is precious because it will help you make your own reminder calls, follow up with guests who didn’t come, and add names to your database. In my experience, if there’s no guest list, there’s no party.

Suggest She Carry Extra Invitations and Product Catalogs in Her Bag to Take to Work, Playgroup, Etc.

Remind her to tell those who can’t make the party to place an order and encourage her to aim for at least two pre-party orders by saying, “Outside orders count toward your party total and will get you off to a great start.”

Agree on the Date She Will Mail the Invitations (After She Has Called Her Friends)

The more buzz she creates, the more people will want to come. Recommend that she send a follow-up e-mail or text a few days after the invitations are sent. Help her set up e-vites through your Web site so guests can RSVP online and you can both track how many guests are coming. A timely reminder call may encourage guests to commit.

Address Her Questions and Concerns Up Front

Hosts who book impulsively often question their decision the next day. No host wants her party to be a flop and some people are natural worriers. When you know what she’s thinking, you can deal with it.

Here are some ways to manage her concerns about her party:

Concern: “I don’t think I can get as many people as Linda did.”

Answer: “This is your party and we’re not comparing it to anyone else’s. I really appreciate your booking and I know Linda did, too, as your booking earned her an extra half-price item. Invite as many guests as you feel comfortable inviting. I am happy doing small and large parties and I want you to enjoy your party.”

Concern: “My house wouldn’t hold twenty-five people!”

Answer: “I agree. Not many houses can hold that many. The reason I suggest twenty-five is that not everyone will be able to come, and some guests will say they’re coming but not make it on the day—their kids get sick, their husband is delayed at work, or they can’t find a babysitter. All my hosts say they had to invite twenty-five to get ten guests.”

Concern: “I’m not doing this for the rewards.”

Answer: “That’s great! Most hosts are motivated by the rewards. But I want you to have them. You deserve them and it’s my way of showing you how much I appreciate you. So let’s go for them anyway.”

Concern: “I don’t care how many people come. I just want my friends to have fun.”

Answer: “I agree. We want this to be fun for everyone, including you. I find that the more guests who come, the more fun the party is. Have you ever been to a party where there weren’t many people? The atmosphere is not the same. When there are lots of guests, everyone relaxes and has a great time.”

The important thing is to make your hosts feel confident and excited that their party will be a success. Some hosts love calling their friends, sending out invitations, and preparing refreshments. Others are happy to mail the invites, post their party on Facebook, and buy a few snacks at the supermarket. By asking them questions, listening to their responses, and observing their actions, you can adapt your coaching to each host’s interests and expertise.

Make Sure You Ask Her to Keep Her Refreshments Simple

Keep refreshments simple for these three reasons:

1. You want her to enjoy her party.

2. Elaborate refreshments send the message that hosting a party is expensive and time consuming, which will dissuade those with limited funds or limited time from booking.

3. Food can be a big distraction.

Gently encourage your host to request that no children attend, and if that’s not possible, to arrange a babysitter or provide a DVD and snacks in another room.

Set a date and time for the next call and end on a high note by saying, “I think we’re going to make a great partnership. You take care of filling the room and I’ll work on turning your wish list into your very own free shopping spree.”

Schedule Your Second Coaching Call About Ten Days Before the Party

A lot may have happened since your first call and your enthusiasm will come at the right time.

Start by checking that she has completed these steps:

Sent you her completed guest list

Called everyone on her guest list

Mailed the invitations

Her feedback will determine what to cover in your second call. Compliment her on what she has achieved and remind her what needs to be done, such as sending you her guest list or mailing her invitations.

Hosts who haven’t sent their invitations will usually promise to send them right away, but some will make an excuse, such as “I have been so busy.”

If you sense that your host is genuinely pressured, say, “The last thing I want is to make this stressful for you. It’s supposed to be fun. Why don’t I mail out the invitations? All you have to do is prepare the guest list. We can even set it up so guests can RSVP online. I can bring a plate of cookies, too, if that helps. No one expects elaborate snacks.”

Ask how many guests have RSVP’d and what the response has been (the industry average is 65 percent, so she will probably have some chasing up to do).

If she’s had a few “Sorry, I can’t make it” responses, reassure her that there is plenty of time to invite more people and then make more helpful suggestions:

“Has anyone recently moved into the street? Why don’t you invite them?”

Suggest she say, “Hi, I’m Kelly. I live at number 19 and I’ve been meaning to pop over and say welcome. Are you settling in okay? Here’s my name and phone number in case you need help with anything. I came over because some friends are coming to my house next Tuesday for a jewelry party and thought it would be a perfect chance for you to meet some neighbors. I know they’d love to meet you.”

The more suggestions you offer, the more likely it is your host will think of people she has forgotten.

For neighbors she hasn’t seen in a while she can say, “It feels like we never have a chance to say hi, so I’m hosting a party next Thursday. It’s very casual. A friend sells the most awesome handbags and she’s bringing them but it’s really just an excuse to get together. I’d love it if you could make it.”

Here’s a suggested call to a neglected friend: “I haven’t seen you for ages so I’m having a party on the 15th to get my friends together before school breaks for the summer. I’ve asked someone who sells leisurewear to bring her summer range along so we can see the latest styles.”

Suggest she say to family members: “Are you free on Saturday? I have some friends I’d like you to meet and I have organized a chocolate specialist to come and give us a demonstration on how to create delicious desserts with chocolate.”

To her child’s teacher, she could say: “A lot of us have kids in your class and we thought it would be fun to get to know you a little better outside of school. We’re making it a spa party, which should be fun.”

The easiest way your host can increase her guest count is to invite her guests to bring a friend. This works well in dicey weather and if guests are driving long distances because an arrangement to carpool makes it harder to cancel. Suggest that she say, “Hi Maria. I’m looking forward to seeing you at my party. It’s going to be fun, so bring a friend. There’s plenty of room.”

Coach your host never to say, “You don’t have to buy anything.” If a friend is reluctant, or asks if she will be expected to place an order, your host can say:

“Of course not. There is no pressure at all. My problem was the opposite. I wanted everything.”
“I have invited the consultant I met at Jan’s party, and she put no pressure on anyone at all. We had a great time.”

Encourage your host to take a proactive approach to her party. After she has sent her invitations, suggest that she call her friends to ask if they have received their invitation and if they are coming.

Remind your host to show the catalog to guests who decline the invite, and to invite them to place an order. Highlighting a couple of great specials will help encourage outside orders. Remind her to collect any payments, including tax and shipping, so that the order can be added to her party total.

Answer any questions your host may have, and say, “There are only ten days until your party. Are you excited?” before confirming a time for your next call.

Schedule the Third Call About Four Days Before Her Party

Now it’s crunch time! You want your host to feel excited and encouraged but now is the time for her to pull out all the stops to produce the numbers.

Check how many confirmed guests she has and congratulate her on the total by saying, “You’re doing great!”

Remind her of the rewards she will get from a great turnout and come up with some more suggestions if necessary.

Remind her to call guests two days before her party to make sure they are coming.

If she says, “I don’t have time to do the reminder calls,” tell her, “I understand. The reason I recommend that you make reminder calls is that some people who say they’re coming, later forget. I can’t begin to tell you how many times I’ve heard guests say, ‘Just as well you reminded me. I had completely forgotten.’ If you can find the time to make a few calls, it will make a huge difference. You’ll reach most people on their voice mail anyway so it shouldn’t take long.”

Ask once again, “Have you met anyone or thought of anyone else you would like to have come? Anyone you forgot? Why not call them now? Better late than never.”

There will be times when hosts try to postpone or cancel their party. Some cancellations are inevitable and happen for valid reasons, such as a child’s illness. But some hosts try to postpone or cancel when they hit a snag, such as:

They’re struggling to get numbers and they are panicking.

They’ve lost heart after a few “I can’t make it” RSVPs.

Guests who were coming have pulled out.

This can be disheartening and your host may feel that her easiest option is to cancel. Don’t make it so easy for her. You have already invested a lot of time in this party, so do everything you can to make it happen. Here’s what you can say:

“Don’t worry. I saved that date for you and, to be honest, it’s too late for me to get another booking, so let’s go ahead anyway. Some of my best parties have been small, but let’s see if we can think of some people you have forgotten.”

Or:

“I’m sorry your friends can’t come but I won’t get another booking at this stage, so if we can make this work, I would really appreciate it. It’s not too late to think of some friends you may have forgotten to invite.”
“Remember the fun we had at Kim’s party? Yours is going to be great too, whoever comes.”

Stay positive and focused on the fun. Chances are that all she needs is reassurance. It’s a fact of life that some guests will have prior commitments and that some won’t want to come. Some people may feel that they’ll be pressured into buying, or they’re struggling financially and they want to stay away from temptation.

You don’t want reluctant guests at your party, but a disappointing response is usually because your host hasn’t made her party sound exciting. Coaching her on the right words to say will help build attendance:

“Instead of going to the spa, I’m bringing the spa home so we can really relax.”
“There’ll be a cooking demonstration and then we get to sample everything. Yum.”
“I met the consultant at another party and she’s a lot of fun. Everyone had a great time.”
“Make sure you don’t miss out. There are going to be a few surprises.”

End this coaching call by saying to your host, “I am really looking forward to this. You’re doing a great job.” Then set the time for your final call.

Preventing cancellations is better than having to formulate last-minute rescue plans. Date your parties as soon as possible. The shorter the time between the booking and the party, the more likely the date will hold. The farther out parties are scheduled, the higher your risk of a cancellation or postponement.

Schedule the Fourth Call Two Days Before Her Party

Start by saying, “We’re almost there! I’m excited for you!”

Hopefully, her party is progressing full steam ahead but if she says, “I have had a few cancellations,” you can say, “Don’t worry. Smaller numbers mean I can spend more time with each guest. But why don’t you call everyone and ask them to bring a friend? Perhaps a sister or a neighbor they can carpool with? I love party crashers, so I’ll bring gifts for anyone who brings a friend who wasn’t on our original guest list.”

Make Your Fifth and Final Pre-Party Call on the Afternoon of the Party

Call your host and say, “It’s Samantha calling. I just wanted to remind you that I’ll arrive around 6:30 p.m. to set up our party.”

Check that you have the right directions to her home. Remind her to serve refreshments at the end of her party, so guests will not be distracted, and to serve them in the party room so guests will not wander off. Ask her if she has any questions and wish her good luck.

You have done everything you can to make the party a success for you and your host, and it’s time to turn it into a booking, sponsoring, and sales bonanza.

Seven Keys to a Productive Host-Coaching Program

1. Coaching is not about one successful party. It’s about building long-term relationships. Try to do your first coaching session in your host’s home so that you build rapport faster. Continue your coaching calls by phone. E-mail is a great way to update and exchange information but it won’t excite, inspire, and enthuse your host.

2. Keep the focus on numbers. What you focus on, your host will focus on. Remind her to overinvite because declines, last-minute opt-outs, and no-shows are a fact of life.

3. Contact is the key. Encourage your host to call guests three times:

First call: Before she sends out the invitations, she should say, “I really want you to come so I thought I would call first to let you know. But I’ll send the invitation as well so you have everything in writing.”

Second call: After invitations have gone out, she should call again to say, “I’m checking to make sure you received your invitation. Can you come?”

Third call: Twenty-four to forty-eight hours before the party, she should call to say, “Looking forward to seeing you. We’re going to have fun.” A friendly reminder call will reduce no-shows.

4. Always get the completed guest list from your host. It’s a gold mine of contacts, including guests who don’t make the party.

5. Don’t get caught up in details or create the impression that it’s work for you or your host. Parties are all about having fun.

6. Think “host-for-life.” You won’t have a shortage of repeat and referring hosts if you consistently deliver great parties and you build a mutually rewarding relationship with your hosts.

7. Think of every host as a potential consultant, regardless of her current level of interest. If and when their circumstances change, you don’t want to be caught napping.

Sample Letters

These sample letters will make it easier to correspond with your host. While you must cover important details, such as how to post her party online and how to deposit funds, your correspondence should always be upbeat.

Following is a letter to confirm the booking:

Following is a letter to thank your host after the party: