If You Wear It Will They Come?

I have spent years trying to educate new consultants that just because they build a website, does not mean that customers will start flocking to it.  We have come along with the “If you build it, they will come” misnomer.  However, there is still much work to be done to dispel the myth that “If you wear it, they will come.”

I am referring to company logo hats, t-shirts, Polo and Oxford shirts, jogging suits, jackets, vests, hats, tote bags, stickers, and etc.  Many direct sales companies have some excellent quality logo-wear.  I get that it is hard not to purchase some of it.  I also get that sometimes it is appropriate.  If I am representing my company at a networking event I like to wear a logo shirt.  Home parties and vendor events are also appropriate to wear such items to enhance brand image.

The difficulty I have with area is that some consultants try overcoming their fear of initiating a conversation with people by substituting logo-wear.  They somehow think that if they wear their company logo t-shirt into the gym, then fellow exercisers will flock to them with inquires.  Or if they have a tote bag with pages of their catalog in the plastic display pockets, then the lady in standing in line behind her at the grocery store will become her next biggest customer.

Please do not misunderstand what I am saying.  I think marketing collateral and logo-wear can enhance and supplement your business.  And certainly there are times when strangers could inquire based on a shirt or tote bag.  However, the consultants who embrace the notion that “If I wear it, they will come” may end up grossly disappointed.

Then there is the issue of new consultants who are so excited about their new venture that they spend a boatload of unearned profits on logo-wear before they even make their first sale.  Perhaps I’ll save that topic for another post …