a single source, nothing corroborates it

Recruit sellers from the buyer's own circle

Neighbours, relatives and friends outsell hired endorsers because the buyer already knows them, and paying those sellers on their own sales plus the sales of everyone they bring in makes the sales force compound rather than plateau. The sequence that gets there starts with experts legitimising the product and ends with customers doing the persuading, at which point a table where everybody else is already ordering it sells harder than you can.

The method

1. 01

   Recruit your sellers from inside the buyer's own circle instead of paying strangers to endorse you, and compensate them on their own sales plus the sales of everyone they bring in, so the sales force keeps compounding.

2. 02

   Hand the promotion over to customers once experts have legitimised you, because a table where everyone else orders your product sells harder than you can.

What it returned

• Arbonne sells health and beauty products through neighbours, aunts and friends rather than hired actors, and pays its consultants both for personal sales and commission on recruits.

• Katelyn Bourgoin traces Oatly's sequence from baristas vouching for it to coffee drinkers hyping it to each other, which turned its customers into a referral base at no cost.

Sources

• Growth Flywheels | Customer CampKatelyn Bourgoin · customercamp.co · Focus on the messenger as much as the product · undated
• Oatly - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · Bandwagon Effect · undated