Ric Parks: Attracting Excitement

When he became an Independent Business Owner in 2005, Ric Parks was drawn to XS Energy Drinks from the get-go.

“It’s a cool product and it’s a fun product to sell,” Parks says. “It’s got a cool side to it that’s exciting and it’s something you can be proud to promote.”

Then his enthusiasm went up a few more notches in 2008 when XS added the XS Blast Premium Mixers, Cranberry-Grape and Electric Lemon Blast.

Parks had been a successful real estate agent in Alaska. Then the market hit the doldrums a few years ago and it was the perfect timing for him to turn more of his attention to marketing XS and using it as a springboard to attract new IBOs to his organization.

“For me, the Blast Mixers were the magic point where I thought, `Well, now I have something to talk about to business owners who are trying to cut down on their overhead,’” Parks recalls.

To get closer to his business mentor, Randy Sears, Parks made the move to Bellingham, Wash. Before leaving Alaska, though, he created accounts with four coffee shops and then created a website (www.haveablastenergydrink.com) that, among other things, touts their satisfaction and success with the mixers.

The site has photos and short summaries of each shop’s experience with XS, and serves as an excellent model that other IBOs can duplicate as they seek to legitimize their services and help attract the next customer. Also on the site Parks has posted videos and other information about clubs that have become clients in the Bellingham area.

Through the site, Parks averages about two or three sales a month from people he’s never met before. And current clientele use the site to place orders as well. On average, he earns a $500 monthly profit, between orders from his website and selling the product in person.

“I think it is useful. It’s something that a 10-year-old can create, with its what-you-see-is-what-you-get (WYSIWYG) application,” Parks notes. “It won’t look entirely high-end, but it can help drive your business if you include proper wording, such as abiding by the rules that Amway sets out, and display it in a professional manner.”

Parks advises IBOs to remember that they are an ambassador of the product, and that it’s crucial to find a product you love and feel good about representing.

“Then you become an IBO who attracts other people to you because of your excitement, rather than chasing someone down,” he says.

Also, IBOs should be prepared to tell their story, whether in person, by phone, email or on a website. “Have everything rebranded around that product—lead with the product, have a set of business cards and a website built around it.”

When using social media, be sure to give careful thought about how you communicate and with whom you communicate certain information. For instance, Facebook users can target different messages to different segments of their contact list, based on the various plots of common ground that you share with individuals.

At events, use XS Gear information pads to collect contact information and follow up with people who are interested in becoming customers or learning more about the business opportunity. As an incentive, offer cool prizes, such as an XS 12-pack cooler or a water bottle, for names that are randomly selected from among those filling out their contact information.

At events, such as a recent outdoor rock concert, Parks uses the XS cans—with their many eye-catching and different flavors—to get people’s attention.

“Everybody who goes to an event likes to see, feel and taste the different flavors,” he says. “I use it as an attention-getter. But then with clubs and other retail outlets, I try to sell the syrup to cut down on their overhead. They can mix soda water with ice to create mixed drinks.”

Parks has a two-step style when approaching businesses. First, he asks when would be a good time to come back.

“I’m a representative of what’s become the most popular drink in the local area,” he tells prospects. “When’s a good time to bring in some free samples?”

On his return visit, Parks makes drinks in front of the decision-maker. He asks for two glasses, each with ice and soda water that fills about two-thirds of the glass.

“While I’m making the drink, it’s the perfect opportunity to explain the low overhead and how they can rebrand the drinks for their own business,” Parks says. “The drinks always taste great and the deal almost always goes through.”

So what’s your Retail Sales story? Got one…please send it to us at success@xsgear.com