Product Sales Training Guide GI-ProBalance Slimsticks Probiotic and Prebiotic Dietary Supplement

Transcription

1 Product Sales Training Guide GI-ProBalance Slimsticks Probiotic and Prebiotic Dietary Supplement Mannatech s GI-ProBalance Slimsticks Product Sales Training Guide has been created to assist you in understanding the product s intended use and benefits and to help you identify the different market segments (customer types) for which this product can be targeted. Once you ve determined the correct market segment, the guide will direct you in your communications and sales approach. This includes use of the most compelling language and benefits for each particular group. The contents of this guide are based on extensive market and product research, so we encourage you to familiarize yourself with it and include the information in your current sales strategy. This sales training guide is not intended as an advertising, marketing or promotional piece, and therefore should not be shared with your prospects. Mannatech provides other product materials suited for this purpose.

2 Product Sales Training Guide GI-ProBalance Slimsticks 2 Table of Contents: SECTION: TITLE: PAGE: 1. GI-ProBalance Slimsticks Overview 3 2. Why Probiotics Are So Important 4 3. Who Is the Target? 5 4. What Do They Want? 6 5. Who Are We Competing Against? 8 6. What Makes GI-ProBalance Slimsticks Better? 9 7. Packaging & Pricing Overcoming Objections FAQs 15

3 Product Sales Training Guide GI-ProBalance Slimsticks 3 Section 1 GI-ProBalance Slimsticks Overview The concept for GI-ProBalance slimsticks originated from research performed by Mannatech scientists beginning in It was at this time that Mannatech scientists were first able to demonstrate the prebiotic effects of Ambrotose products and how those effects can positively affect health by improving nutrient absorption and supporting the immune system.* Although it is believed that the polysaccharides in our Ambrotose products can positively affect the immune system through a number of different mechanisms, our research findings highlighted the importance of their effect in the gastrointestinal tract. Over the years, Mannatech s research showed that the polysaccharides in Ambrotose products can be utilized to help fuel the growth of important, health-benefitting Bifidobacteria, in the human colon. Studies have also demonstrated that the arabinogalactan in Ambrotose products may be broken down and utilized by specific species of beneficial bacteria, Lactobacillus plantarum and Bifidobacteria longum. Bifobacteria and Lactobacillus species are two of the major beneficial bacteria making up the gut flora (intestinal microorganisms) and have been linked to support of the immune system.* From this research it was realized that a product containing these different species of beneficial bacteria could become something very powerful and health benefitting when combined with Ambrotose powders. This conclusion led us to the introduction of GI-ProBalance slimsticks, which include these two specific bacteria along with four others that are known to be powerful and effective probiotic bacteria.* In addition to six different strains of probiotic bacteria, GI-ProBalance slimsticks also include: Two different varieties of prebiotic to feed and support the growth of the probiotic strains in the product as well as the good bacteria already naturally existing in the digestive tract* 15 billion colony forming units (CFU) at time of manufacture 1.5 billion CFU guaranteed at time of expiration Individual-serving slimsticks, which are convenient for travel and great for sampling with the GI-ProBalance sample cards (# ) Delicious yogurt-flavored powder, which can be taken with or without food or beverage and is great for kids (4 years and older) The GI-ProBalance slimsticks also feature the latest advancements in culturing to ensure that the probiotic strains can survive the harsh conditions within the stomach. This advancement also means that the product can be taken with or without food and at any time of day. The individual-serving slimsticks also help to limit the product s exposure to light and oxygen until it is opened for use, so refrigeration in temperate climates is not necessary. The recommended daily serving of one slimstick supports a natural balance of good bacteria to maintain a healthy gastrointestinal tract,* which: May guard against occasional intestinal disturbances* May prevent occasional digestive upsets* Promotes natural immune function* Improves nutrient absorption* *These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.

4 Product Sales Training Guide GI-ProBalance Slimsticks 4 Section 2 Why Probiotics Are So Important The Greek word probiotic means for life and has been defined by the World Health Organization (WHO) as Live microorganisms which when administered in adequate amounts confer a benefit to the host. This may sound like a line from a science fiction movie, but what this actually means is that your GI tract is populated with literally trillions of live bacteria, some good and some bad. The good bacteria, sometimes referred to as friendly bacteria or gut flora, are essential to your health and play a key role in the metabolism of food and the development and functioning of the immune system.* Unfortunately, a number of factors can disrupt the balance of good bacteria, which can wreak havoc on the gastrointestinal tract, creating digestive issues and disturbances throughout the body. Poor diet, lack of sleep, stress, travel, illness and even aging can all play a role in creating this imbalance. Fortunately, we can supplement our good bacteria with probiotic products. Probiotics provide live microorganisms that are the same as or very similar to the good bacteria living in the GI tract and can help to repopulate and increase our supply. This is very important when you consider that over 70% of the immune system is located in the digestive tract. A healthy gut can actually help you maintain a healthy immune system.* The increased awareness of the health benefits of probiotics and their link to immune health has catapulted the category to one of most popular in today s supplement market. With a proliferation of published studies and scientific support, they ve become one of a select group of dietary supplements regularly recommended by doctors and practitioners of traditional medicine.* While the future growth of probiotics may be aided by new research on a variety of other health conditions, digestive health remains the primary driver for probiotic demand. Digestive health represents one of the greatest consumer needs and areas of interest today. Fact: There are at least 10 times more bacteria in the human gut than there are individual cells that make up the human body. That s more than bacteria, comprising over 500 different species. *These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.

5 Product Sales Training Guide GI-ProBalance Slimsticks 5 Section 3 Who Is the Target? Prospects for GI-ProBalance Slimsticks Even though the global probiotics market is considered to be in its infancy, it has undergone impressive growth already and is expected to continue to grow. This growth is due to increased consumer awareness of the benefits of probiotics as well as a trend toward prevention, driven by rising healthcare costs. The primary target, meaning the consumers most likely to seek and use probiotics, is women, specifically healthy women over the age of 45 who are seeking digestive support or relief of GI distress. They typically use supplements and are most likely already using a product for any GI issues they may have. After digestive health, they are motivated by overall wellness for themselves and their families. These women tend to be health conscious and are most likely already eating yogurt for its digestive benefits and to help manage their weight. They may have heard that yogurt is good for the immune system, but they probably don t understand how or why. You may benefit by being able to help educate them about how this relationship works. Targeting Prospective Customers Mannatech s GI-ProBalance slimsticks are ideal for: Anyone who may want to optimize the health and functioning of their GI tract* Anyone using Ambrotose products, or who may have an interest in Ambrotose products, especially those who may have stopped because they weren t getting the effect they expected Individuals looking to optimize their nutrition and nutrient uptake, especially athletes and people who travel or lead active lifestyles* Individuals wanting to optimize their immune health who are already taking other immune systemsupport supplements* Individuals making an effort to eat yogurt and/or other healthy foods for the purpose of optimizing their health* Parents seeking to improve their children s nutrition as modern convenience foods have become part of their normal diet. Recent data indicates that probiotics are among the four hottest nutritional ingredients that parents are seeking for their children. Additionally, pediatricians will often recommend probiotic products for young children to help restore balance to their GI tracts.* Nutrition Business Journal s 2009 Supplement Business Review reported that an estimated million Americans suffer from digestive disturbances. In seeking relief, Americans spend more than $100 million on digestive care annually, with a growing portion of this amount going for natural digestive aids, including probiotics. *These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.

6 Product Sales Training Guide GI-ProBalance Slimsticks 6 Section 4 What Do They Want? Because probiotic products are not yet well known and understood by consumers, choosing the right supplement from among all the different options can be a difficult task and much more complicated than choosing products in some of the other health product categories. In this section, we ll attempt to make the decision process a little easier by explaining the basics and helping you differentiate between marketing and science. Although many considerations should be taken into account when buying a probiotic product, four are primary: The right species and strains of bacteria (scientifically validated) While it s known that hundreds of bacteria species exist in the GI tract, most have not yet been identified. Of the few that have been identified, we only have evidence that a few dozen have probiotic value; and of those, only a handful have been shown to have the ability to effectively colonize the intestines, which is what is required in order to obtain health benefits. Most species just simply aren t strong enough to survive transit through the digestive tract, or strong enough to multiply once they reach the intestines. This leaves us with just a very small number of species and strains that we know based on research will be effective in a probiotic product. Most often, they come from two groups of species, Lactobacillus or Bifidobacterium. It s important that a probiotic supplement include one, or preferably a combination, of these few viable species. While a single good strain can provide benefit, it s believed that a mix is optimal because not all species and strains are effective in the same way. Research suggests that a mix of species and strains may provide more benefit overall. Effective Colony Forming Unit (CFU) count Research suggests that you need at least one billion total colony forming units (CFU) to provide a health benefit. Colony Forming Units is the terminology used to define live and active probiotic bacteria. The number of CFU desired to provide a particular type of support can vary by strain. Some strains have been shown to be effective with just a few million CFU, while others require hundreds of billions. It is because of this variance that most product manufacturers try to provide at least one billion CFU overall. A quality probiotic product will provide at least one billion CFU at the time of expiration or Best By date, which is typically one year. Live and active bacteria will rapidly expire over the life of the product, so the amount of live bacteria at the time of manufacture is not an accurate representation of the product s quality. Cost effectiveness Probiotic supplements are still relatively new and not well understood by consumers, making differentiation difficult to explain and price premiums hard to justify. Furthermore, most of the marketing for probiotics has been done by yogurt companies. As a food, yogurts provide a number of satisfying benefits in addition to being a cost-effective probiotic source, so many consumers may not understand the value that more costly probiotic supplements provide. *These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.

7 Product Sales Training Guide GI-ProBalance Slimsticks 7 Convenience Until recently, probiotics have been associated with yogurts and other supplements that, because of their older technology, had to be refrigerated at all times. Refrigeration creates two problems: 1) out of sight, out of mind because your probiotic isn t kept with the rest of your supplements, you could easily forget about them; and 2) refrigerated products are very difficult to take with you, especially when traveling overnight, and many people feel that they need their probiotic most when they are traveling and away from home and their normal routines. Many of the new products on the market, including GI-ProBalance Slimsticks, do not require refrigeration, making them a more attractive option, especially for those who travel. Some of the new products also come in flavored powders, so they can be taken in a variety of ways, and can also be taken by young children. *These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.

8 Product Sales Training Guide GI-ProBalance Slimsticks 8 Section 5 Who Are We Competing Against? There are many things to consider when evaluating probiotic and digestive health products. Hopefully this document becomes a helpful tool as you compare what s important across various competitive products. Understanding the products our competitors offer will help you educate your prospects about why GI-ProBalance slimsticks are the overall best choice. GI-ProBalance slimsticks stack up very favorably against competitors across both the MLM and retail channels. Product Pro/Prebiotics CFUs Price Price/Serving Usana Probiotic 2 strains of probiotics 12B at manufacture $29.94/box of 14 sticks $2.14 Nutrilite IntestiFlora 7 7 pro / 1 prebiotic 1B at expiration $34.61/box of 30 sticks $1.15 Align (P&G) Bifantis (proprietary probiotic) 1B at manufacture $29.44/box of 28 caps $1.05 Culturelle Probiotic Digestive Health (Amerifit, Inc.) 1 strain of probiotic 10B at expiration $18.59/box of 30 caps $0.62 Phillips Colon Health 3 strains of probiotics 1.5B at expiration $15.99/bottle of 30 caps $0.53 Advocare ProBiotic Restore Ultra 7 strains of probiotics 6B at manufacture $20.37/bottle of 45 caps $0.45 Herbalife Florafiber 1 strain and fiber Millions per tablet $13.15/box of 90 tabs $0.44 Mannatech GI-ProBalance 6 pro/ 2 prebiotics 1.5B at expiration $25.75/box of 30 sticks $0.86 Usana, Nutrilite, IntestiFlora 7, Align, Bifantis, Culturelle, Phillips Colon Health, Advocare ProBiotic Restore, and Herbalife are the trademarks of their respective companies.

9 Product Sales Training Guide GI-ProBalance Slimsticks 9 Section 6 What Makes GI-ProBalance Slimsticks Better? Key Benefits/Selling Points As stated in Section 4 of this guide, probiotics are not yet well understood by much of the general public so, for many, trying to determine the significance and importance of all the different product attributes can be a difficult and confusing task. When shopping for a quality probiotic product, consumers should start by looking for the following attributes: Effective species and strains of probiotic bacteria Effective CFU count Convenient to use Good for the whole family What makes GI-ProBalance slimsticks better? The right species and strains of bacteria Our GI-ProBalance slimsticks contain six different species of scientifically validated bacteria, including multiple species of Bifidobacterium and Lactobacillus, which are the most well known and commonly studied. Multiple species help to ensure a wider variety of health support and benefit. The GI-ProBalance formulation also includes specially selected species that have been shown through research to enhance the effects of our Ambrotose products.* Also of great importance is the fact that the bacteria strains in GI-ProBalance powder have been cultured from mother strains that are known to survive and actually thrive in low-ph stomach acid. What this means is that the bacteria strains used in the formulation of GI-ProBalance slimsticks were grown from strains that do well and thrive in stomach acid. This is very important, because one of the major concerns regarding probiotic supplements and foods is that the bacteria may not survive the trip through the stomach s acidic environment and therefore may never reach the intestines, where they re needed to colonize and populate in order to provide their benefits. Effective Colony Forming Unit (CFU) count GI-ProBalance powder provides 15 billion CFU at the time of manufacture and guarantees at least 1.5 billion at the time of expiration (one year). This means that our product will contain somewhere between those two amounts and will deliver more than enough active (live) bacteria to provide benefits. You will sometimes see products touting outrageously high CFU count, which is great as long as the product includes the right strains and appropriate combinations of bacteria. However, unless you re seeking a certain CFU quantity from a particular strain for a particular reason, the overage may be of little or no benefit. This may be especially true for people consuming a probiotic daily in support of overall health and immunity.* *These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.

10 Product Sales Training Guide GI-ProBalance Slimsticks 10 Formulated to enhance the effects of Ambrotose products Research conducted by Mannatech demonstrated that the polysaccharides in Ambrotose products can be utilized to help fuel the growth of important, health-benefitting Bifidobacteria, in the colon. Bifidobacteria are one of the major species of bacteria making up the gut flora (intestinal microorganisms) and have been linked to support of the immune system. Additional studies suggest that the arabinogalactan in Ambrotose products may be broken down and utilized by specific species of bacteria, Lactobacillus plantarum and Bifidobacterium longum.* GI-ProBalance slimsticks were formulated with these specific strains of bacteria, so it is expected that when they are taken in combination with Ambrotose products you will receive enhanced health benefits from both products.* Prebiotics Prebiotics are carbohydrate food substances, typically dietary fibers, which stimulate and support the growth of good bacteria in the digestive tract. A significant amount of prebiotic from two different sources has been added to the GI-ProBalance formulation to not only help support the growth of the six probiotic strains in the product, but also help stimulate the growth of the naturally occurring good bacteria already existing in your gut. When probiotics and prebiotics are combined in the same product, it s referred to as a synbiotic and is thought to provide additional health benefits.* Convenient to use for the whole family An often-overlooked feature of the GI-ProBalance product is that it is packaged in individual-serving slimsticks that keep the product from being exposed to light and air until it is opened for use. The air-tight slimsticks help to prolong and preserve the life of the live bacteria. This extra layer of protection means that the product doesn t require refrigeration as long as it s not exposed to high heat or extreme temperatures. This is very significant because it means that you can carry the product with you and even take it along when you travel. Try that with yogurt! Additionally, because the product is a deliciously flavored, light powder, it can be mixed into a food or drink, or can be taken straight like the old pixie stick candies. The product s light, sweet taste makes it appealing for just about anyone. This is especially important for parents of young children. It s becoming more and more common for pediatricians to recommend probiotics to help return balance to a little one s stomach. Probiotics are also becoming one of the most sought-after health ingredients for children as more information about their benefits becomes available.* *These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.

11 Product Sales Training Guide GI-ProBalance Slimsticks 11 Key Ingredients How to Use This specially formulated synbiotic product supports a natural balance of good bacteria to maintain healthy digestion*, which helps to: Promote natural immune function* Improve nutrient absorption* Guard against occasional digestive upsets and intestinal disturbances* Adults: Take one slimstick per day with or without cool liquid or food. Children 4 years of age and older: Mix the contents of one slimstick with cool liquid or food per day. *These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.

12 Product Sales Training Guide GI-ProBalance Slimsticks 12 Section 7 Packaging & Pricing Packaging Pricing

13 Product Sales Training Guide GI-ProBalance Slimsticks 13 Section 8 Overcoming Objections Objection: I eat yogurt a few times a week, so I don t think I need a probiotic product. Response: While yogurt and other fermented dairy products have been traditional sources of probiotics, you should know that not all yogurts are thought to provide an effective amount of good bacteria. Many of the yogurts you read and hear about are those that have been enriched with additional probiotic strains, and while these may be great products they still have relatively short shelf lives and require refrigeration. There have also been questions about the ability of yogurt bacteria to survive transit through the GI tract once it s consumed. The fact is that probiotics in the dietary supplement form offer better viability and higher potency than other forms. GI-ProBalance probiotic powder provides six different strains of bacteria and has a CFU count in the billions throughout its shelf life. It also provides a large amount of prebiotic, which has been added to support the survival and growth of the good bacteria in the product as well as the good bacteria already present in your gut. Not many yogurts can make this claim. Objection: I use a probiotic that I bought at the drug store. It s a little cheaper than the GI-ProBalance slimsticks, and the box says that it will do the same thing. Response: The product you re using may be an effective probiotic, but I d caution you to check a couple of things before making your final decision. Please make sure that the product you re using provides AT LEAST 1 billion CFU at the time of expiration. This is the industry standard for quality and effectiveness, and any reputable product will clearly provide this information on the label. I bring this to your attention because some products don t provide this information, or they ll state the CFU count at the time of manufacture, which is misleading and not the same as time of expiration. The live bacteria in probiotics are very delicate and will begin to die rapidly after production. Quality products from quality companies will overstock their formulations with billions and billions of live bacteria to guarantee that an effective quantity of good bacteria (CFU) will still be active at the end of the product s shelf life. The standard is to provide the CFU number for the date of expiration as a way of guaranteeing that the product will be viable and effective throughout its life. You should also check to make certain that the product is providing a quality and scientifically validated bacteria strain, and preferably a mix of species and strains. This will usually be indicated with references to studies on the package or company website. You may also learn more about the strains with a quick check of the Internet. *These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.

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15 Product Sales Training Guide GI-ProBalance Slimsticks 15 Objection: I found a product online that has 10 billion CFUs at the time expiration, so I believe that it would be a better and stronger product. Response: Much of the time more is better, but in the case of probiotics there are many factors to consider. Having the right mix of good bacteria can be just as important as having a high CFU count. While GI-ProBalance slimsticks do have a high CFU count, they also contain six different species of scientifically validated bacteria, including many of the most well-known and commonly studied species. These bacteria have also been cultured from strains known to thrive in stomach acid. This helps ensure that the bacteria survive the trip through the GI tract and reach the intestines, where they can provide benefit. In terms of CFU count, research has determined that the threshold for effective health benefit is one billion CFU. GI-ProBalance slimsticks provide many billions of CFU and even guarantee at least 1.5 billion CFU at the expiration date. This amount is more than enough for an everyday-use product. Objection: I eat a healthy diet, exercise regularly and take dietary supplements. Do I really need a probiotic? Response: Actually, everyone can benefit from a good probiotic product. It s not only good for healthy digestion and nutrient absorption, but the new science indicates that it can also help to your immune system.* Additionally, most people aren t aware of the struggle that your body goes through in an attempt to keep a good balance of healthy bacteria. Our modern stressful lifestyles, poor diets and exposure to environmental toxins can destroy the body s good bacteria, creating an out-of-balance scenario between the good and bad bacteria. You d probably be surprised to know how many of your daily upsets and disturbances can be linked to an imbalance of bacteria in your gut. It is for this reason that probiotics are quickly becoming one of the most studied and recommended dietary supplement products. *These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.

16 Product Sales Training Guide GI-ProBalance Slimsticks 16 Section 9 FAQs Q: What are probiotics and prebiotics? A: Probiotics, also known as good or friendly bacteria, are live microorganisms that are very similar to beneficial microorganisms found in the human gut. Probiotics can provide health benefits when consumed in adequate amounts.* Prebiotics are typically dietary fibers that serve as food for the good bacteria and stimulate and fuel their growth and/or activity in the digestive system. The prebiotics in GI-ProBalance slimsticks are fructooligosaccharides and gum acacia.* Q: How are GI-ProBalance slimsticks different from GI-Pro capsules? A: While Mannatech s GI-Pro supplement is still a great probiotic product, GI-ProBalance powder represents a whole new generation of product and features the latest advancements in digestive health.* In addition to providing high levels of six different strains of probiotic bacteria and two different varieties of prebiotic, it also comes in a delicious yogurt-flavored powder that can be taken with or without food or beverage any time of day. The powder comes in an individual-serving slimstick that is convenient for travel and does not require refrigeration. The powder form also allows for a greater serving size, which means the product can deliver more probiotic and prebiotic in each serving. GI-ProBalance slimsticks contain 15 billion colony forming units (CFU) at the time of manufacture and 1.5 billion at the date of expiration. Q: How are GI-ProBalance slimsticks different from GI-Zyme capsules? A: Mannatech s GI-ProBalance slimsticks are a probiotic and prebiotic supplement formulated to contribute to a balance of natural healthy gut flora, which in turn supports healthy digestion and natural immune function.* Mannatech s GI-Zyme capsules contain enzymes that help to break down fats, proteins and carbohydrates more efficiently so they can be more easily digested.* Q: How does GI-ProBalance powder enhance the benefits of Ambrotose products? A: In vitro research suggests there may be an additive effect when GI-ProBalance powder is combined with Advanced Ambrotose or classic Ambrotose complex products. The arabinogalactan in the Ambrotose products may be broken down and utilized by specific bacteria present in GI-ProBalance powder. At the same time, arabinogalactan is a prebiotic that has been shown to support the growth and proliferation of specific bacteria found in our GI-ProBalance product. The expected result is enhanced support from both products.*

17 Product Sales Training Guide GI-ProBalance Slimsticks 17 *This statement has not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease. Q: Why do GI-ProBalance slimsticks contain soy? A: While soy is not an ingredient in the product, it was a part of the source medium in which the bacteria strains are grown; therefore, the product may contain trace amounts of soy. Q: Why do GI-ProBalance slimsticks contain maltodextrin? A: The maltodextrin in GI-ProBalance slimsticks serves as a flow agent and helps to give the product its powder consistency. This ingredient makes the product easy to package for the manufacturer and easy to pour and mix for the end consumer. There are two types of maltodextrin commonly available. One is an easily digested high-glycemic grade, while the other is a low-glycemic, digestive-resistant, soluble fiber commonly known by the brand name Fibersol-2. It is this second, low-glycemic version that is used in the production of GI-ProBalance powder, and it s actually a source of fiber that can provide health benefits when consumed in adequate quantities.*

18 Product Sales Training Guide GI-ProBalance Slimsticks 18 *This statement has not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.