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Eventually, to be successful, your prospects must "buy"
4 or 5 key concepts:
- that Network Marketing is right for them to do;
- that your Company is a great vehicle;
- that your Products are special, important, attractive
in the market place and make a difference in the quality of
people's lives; and
- that THEY CAN DO THIS—with YOU as their
new upline partner!
Those are the 4 key areas of belief that we always
talk about + the reminder that their rapport with you and their
confidence in YOU is a key element as well!
And if they sense that you know what you're talking
about, that'll give them the confidence to come aboard with you
as a new partner in their life quest to improve their lifestyle
and escape the rat race.
Usually these newsletters I do are composed of my own thoughts
and experiences. However, I received this valuable material from
my friend Hilton Johnson, and because it is so excellent and timeless,
I knew I should pass it along in this issue. You can obtain more
gems from Hilton at his terrific MLM University site: www.mlmu.com
Enjoy,
Art Burleigh
1. Warm
Calls
Yeah, I know, you already know about this one.
For over 50 years, networking marketing has been
built on making warm calls. Today, it's no different. Run the
numbers on any other type of prospecting calls and you'll see
that percentage wise, there is no better way to sell and recruit
quickly.
The key to making these calls more comfortable for
you is to take the pressure off of making the call. You do this
by making it easy for your prospect to say "no" (yes,
I said "no") to your proposal. Try this language:
"This may or may not be something you would
be interested in. If you like it, fine, if not, that's okay too...fair
enough?"
2. Cold Calls For Recruiting
Making call after call out of the phone book or from a list can
feel like a prison sentence. Studies have shown that it takes
about 250 calls to get a single enrollment. Whew!
If you must do it, here's how: In about forty words
or less, introduce yourself and your company; tell them what products
and services your company markets; then ask this question:
"Would you consider a network marketing business,
working out of your home, either now or sometime in the very near
future?"
If they say no, thank them for their time and courtesy
and make another call.
Note: A much easier way to do this is to hire someone
to make these calls for you. (I'll teach you how to do that in
a future MLM Sales Coach Newsletter)
3. Third-Party Calls
A friend of mine, Frank Keefer, earns the kind of income most
network marketers only dream about. He does this by being very
selective with whom he calls and by using a third-party approach.
This approach will work best for you with people with whom you
are already acquainted.
Tell your potential prospect that you are sure he/she would NOT
be interested in a new business proposal that you have but you'd
like to know who he/she knows that:
"might be concerned about downsizing or layoffs"
"is not spending enough time with her family"
"is not being paid what he's worth"
"would like to have a business that can be worked from home"
"would like to have more time and financial freedom"
I think you get the idea.
If your prospect has any of these needs, he or she will "raise
his/her hand" by asking for more information.
Cool huh?
4. The Delayed/Qualified Approach
Tim Sales, author of the wildly popular "Brilliant Compensation"
video likes to call his warm market and say this:
"It's been awhile, let's catch up. Let me take you to lunch."
Tim never discusses his business during lunch. He asks questions
that help him to understand his prospect's current situation.
If he hears some genuine financial and/or freedom needs, he calls
back a couple of days later and says, "You said something
the other day that got me thinking."
After reminding his prospect about the dissatisfactions that were
expressed during the lunch, Tim suggests that he may have some
solutions for his prospect through a new business venture that
has crossed his desk.
Aren't you just dying to try this one out?
5. The Customer Conversion Call
The "secret" to converting a customer into the business
is to call and get him into a "benefit-state-of-mind."
Ask permission to take a customer survey and then ask questions
like these:
"Are you happy with the products (services) so far?"
"What are the benefits you've noticed?" "How do
you feel about all of the money you are saving?" "Have
your friends and family members noticed the positive change in
you since taking the products?" "How else has this helped
you?"
Then ask him if he would like for you to show him a way that he
can get the products (services) for free and/or earn some extra
money in his spare time.
6. Referral Calls
There are five things you need to know about getting referrals:
a. When possible, get the person you're trying to get referrals
from into a benefit-state-of-mind (see #5, The Customer Conversion
Call)
b. Help the potential referrer with memory joggers ("Who
is your insurance agent? Who sold you your home? Whom do you know
that is very health conscious, etc.?")
c. Offer a referral to the person whom you want referrals from.
Find out all you can about the business (and passions) of the
referring prospect and come up with ways to benefit that person
in advance. They'll be sure and return your favors.
d. Your referral will be ten times more likely to do business
with you if you can get the referring person to personally introduce
you by telephone or in person.
e. Reward an activity you want repeated. Whether the referral
given to you comes through or not, show real appreciation to the
person that gave you the referral. (This doesn't have to be money.)
At the very least, keep the referring person in the loop as to
the progress each step of the way.
7. The Elevator Speech(tm)
When someone asks what type of work you do, don't answer that
question with a sales pitch. Instead, use this Language Formula(tm)
to offer solutions to problems your ideal prospect may have:
"Do you know how...?"
"Well, what I do is..."
Add two or three problems your ideal prospect may have (financial,
freedom, career or health problems) to the first part of the Language
Formula(tm) above.
Add the solutions or benefits of what you have to offer to the
second part of the formula above.
Example:
"Do you know how...some people worry about their health and
income as they get older?
Well, what I do is...show these people a way to stay healthier
and earn a residual income in the process."
If the person you just gave your Elevator Speech(tm) to is an
ideal prospect, he or she will reveal that to you by asking for
more information.
8. Create Disagreement
I was blown away the first time I heard Tom "Big Al"
Schreiter explain this to a group in his "Super Sponsoring"
workshop. Here's how to prospect by creating disagreement.
Whenever you meet someone new, ask what kind of work he or she
does (do not ask them if they like what they do). When they respond
to your question, begin to name all of the wonderful benefits
they must surely have with that kind of job.
They will disagree with you to some degree. Even if they agree
that they have great jobs, they will still tell you some of the
disadvantages it has. It's human nature for them to react this
way.
When they tell you all of the negative things about what they
do, it gives you an opportunity to offer solutions to the problems
they are experiencing.
(BTW, if you ever get a chance to attend one of Tom's workshops,
don't even think about hesitating, just go, you'll be glad you
did.)
9. Recruit Other Network Marketers
I'm probably going to get into trouble with this one.
The experts are telling me that almost all of the recruiting in
network marketing today is going on within the industry itself.
Yet, I find it very difficult to get anyone to admit that they
try to recruit other network marketers. They say it's unethical,
and maybe they're right.
If you are receptive to recruiting within the industry, here is
a good strategy to use:
Sell your prospects on how you (not your company) will personally
help them become successful. Explain how YOU will give them unbelievable
support!
Most network marketers drop out of the business within their first
three months. The reason they do is because of poor upline support.
That's the problem to solve.
Do not bad-mouth their present company's compensation plan, products,
services, management or anything else. Simply convince them that
you are a good leader and will be there to help, train and support
them. (Of course, you must back up what you promise.)
When calling other network marketers, here are the questions to
ask to see if you have a prospect:
"Are you completely happy where you are now?"
If they say no, follow with this:
"Would you consider making a change in companies either now
or sometime in the very near future?"
10. Developing Relationships In Progress(tm)
(D.R.I.P.
System)
How many times have you seen a panel discussion of top producers
tell their story and you discover it took some of them years before
they made a final decision to get into the business? Happens a
lot doesn't it?
The better quality prospects for network marketing are usually
more cautious. They will not immediately take advantage of the
business venture because the timing may not be right for them
when you first approach them.
The way to recruit people like this is to communicate with them
on a regular basis (relationship marketing) and when the time
is right, they'll contact you.
The mistake I see people make when trying to build relationships
this way is that they keep sending information to promote themselves,
their products and their companies. Unless the prospect is requesting
this information, it will be a turn-off to them. In fact, it will
be viewed as a sales pitch.
The secret to building long-range relationships is to learn as
much as you can about your prospects, their businesses and their
families. Then, on a regular basis, provide them with specific
value that is custom tailored for them. This could be information,
referrals, gifts, acknowledgements or whatever. Just stay away
from beating them to death with your business.
A monthly (value-added) mailing followed every three months with
a simple (no selling) phone call will work magic when prospecting
the kind of people who will not consider your proposal the first
time you mention it.
That's the way to really run a network marketing business.
Are you running your business this way?
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