Network Marketing is a great business that offers many
people the ideal alternative to a traditional job or business.
Do you know a better way for the ordinary person to achieve
independence from the tyrannies of working for someone
else or from the day-to-day headaches of running a business?
It's terrific being your own boss and in control of your
own time and financial rewards.
Sometimes the biggest problem in MLM is what to put on
your business card: President, CEO, Marketing Director,
Independent Agent or Queen of the World. We tend to overlook
the other important roles of Envelope Licker, Gopher,
Secretary, Accountant, Student, or the most important
role in your company - Chief of Staffing.
(Part I - Finding Leaders)
Recruiting is the lifeblood of your MLM business; yet
we tend not to treat it as a vital professional function.
Most people base their efforts on some pretty haphazard
MLM industry approaches. How many times have you heard,
"It's a numbers game"? The theory being that
if you talk to enough folks some will try your product,
some percent of those will become distributors and some
fraction of the distributors will evolve into leaders.
Do you know what the standard industry conversion rate
is? Neither do I.
How about your personal conversion rate?
Out of 100 people you talk to, how many buy product,
become distributors and go on to be leaders? Probably
not enough. So let's re focus our efforts. Your goal
for a successful network marketing business is to find,
sponsor, and retain leaders.
These are the You, Inc. Division Heads. These are the
people you need to apply successful traditional business
methods to recruit and keep.
You'll want only the best people on your leadership
team. To attract them you need to know what they want
and be prepared to deliver it. The top people want to
be associated with other successful people in the best
companies.
For now, let's assume you've already applied our training
in branding and market positioning and that Your Company
is seen in the best light.
There are two things that have to happen - you have
to find candidates or they have to find you.
Ok, let's look at just one way the top Executive Recruiters
go after talented individuals:
Always be on the lookout for above average folks - people
at the top of their profession, clerks who give outstanding
service, an impressive speaker, columnist, anyone driving
with vanity license plates.
Introduce yourself and say you were impressed with their
speech, car, service, etc., hand them two of your cards
and state that you would like to talk to them if they
ever consider a career change or business opportunity.
Then be quiet and smile.
Now it's their move.
They will either say thanks-but-no-thanks, or they will
ask for more information.
If they say no thanks, just ask them to hold on to your
card or pass it on to another sharp friend.
If they want more information, then set an appointment.
Yes, resist the urge to launch into your Technicolor
brochures and laser-light presentation.
Professionals work by appointment; even if you set the
appointment for 15 minutes later, on their break, or
over lunch - set the appointment.
We'll come back to the interview appointment after we
examine the other scenario -
Q: How do candidates find you?
A: In order to attract high caliber folks you must be
positioned and perceived as a leader with the best opportunity
with the premier company in your field. You craft a
Marketing Message and Customer-centered Benefit Statement
that perfectly conveys your advantage over the competition.
Now you will communicate this message at every opportunity
and through every appropriate media. Here are a few
online and offline places to deliver your message:
1. Weekly and local business newspapers
2. Networking Business Clubs
3. Professional Associations
4. Church Directory
5. Personal Letters
6. Talk Show Guest
7. eMail Newsletter
8. Online Chat Rooms
9. Internet News groups
10. Online Free Classifieds
11. Billboard
12. Trade Shows
Craft your ads so that they help disqualify inappropriate
applicants. Your goal is to interview, qualify and sponsor
high potential candidates.
(Part II - Sponsoring Leaders)
The interview process is designed to get the candidate
to ask to join your opportunity. Even though you are
looking for front line leaders, a happy by-product of
this process is that you will also sponsor a lot of
people deeper in your organization.
Now let's run through the basic qualifying interview.
Use that exact term with your candidates: "Let's
set up an appointment for a qualifying interview",
or, "and you'll get all your questions answered
during the qualifying interview".
First, we'll look at the basic structure for the interview,
then we'll go though a typical scenario.
The nine elements of the qualifying interview:
1. Discovery
2. Romance
3. Confirm
4. Educate
5. Qualify
6. Take Away
7. The Trial
8. Guarantee
9. Commitment
Now we'll try the process with what many feel is the
most difficult candidate - a high-level executive with
no formal sales background. We'll call the candidate,
Kim, and the interviewer, You.
Kim: Exactly what is that you do?
You: Terrific question! I don't know if this is for
you or not; but we'll get that and all your questions
answered by the end of this qualifying interview.
What was on your mind when we set up this meeting?
[Your opening statements are designed to give you control
of the interview; you have put the candidate at ease
with a low-risk out, set the stage for the take away,
assured the candidate that their concerns will be addressed
and asked the probing question - this is where you listen
closely and discover what's important to the candidate]
Kim: I've been in purchasing at Major Corp. for six
years and feel like I'm not advancing anymore.
You: Glass ceiling?
Kim: I don't think so; business has been flat the last
few years and there's no growth or new openings.
You: Well, you've done great at Major Corp. It must
be an interesting field to be in.
Kim: It was more exciting at first when I got to travel.
You: Oh?
Kim: Oh, yes! (and Kim's into a 30 minute passionate
travelogue)
[Now that you know what's important to the candidate,
begin the Romance by tailoring your presentation to
hit the candidate's hot buttons]
You: ...and we just took our Top Executives, people
like yourself, on a seven day Caribbean cruise for Leadership
Training and R&R...
Kim: And you get paid to do this?!
You: Y'know, Kim, this isn't for everybody, and I'm
sure you have some questions or concerns.
Kim: I'm still not clear on exactly how you make money
or what I have to actually do...
You: Let me tell you about Pat, one of the leaders in
our organization and what Pat's been doing to earn a
five-figure monthly income...
[At this point you edify Pat, who is in your upline,
and Educate Kim about the easily duplicable profit building
activities. Let the candidate in on one of the methods
of creating prospects on demand]
Kim: ...and the commission checks keep coming in forever
even if I stop working?
You: Does this sound like something you'd be interested
in?
[This is the Confirmation Step before going on to Qualifying
and the Take Away]
Kim: You said Pat started part time...
You: Kim, not everyone becomes a leader in this business
and most people discover their talent for it by beginning
part time. And some of the best in the industry never
got around to going full-time! Let's say you qualified
to start part- time, could you find about 10 hours a
week to build your business?
[You've positioned the take away and are into the process
of qualifying the candidate by finding out if they have
the time, money, equipment, support, understanding,
and desire to work the business]
Kim: ...and my nephew said he'd come over and get me
set up on the Internet!
You: That's great! Kim, I'm looking for someone to take
a leader- ship role in building a large, profitable
organization. Based on your past achievements and the
interest you've shown today, I think you could be very
successful in this industry... Kim, this may not be
right for you...
[I'm sure you've figured out that this is the "take
away" phrase - not only does it put people at ease
but gives both parties a graceful out. It is also a
great way to answer every objection, "Well, this
doesn't sound like a good fit for you..." In this
case, we want to work with the candidate, but are playing
a little "hard to get" - and if you don't
think that raises desire then you haven't dated in a
while!]
Kim: It sounds perfect for me, where do I sign?
You: In order to give you the best shot at succeeding
as a part- timer, I suggest beginning on our Fast Start
Qualifying Track; this is the best and quickest way
to demonstrate leadership while working just a few hours
a week... Does this sound like a good way to start?
Kim: I want to be on the next Cruise!
You: Terrific!
[Out comes the paperwork, pens, credit card, Fast Start
gift, etc. Don't rush this part - double check everything.
Next comes the Guarantee and Commitment]
You: Kim, I'm really glad we'll have a chance to work
together - and if anytime you decide this is not the
right choice for you, then I'll refund your basic startup
distributor cost. And if you decide to really build
your business, I'll be there for you; for every step
you take, I'll take one with you.
Congratulations! You've just personally sponsored a
sharp leader who will catapult your business into the
stratosphere.
(Part III - Retaining Leaders)
Now you're ready to concentrate on retaining the leaders
in your organization. This is so simple you'll wonder
why attrition is a problem. There are three key ingredients
necessary for keeping the best people in business with
you.
The first is something we all do and that is to make
sure every new distributor gets a check in their first
thirty days of activity. Make sure they are working
with your duplicable systems and concentrating on the
single daily activity that will earn them the most.
Make certain they have all the back-office tools, training
and marketing material they need to get started day
one. That first check is great to reinforce belief and
build their personal story of how great the business
is.
The second key is to maintain regular weekly contact.
This can be done via phone, fax, email, newsletters,
post cards, even a private internet message board or
online chat. Your distributors should get something
of value from you every week - a training schedule,
sponsoring tip, article reprint or newspaper clipping.
All of this is addition to the 1-on-2's, 3-ways, and
conference recruiting calls. Remember to send birthday,
anniversary and holiday greetings.
The third secret of the professionals is to provide
attention, recognition, and public praise. Honor your
Upline mentors and edify your Successline distributors.
Use your newsletters, conference calls and company events
to congratulate and thank your leaders. Let them know
specifically what you appreciate most about their contributions.
Celebrate every achievement. Reward your leaders and
let them know they are special.
That wraps up this session. We've covered the basic
steps of Finding, Sponsoring and Retaining Laders that
will help you build a profitable and sustainable business
in Network Marketing. See the following resource box
for pointers to expert advice and useful tools.
I'd love to hear your comments, suggestions and success
stories.
Best of Success -- Stephan Iscoe, Stephan@MLMProfit.net
http://MLMProfit.net - The #1 MLM Resource
This article copyright 1998, Stephan Iscoe, MLMProfit
Network. Permission granted to reproduce, copy and distribute
this article only in its entirety and including this
statement.
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