Posted by Peter Arnold / Canada on December 10, 2002 at 15:52:16:
Dear PN Partners:
As 'business builders' in this industry, we often wonder how best to 'promote' our business -- should it be with the PRODUCT -- or the OPPORTUNITY? This has been discussed for years -- and there are always differing opinions -- pro and con, with each.
Personally, I prefer to lead with the RELATIONSHIP -- (as outlined in the Free eBook at TGN --'Get Rich Slow' -- see link at bottom) because I feel this is what our 'people business' is all about -- but even that approach is open to debate by some.
Recently, I came across an excellent article on this topic, by a well recognized and highly respected professional in our industry -- Len Clements (Founder of Market Wave) -- and with your permission, I'd like to share it with you (below)...
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The Quintessential Qualifying Question?
(By Leonard W. Clements © 2002)
You have a prospect. Now what?
Should you lead with the OPPORTUNITY -- or the PRODUCT?
If it's the Product, WHICH product? -- Do they want to "lose weight" -- "look younger" -- or have "more energy"?
OR are they looking for "more money" -- and if so, how much? -- "great wealth" -- or maybe it's "time freedom" their really after, and all they want is to make enough so they can quit their job -- or perhaps just enough to make a car payment.
What should you LEAD with? What should you 'focus' on?
Why not A-S-K Them?
One of the greatest challenges with the proverbial "simple, duplicatable system" is that many are too simplified. By employing a no-brainer, cookie- cutter system of finding, qualifying, and closing prospects -- we're essentially shooting at a TARGET with our EYES CLOSED.
Sure, repeating the exact same scripted presentation -- sending the exact same info-pack -- and providing trite, prefab responses to every objection (or worse, just sending everyone to the exact same web site) is certainly simple, and quite duplicatable -- but it's NOT EFFECTIVE.
Yes, "opening" your eyes and aiming at the TARGET does take a little more work, that's true. But it's not rocket science, and you'll hit the target ten times more often!
Of course, it is a bit awkward to call a prospect, introduce yourself, then ask... "So, Bob, what would you like me to LEAD with?" That probably wouldn't work very well either.
B-U-T there is ONE, simple, tactful, QUALIFYING QUESTION you can kick off any prospecting call with. A question that will provide you with ALL the information you'll ever need in locating the unique BULL's EYE for each prospect -- and they'll never even know that's what you're trying to do.
Just ask them (insert 'drum roll' here!)...
==> "HAVE YOU EVER BEEN INVOLVED IN 'NETWORK MARKETING' BEFORE"?
At this point your prospect must give you one of 3 possible answers...
(1)- NO, I've never been (or perhaps the equivalent response -- "What's that?")
(2)- YES, I was once, but not anymore
(3)- YES, I am right now
Each has attached to it an 'obvious' FOLLOW-UP QUESTION (no script necessary for this system).
= If they responded to (1) -- ask what sparked their interest now (we're assuming for the moment that you're dealing with folks who have expressed some interest, in some manner, in at least some kind of MLM or Home Based Business).
= If they responded to (2) -- ask them what happened before.
= If they responded to (3) -- you'll want to know 'why' they are looking for something "different" (or, are they looking for something "in addition" to it?).
After your second tier of questioning, just sit back -- listen hard -- take notes.
Your prospect will now REVEAL 'exactly' what they want you to LEAD with.
WHAT IF -- they said they were involved in the past, but lost their downline when the COMPANY WENT OUT OF BUSINESS -- should you 'lead' with your fantastic new
energy drink -- or the power of your Compensation Plan's matching bonus -- OR ==> should you perhaps focus on the STABILITY of your company?
You don't have to wonder ==> they just TOLD you.
WHAT IF -- they said the company they are involved in right now has POOR SALES TOOLS -- and their sponsor is providing NO SUPPORT -- should you 'lead' with company stability -- great products -- lucrative comp plan -- OR ==> should you 'lead' with your company's wonderful sales aids -- your upline's effective training tools --
and all the love, encouragement and support you're going to provide them?
You don't have to wonder ==> they just TOLD you.
WHAT IF -- they respond to your first question with -- "What the heck is Network Marketing?" Or with the dreaded --- "Aren't those MLMs all pyramid schemes?"
You could safely assume here ==> that they've probably never been involved in MLM before, and you may want to postpone any discussion pertinent to your 'specific
opportunity' -- take a giant step backwards -- and begin by defining or defending the general concept of Multilevel Marketing (by the way, in the vast majority of cases you'll be defining, not defending. This is a vital and often skipped step in the process of recruiting MLM-ignorant prospects (less I offend anyone, ignorant means a 'lack of knowledge', not intelligence).
There's more detail on exactly how to handle this scenario in the article titled "The ABC Technique" on my web site. What you're ultimately going for here is to find out WHAT the prospect is LOOKING for.
Of course, you could just ask -- "What 'are' you looking for?" But with this "have you ever been involved..." approach, you'll not only eventually get the same information, you'll also get valuable insights as to what their concerns are.
So not only are you defining specific TARGETS to AIM for -- you're mapping out LAND MINES to AVOID.
This is all about ASKING GOOD QUESTIONS -- and L-I-S-T-E-N-I-N-G -- HARD.
Again, take copious notes of the conversation. Capture the key sound bites and record them on index cards (literally or virtually). Not only will it reveal what to LEAD with during this initial call -- but also how, you may want to 'customize the information' package you give them -- handle their future objections -- and focus on in follow up calls.
If you eventually do a 3-way call with your sponsor, he or she should be provided with your intel as well. This even works well with prospective prospects who have not yet expressed any interest. If you're having lunch with a friend, just ask the unassuming question...
==> "Bob, have you ever heard of Network Marketing?"
In the event Bob responds with only a YES answer -- dig an inch deeper with the more specific...
==> "Have you every TRIED it?"
This approach also works well when LEAVING MESSAGES on your prospect's Answering Machine, which they 'always' quickly return, right?
Yeah, right! This is one of the most common lamentations among MLM distributors throughout the history of, well, Answering Machines. Prospects rarely return calls. That's because, most likely, they are expecting a long, heavy handled 'sales pitch'.
WHAT IF on your Answering Machine message, you said ==> "I want to give you some FREE INFORMATION -- so I don't have to explain everything over the phone" -- but before doing so -- I want to take only a few minutes to ask you a couple quick questions about YOURSELF."
Not only have you established the fact that you are NOT going to 'pitch them' on this first, PRE-QUALIFYING call -- but you've 'established a precedent' as to 'how' this business is done. You've created the impression with your prospect that, should they get involved, they too, won't have to give prospects the 'hard sell'. What's more, rather than ask them to call you back to listen to a 'sales pitch' (akin to asking them to volunteer for an unnecessary root canal) -- you're instead, requesting that they do something we humans inherently love to do -- talk about themselves!
Try this approach. You're CALL-BACK rate will skyrocket.
Imagine you're standing in a Shooting Gallery...
One target is labeled -- TIME FREEDOM
Another target says -- LOSE WEIGHT
Another target says -- MORE ENERGY
The target right in the middle has GET RICH painted on it
Another target says only COMFORTABLE LIVING
There's even one that says PERSONAL GROWTH
And surrounding all these targets are dozens and dozens of OTHERS.
Hit the RIGHT ONE -- and your prospect SIGNS UP!
But WHICH one?
Do NOT just assume it's the easy 'center' shot (indeed, for the vast majority of your prospects, GET RICH is NOT the right one -- and if hit too often, or too hard, may even cause you to LOSE points).
DON'T GUESS -- or shoot randomly -- hoping if you 'take enough shots', you'll get LUCKY and hit the 'right' target.
Just A-S-K the 'Network Marketing Question' -- and work from there...
They'll LOVE to "tell" you!
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To receive additional information about MarketWave and its products, call 1-800-688-4766, or write to MarketWave, Inc., 2406 Canberra Ave., Henderson,
NV 89052
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Hope you enjoyed this as much as I did.
Thanks for the privilege of posting on our PN Board.
Sincerely, Peter A.
Peter Arnold, CLU, CFC
Business Achievers Academy
Nova Scotia / Atlantic Canada
Proud members of Professional Networkers - 4Life
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PS - For those who may wish to access the exceptional eBook, 'Get Rich Slow' (by John Milton Fogg) - click on my TGN link below - scroll down on the left side - sign in as my Guest (no obligations or violation of privacy) - and you can read it on screen - or download it in PDF file (to print off).