MLMU (Part 1) ==> Marketing TIPS (1-23)

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Posted by Peter Arnold / Canada on June 17, 2003 at 15:58:41:

TIP 1 - "TO BE HONEST WITH YOU..."

Whenever a network marketer gives a presentation or responds to a prospect and begins by saying, "To be honest with you" -- it comes across to the prospect that normally the network marketer is dishonest but this time he/she is going to make an exception and be honest with him/her.

Instead say something like, To be frank with you... or To be completely candid with you...

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TIP 2 - "SHALL I CLOSE YOUR FILE?..."

The next time your prospect hesitates to move forward with your proposal or keeps giving you resistance/objections, say this to them: "Based on what you're saying, this is probably not for you -- Shall I close your file?"

Selling is a game and FEAR Of LOSS is a great motivator. When you stop the game, many people will fear that they will lose out on something important, and therefore they will show more interest in your proposal. This little take-away works to your advantage because it conveys to prospects that are stalling that you're not desperate for the sale.

'Shall I Close Your File?' is also a wonderful strategy to use with prospects that are not returning your calls or canceling appointments with you. It conveys that you are not going to allow them to slap you around any longer... either YES or NO is fine, but, it's time to 'get on' with a decision.

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TIP 3 - "WHAT I'D LIKE TO DO NOW IS..."

Prospects don't care what YOU would like to do. They know that what you would like to do is sell them your product, service or program. When you try to get an appointment or give your presentation to a prospect by opening the dialogue with: What I'd like to do now is...(set an appointment/give you a demonstration/show you how you will benefit, etc.) it comes across to the prospect as if you are saying: 'What I'd like to do now is shove this down your throat, whether you are interested or not because I get to make money off of you'.

A better way to open this type of dialogue would be to say: "WITH YOUR PERMISSION, I will show you"... (my program/how you will benefit, etc.) Another way would be to ask: "May I make a suggestion? (They will say yes.) "Why don't you allow me to...(meet with you/show you how you will benefit/show you my program, etc.)

All of this conveys to your prospect that they are in control and they are allowing you to take the next step - instead of feeling that you are 'forcing something' on them that is important only to you.

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TIP 4 - "HOW MUCH TIME HAVE YOU SET ASIDE FOR..."

The next time you attend an appointment to give your network marketing presentation (whether in person or by telephone), follow your initial greeting with: "How much time have you set aside for our meeting today?"

There are several good reasons for asking this question before you get started.

1- The response you get will allow you to size up your prospect. (The more time they allow you, the more serious and motivated they are.)

2- If their plans have changed and they cannot give you the time you need to give an effective presentation, you can reschedule the appointment.

3- It conveys to your prospects that you value their time and don't plan to abuse it. This makes them feel more comfortable about your visit with them.

4- You will give a more compelling presentation when you know the prospect has set aside a reasonable amount of time to hear you out.

5- It conveys to your prospect that your time is valuable too and that you don't plan to waste it.

After your prospect responds in your favor, say this: "Thanks, I don't think we'll need that much, but I appreciate you setting aside that much time anyway."

This will further reinforce to your prospect that you are ready to get down to business and that you 'honor' their time.

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TIP 5 - "YOU CAN ACCEPT IT OR REJECT IT AS YOU SEE FIT..."

The next time you ask your prospect for an appointment or permission to give your demonstration, add this language to your request: "When I'm finished demonstrating my (product, service or program), you can ACCEPT it or REJECT it as you see fit... FAIR ENOUGH?

This little Easy Exit will 'eliminate any pressure' your prospect may feel about going to the next step with you. It conveys that it's okay to say no to your proposal (with no hard feelings) when you finish your demonstration. Don't forget that little 'fair enough?' TIE-DOWN question at the end.

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TIP 6 - "DOES THAT MEAN YES OR NO? ..."

You should know that the more yes's you get throughout your network marketing presentation, the easier (and more automatic) your close will be. In fact, if you get enough yes's, you don't need a close at all. The 'yes momentum' will carry you through.

But, how good are the QUALITY of the yes's you're getting? An 'uh-huh' or a 'maybe' is not as good as a YES, certainly, absolutely, definitely, for sure, etc.

Here's an easy way to get stronger yes's when your prospect gives you weak commitments:

When your prospect responds to your questions repeatedly with maybe, possibly, perhaps, etc. - 'rephrase the same questions' - and ask them again.

If you continue to get weak responses, ask them straight out: "Does that mean YES or NO, folks?"

You have a right to know 'how you're doing' each step of your presentation. By asking for minor yes commitments along the way, you can decide if you should continue your presentation - or gracefully DISQUALIFY them and go on to someone else.

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TIP 7 - "IF THIS WERE A BASEBALL GAME..."

The next time you have a prospect that has looked at your Network Marketing presentation and will not voluntarily reveal to you 'how they feel' about it, use this BASEBALL metaphor to see how you stand with them: "Ms. Jones, if your interest in my business program were a 'baseball game', where would I be right now: standing on FIRST Base - rounding SECOND - approaching THIRD - or crossing HOME Plate?"

This little visual you create for your prospects will usually involve a favorable response because it's friendly and non-threatening to them.

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TIP 8 - "SAY YES! ..."

Would you like to increase your closing power by at least 20%? (Say yes.) That's it! Whenever you ask a BENEFIT question, just tag on the words - 'say yes!' - and your prospects will say yes more often. And the more yes's you get throughout your presentation, the more likely you'll make the sale (new customer / partner).

Now, you will have to 'practice' this new behavior several times before you master it. Are you willing to do this? (Say yes!)

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TIP 9 - "INSIST ON DOUBLE COMMITMENTS..."

Have you ever given your presentation to a husband and wife together (in person or on the phone) and one of them kept presenting themselves as the 'dominant decision maker'? You then focused your presentation on the dominant one - only to have the 'passive' one kill your deal at the end of your presentation.

You can avoid this happening by insisting on 'individual commitments' from EACH person when asking your commitment questions. You do this by simply asking (for example) the husband - "Mr. Jones, do you see how you will BENEFIT by this program?" - When the husband responds favorably, turn to the wife (the real decision maker) and ask - "And how about you, do you feel the same way?" She will say yes, and you will avoid the problem of someone laying low to pounce on you at the end.

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TIP 10 - "FOCUS ON YOUR PROSPECT'S PAIN OR PLEASURE..."

All motivation for all animal life is based on avoiding PAIN - or seeking PLEASURE. (Think of Bill Clinton.) When you are with your prospects, listen for anything that tells you they are in pain or they are looking for pleasure. Then ask them probing questions that get them to elaborate. Questions like, "What do you mean? - "Why do you say that? - "Would you elaborate please?

The more your prospects talk about their NEEDS, the more likely they will become emotional about them. Since all buying is 'emotional', you simply build that emotion to a peak and then offer solutions with your product or service. You don't need a close because they will sell and close themselves. We call this, 'Selling By Attraction' (R).

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TIP 11 - "MAKE THEM 'QUALIFY'..."

If you were the most successful network marketer in the world, would you 'sell' people on coming into your business? Would you rant and rave about how great your products are and how wonderful your business is to every poor soul who would listen to you?

Of course you wouldn't. You wouldn't have the time or energy.If you were the most successful person in network marketing, you would be very careful about how you spent your time. You would only discuss the business with a few of the most serious, motivated people.

Why not take that attitude now? Make people go through an INTERVIEW with you to demonstrate just how serious and motivated they are before you invest your time with them. It's true that people 'want' things they 'can't have', so... make them QUALIFY before you give them any serious attention.

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TIP 12 - "WHO 'BENEFITS' FROM YOUR SUCCESS?..."

One of the greatest sources for building a WARM market list is the people you spend money with... people like your real estate agent, insurance representative, banker, long distance carrier, printer, other vendors, etc.

Make a list of all the companies, suppliers, vendors and individuals that 'benefit' from your success and give them a call. They will feel obligated to listen to your program because they risk losing your future business if they don't. And folks, as you know, fear of loss is a great motivator.

If they are not interested in your proposal, ask them for REFERRALS. Ask them to refer people to you that they do business with. Again, they have something at stake so they will usually come through for you.

This system will create an 'endless stream of people' to add to your warm market. Make your list and start calling today.

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TIP 13 - "ATTRACTING PROSPECTS IN THE COLD MARKET..."

Try this language formula when 'meeting' people in your COLD market...

Step 1: "How long have you been doing the kind of work you're doing? (Wait for response.)

Step 2: "I'll bet you're making all of the money you want to make... is that right? (They will disagree.)

Step 3: "What do you mean? (They will emotionally express their dissatisfactions.)

Step 4: "I'm involved in a part-time business that pays me a good monthly income working out of my home. This may or may NOT be for you, but I'm looking for someone with 'leadership potential' to expand my business. Would you be open to earning some extra money part-time? (They will say yes.)

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TIP 14 - "DO 'NOT' SEND CHRISTMAS CARDS THIS YEAR..."

The late, great Earl Nightingale once said that if you want to be successful, do exactly the 'opposite' of what everyone else does. Most people think that by sending out Christmas or Hanukkah cards to all of their customers each year they will receive an onslaught of new business and referrals. Not true. Your Christmas card will get lost in the flood of other Christmas cards your customers get. Think about it, do you remember any Christmas cards you received last year from your vendors?

I suggest that you CALL all of your customers the first week in January, wish them a Happy New Year and then THANK them for their help in making this past year a success for you. That call will be much more appreciated, will be remembered and will generate more sales and referrals for you.

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TIP 15 - "HOW TO CLOSE ALMOST 100% OF YOUR PROSPECTS..."

Harvey Mackay in his wonderful book, 'Swim With The Sharks'... wrote that if you 'knew enough' about a prospect, the odds of selling / recruiting him or her would be about 100%.

Ask questions that 'develop relationships' with your prospects and their families. Write the information on a form or enter it into a database. Find out everything you can about their passions, hobbies, goals, children's names, hometown, etc. Make a big deal out of their birthdays and anniversaries.

The more you 'know' about your prospects, the more opportunities you will have to contact them. And every time you contact them, the more sales, the more distributors and the more referrals you will get.

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TIP 16 - "MAKE YOUR GOALS A 'SECRET'..."

There is something strange and awkwardly wrong about revealing our dreams, desires and aspirations to people that are not 'harmoniously involved' in bringing those dreams to reality. It seems to sap the energy right out of our ideas when we brag about what we're thinking and doing.

There are at least two good reasons for keeping goals a personal secret:

First - some people have a tendency to be 'jealous and resentful' of our accomplishments. There is no benefit to them if we can make our dreams come true. If we do great things with our lives and they do not, it makes them look inadequate. So, why would they encourage us to do things that would make them look bad?

Second - TALKING about our ideas and plans to the 'wrong people' will work against us... regardless of the final outcome. If we discuss our goals before we achieve them, we have already received much of the reward at the time of the announcement. Therefore, talking about our dreams and desires actually diminishes our ability to do them! And if we don't accomplish the goals we've predicted, we look ridiculous.

Conversely, if we keep our dreams and desires a 'secret', it seems to give them a special energy and power that helps us bring them to reality. And if we don't reach a particular goal, we don't have egg on our faces. Keep your dreams, desires, aspirations and plans to yourself. Let your actions and outcomes speak for themselves.

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TIP 17 - "HOW TO MOTIVATE YOUR 'INACTIVE' DISTRIBUTORS..."

When your distributors are in a rut, they need to see YOU doing the things that you want them to do. The two most important activities they can do are - 'making calls' - and 'making presentations'.

Invite them to watch (listen) to you give your presentation. When a distributor watches (listens to) you give a presentation, only two things can happen... and both are good:

1- The presentation is a success -- When your downline distributor sees you give a successful presentation, he (she) will be thinking that he (she) could have done the same thing had that been his (her) presentation. (That will motivate him or her.)

2- The presentation is unsuccessful -- If you do not have a successful presentation, your distributor will realize that you can fail at giving presentations and still be successful. The key is to give lots of presentations. (That will motivate him or her.)

One more thing: If you're not taking unmotivated and inactive downline distributors with you to watch you give presentations, you are the problem, not them.

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TIP 18 - "HOW TO ELIMINATE 'APPOINTMENT CANCELLATIONS'..."

Before going on a face-to-face or phone presentation , call your prospects and 'confirm' your appointment with them using this powerful language:

"Hello, Mr./Ms. ________? This is _________. I've put in a lot of work preparing for our meeting tomorrow night, and I'm calling to let you know that I'll be there (calling you) right at 7 p.m. as we both agreed.

This language will not only pique their interest, it will make them feel guilty about canceling the appointment.

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TIP 19 - "NO WONDER YOU LOOK (SOUND) SO HAPPY!..."

If you can't win prospects over with LOGIC, win them over with HUMOR. By incorporating humor into your presentation, you actually draw your prospects closer to you. People want to do business with people they like and trust. Incorporating light humor into your presentation is a great way to make prospects like you. When your prospects tell you anything like:

I'm divorced
I'm single
I'm married
I've never married
I don't have children
My children are grown and gone

Respond with, No wonder you look (sound) so happy! They will laugh (attracting them closer to you).

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TIP 20 - "WHO'S THE 'BOSS' IN THIS FAMILY?"

Wouldn't it be nice to know who the BOSS is 'before' you give your presentation to a married couple? If you knew who the REAL boss was, you could direct your important questions to that person knowing that the spouse will agree with everything he/she says.

Here's the way you find out who the boss is:

You ask an 'open-ended question' without actually directing that question to either one of them. The question could sound something like this (either at a home meeting - or on a phone call with both spouses on the phone):

"Folks, let me start by asking... why did you decide to look at this program?

The first person who speaks is the BOSS.

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TIP 21 - "AVOID THE WORD 'JUST'..."

When speaking to a prospect, try to avoid using words that give an impression that you are 'unsure' of yourself...

"I'm JUST calling to touch base with you and..."

"I JUST wanted to go over the material with you and..."

"I JUST wanted to ask..."

"I'm JUST calling with some new information regarding..."

Look at the difference it makes by simply 'removing' JUST, and slightly changing the wording:

"I'm calling to touch base with you and..."

"I'm calling to go over the material with you..."

"May I ask..."

"I'm calling with some new information regarding..."

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TIP 22 - "TAKE YOUR PROSPECTS TO A 'SAFE' ISLAND..."

How would you feel if you were about to embark on an adventure to an 'unknown island' for the first time?

You might envision wild animals, dangerous waterfalls, explosive volcanoes and quicksand! Not knowing where you were going or what was going to happen, might make you feel 'unsafe'.

Suppose however, that upon meeting your guide, she first 'took you on an imaginary tour' of the island explaining where you were going and what was going to happen. By pointing out that while you would encounter wild animals, waterfalls, volcanoes and quicksand on the island, there was no danger whatsoever on this tour. You would feel a little safer, wouldn't you?

Just like in the dentist's chair - we like to get a 'preview' of what's ahead.

Why not take your prospects on a safe island BEFORE you give your presentation. Tell them in advance what you're going to be talking about and what they will leave with after your meeting. Wouldn't that make your prospects feel a little more at ease before you start your presentation?

Take them to your safe island... you'll be glad you did.

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TIP 23 - "THANKS FOR BRINGING THAT TO MY ATTENTION!..."

As a manager of a 'people business' (like network marketing), one of the coolest things you can do is THANK your distributors and customers for bringing their complaints to you.

Why? Because it's not the 'good' things you hear about that make you successful, it's the 'bad' things you DON'T hear about that make you fail.

It would actually be to your advantage to call your customers on a regular basis for the purpose of 'weeding out any dissatisfactions' that could be lurking and festering. Once discovered, you could nip them-in-the-bud so to speak. This is also a great way to develop close relationships with those who make you successful.

When you thank a distributor or customer for bringing a problem to your attention, they leave 'feeling respected and appreciated'. They also leave feeling that 'they' just contributed to your future success. They like that.