Sales Presentations and Web Sites

We have learned a lot of things thus far so I just wanted to review at a high level. In MLM, you can sell or you can sponsor. You can do either or both by networking or advertising with the objective to get warm leads and give them a sales presentation. You can advertise for free or for cost, off line or on line. We learned that a sales presentation could be a one step or a two step process, with the final step using mostly company or company approved materials. We also learned that in sponsoring or recruiting, you mostly sell yourself and your ability to help your prospect become successful, avoiding references to your upline or company until necessary. We also learned that image is important and we build image by being professional and not by spending lavishly. Your advertising can be used for image building by telling the viewer what they should think of your company, but mainly advertising is used to gather leads.

Your sales presentation can be given in person, by video, or with printed materials but at the point you mention the MLM company or it’s products, you need to use company approved materials. I wouldn’t be too worried about writing a cover letter with key points for joining but the company usually has very good materials and you won’t get in trouble with them for using their materials. If you build your own presentation, you must work with your upline or company to make sure your materials are not going to cause you a problem.

A website can be your sales presentation to your prospect but again you must check with your upline or company about the requirements for selling or sponsoring online. Your website can do everything from beginning to end without your presence, which is great if you have prospects who want to do everything themselves. I would also allow some offline options, i.e. sending your prospect printed materials.

A website can also do so much more than deliver a sales presentation. You can use it in many ways to relieve you of telephone duties. Mainly you learn why a customer or prospect calls, then try to provide the information they need on your website. It doesn’t prevent all telephone calls but prevents some.

When you are starting out, it is important not to spend tons of money on things, but you can develop your own website with free tools that are available. It is definitely not so important to develop a site that you must spend hundreds of dollars. In fact, your upline may actually have a prospecting web site that you can use to provide information to your prospects.

Demographics, Metrics, and Advertising on the Internet

We are going to do a little review today since we have talked about so much so far. We have talked about selling products and recruiting, and I often mix the two because doing both is similar in a lot of ways. For this article, we are going to talk about the effort to recruit or sponsor a new distributor for your company. If we choose a random person out of the population, we learned that perhaps 1 in 100 will eventually join. And of those that you sponsor, only 1 in 100 will sell and or recruit. In other words, to get three producing distributors, you must contact about 30,000 people.

We learned that we can improve the odds of sponsoring, or reduce the number of people we contact, by contacting the right people. We do this by devising a demographic profile for a person who would sign up as a distributor. For instance, the person might be interested in business. They might be your best customers who want to buy at a discount. They might be top sales people. There are many answers to who might be someone who wants to be your distributor and you may start with one picture and change it later. But the more specific and accurate your picture is, and the more you can find people who match it, the fewer people you will have to contact before somebody signs up.

A metric is simply a measurement and we can use it in the following way: you must contact 100 people per distributor signed; that is a ratio of 100:1. As we improve our method of finding and qualifying people, hopefully our ratio falls to 10:1. Note that these are sample figures and only to be used for illustration. It might be that it takes 1000 random people to find 1 distributor, it really depends on many factors. But the point is that it takes much more random people contacted to find a distributor then if we only contact people that fit our demographic profile. And by continuing to improve our profile, we can improve our ratio.

Advertising on the internet can be great because you can be really, really specific about your demographic profile and actually find people that match it. In addition, you can do all kinds of metrics through tools provided to you or tools that you create yourself. For instance, if you do search advertising with Google Adwords, you can have Google display an advertisement when a particular search is done. For instance, when somebody searches “home business ideas”, it will pop up your ad. If the searcher likes your ad, they will click on the link and go to your site. A Google Adwords ad is sort of like a classified advertisement so you can also filter your prospects by wording your ad just right.

Google Adwords provides business people with all kinds of tools to measure the effectiveness of their advertisement. It shows how many times your advertisment was shown, for which search terms, and how many times searchers went to your site. The click-through ratio is a measurement of displays to clicks. You can also measure warm leads to clicks pretty easy by seeing how many visitors request information. Web space providers often provide data on unique visitors and much much more.

Google Adwords is just one example within a virtual universe of endless possibilities. Please feel free to do research on internet advertising by doing a search and see what you can come up with.

Advertising on the Internet

When you think of advertising on the internet, you may think of a web site. In my opinion a web site is not advertising but is your full sales presentation. You can build a website but that does not get you prospects. You must advertise your web site in order to get visitors, which could be prospects if they came to the website via a marketing message. Visitors may also be many other things such as spies or accidental tourists.

So you have built your web site but have no visitors, hence no prospects. What can you do to get prospects? Yet again you must advertise, somehow, to get prospects. Advertising for a web site can be done offline but this article is about advertising on the internet. Online advertising can be done in a variety of ways, some free and some for cost. Free advertising might be done by submitting your website to a search engine, posting a link to a free-for-all links site, or posting a classified advertisement. It can also be done via a social networking site like Twitter, Myspace, or Facebook.

Pay advertising can be done through various website. When you pay for advertising you should be guaranteed to get visitors to your site. Google has adwords which will post your advertisement in various places and charge you only when somebody clicks on your link.

One thing I had mentioned before is that you can advertise on the internet without having a web site. For instance, you can place a classified advertisement that has a prospect call you on the telephone for further information.

There is advertising galore available on the internet and you can do a google search to find more information or examples. If you want free advertising, search for free advertising. Regardless of how you advertise, your objective is to get prospects so you can give your presentation to them, whether on your web site, over the phone, in the mail, or in person. Not everyone will become a customer or distributor so we are seeking a constant inflow of prospects.

Advertising is a way that we can clone ourselves and not personally give a marketing message to each potential prospect. In other words, our objective with advertising, free or otherwise, is to save ourselves time. If it costs us more time to advertise than if we contacted people personally, we are doing the wrong thing.

I will post information soon about building a web site.

Motivation and Metrics

I have much more to talk about with regard to advertising, but I thought we would take a break today. And that is what you need to do sometimes because you have to enjoy your life. We get so busy beating our head against a brick wall in business that we do not realize we still need to be social, we need other activities, and generally we need to do things we enjoy. If you cannot both live your life and run your business, you will not be someone that people want to be around. It might also be a good idea to avoid business talk in social situations, where we are getting away. Note that we sometimes use social situations strategically for business, but there is a time and place for this.

It can be hard to stay motivated and getting away is one thing we can do to remain motivated to keep pressing on with our business. It is tough going day after day networking to build your business and have nothing happen. I am sure you ask yourself whether this is worth it or not. To determine whether it is worth it, perhaps you measure by looking at sales per contact or new distributors per contact. Personally, I would set the bar a little lower. How many contacts are you making? Of these contacts, how many act interested? You can use this to gauge warm leads per contact. If you are getting any warm leads at all, you are doing pretty well and you should pat yourself on the back.

If you are getting no warm leads at all, perhaps your demographic profile is a bit off. It might be a good idea to look at this and make adjustments. Are you contacting enough people? If your demographic is good and you are contacting these kinds of people, at least one in ten should show some interest. If you are contacting random people, your ratio may be as low as 1 in 100, which can be very discouraging, so make sure to contact the right people.

Metrics is about measuring, as we were measuring warm leads to contacts. We can also measure many other things and try to improve these measurements. However, remember that we want to sponsor the right distributors not just anybody, so we need to do things properly to make sure the right people join. This may mean that only 1 in 100 contacts join but that is ok. Better one hard working distributor than a bunch of drop outs or MLM junkies.

One thing about selling product that you probably need to know. Once you have a lead that wants or needs your product, you need to ask for the sale. I like something like this: If you buy today I can offer you a 10% discount. This creates a little urgency and offers a bargain to the customer. Closing a sale is important in selling but the opposite is true in sponsoring. People will sign up in their own time and you should be there when they have questions. They need to want to do the business, so let them sign up when they are ready.

Advertising in the MLM World

There are legal issues involved with advertising opportunities that you need to be aware of. There are often issues involved with using a company’s name, product name, and product likeness that you also need to be aware of. At this point, I am not going to go into detail about what you can and cannot do or can and cannot say, but I will say that your company probably has published rules or approved advertising. Bigger upline organizations will also be well aware of company rules and can help you out when and if you want to advertise.

You can choose to promote your product or opportunity in advertising by avoiding the company name (i.e. Amway) and such, but you do have to be aware of the laws involved with advertising. I personally feel comfortable with an advertisement if I am telling the truth and am giving the reader realistic expectations. I have seen bigger business people fail the second test and get in trouble. I mean, sure you can make $1 million a month, but nearly all distributors will fall short of this amount. Even using possible, i.e. $1 million a month possible, does not let you off the hook for setting high expectations. Even if you quote your own commissions, you may still be setting unreasonable expectations so be careful.

For an advertisement to be successful, there has to be something delivered or desired in return for the effort to respond to the advertisement. Free information is ok to use, but free information about what? Free information containing secrets about multi-level marketing. That is more substantial. But do you actually have secrets about MLM that others do not know? Again, we do not want to create unfulfilled expectations.

An important part of advertising is filtering. We not only want to attract people interested in the opportunity, we also want to filter out people who will waste our time, sign up and do nothing, or generally be a problem for us. Setting reasonable expectations helps, but we need to craft our advertisement to attract good people while avoiding others. For instance: Easy money in MLM. Make money while watching TV. This would not be good. Try this instead: Hard work in MLM is rewarded. Free report.

Your follow up information must fulfill your advertisement and generally should be a presentation for your product or opportunity. You could use a two step approach, giving a bigger advertisement on the first mailing, then delivering the presentation on the second. You could also do a one step or two step with a personal presentation at the end. Because the presentation is going to be specific to the company or the company’s product, you should use the company’s materials or have your materials approved by the company. A cover letter on letterhead is generally ok, but anything that goes into detail should be company approved.

I am going a little long with this blog and there is so much more I want to say about advertising. I guess we will have to continue tomorrow.

Free Advertising

A cynic would say that there is nothing free in life, that everything has a cost. Free advertising does have a cost and that cost is your time. Sure there is no monetary cost, but advertising for free will eat up a lot of time for the result you get. Still, when you are starting out, you have more time than money so spending time to advertise is a better choice than spending money.

Before I get too deep into where you can get free advertising, we need to define what advertising is. Advertising is a way to sell your product or opportunity without you personally making a sales call or presentation. It is your marketing message given out in your absence.

Advertising is meant to do one of two things or both: Gather leads for your product or opportunity and or create an image for your company. Good display advertising should do both. In classified advertising we are probably just asking for leads. These are two ends of the spectrum and there are many possibilities in between.

Print advertising is not the only game in town either. You can advertise on television or on youtube. You can also advertise virtually on line, which can be similar to display advertising or can do much much more. Media advertising is not the end of the road either, because you can deliver your advertisement directly to your prospect. For instance, putting a business card on the bulletin board in the grocery store or hanging flyers on the front door of homes.

So you can start to see how advertising can be either truly free or kinda free. You will have to spend money to print flyers or business cards but there is no cost beyond that. There are also many free classified sites online that you can make use of. You probably will get very few leads this way but the leads will be free.

Let’s talk for a bit about what makes a successful advertising. I had talked about demographics and asking for what you want in another blog. You can apply these to advertising also. To get the best response to an advertisement, you need to advertise where the viewers are interested in what you are advertising. For instance, if you sell children’s books, you may look into advertising in Parents magazine. This is an example and advertising in Parents would have a cost, but you can see what I mean.

Your advertisement must also be carefully crafted so that you are asking for what you truly want. For instance: Sell household products for profit. Free information: SM, Box 5432, Chicago, Illinois 60652. The responses to this advertisement will be people who consider themselves sales people, and who are not put off by the idea of selling household products.

These days, you can also create a web space for free or very little money and direct people to visit. Many people use twitter or facebook to get out a marketing message, which are both free. Do a google search on free website for more possibilities. I will write more about advertising in future blog entries.

The Difference Between Selling and Recruiting

The major difference between selling a product and selling an opportunity is really not much. In fact, you could sell them in the same way. However, you really want your new distributor to want to build their business so you want to avoid any pressure to sign up. In fact, you may want to give them a lot of space to decide that they really want to join and be successful.

Often in recruiting, you need to find the right person at the right time. They may be ready to jump right in, they may be looking at several opportunities, or they may just be procrastinating. In any case, asking or pressuring them to join is the wrong move. They will do things when they are ready, or they may do nothing at all. The best thing you can do is to keep looking for new prospective distributors and not worry about the ones who may join.

Another thing you need to understand is that besides an opportunity, you are selling a lifestyle. Your lifestyle in fact. Take a look at what you do on a day-to-day basis. What would other people think about your lifestyle? Not to say that you need to spend money lavishly to attract distributors, you don’t. You just need to be the kind of person other people are attracted to, the kind of person people want to be. If you are obsessed with your business and look nervous all the time you will attract no one.

One last thing about recruiting: Remember that you are the big fish. You should never sell the prospect on what your upline, sponsor, or company can do for them. You sell them on what you can do for them. Which leads me to this point: What can you do for your distributors? What special skills or aptitudes do you offer? Consider this before you begin talking to prospects.

Image can also play a role in sponsoring. Again, it is not about how much money you spend. Millionaires make a lot of income but spend very little of it. If you drive a Mercedes or an old beat up pickup, it does not matter. Image is more about being professional. Having nice looking business cards. Being a company rather than an individual. Having nice looking presentation materials. Looking well dressed and groomed. Image can also be how well you follow through. If a person asks you for something and you promptly get it to them, that will go a long way.

I would like to finish by reviewing key points: You will do well at sponsoring if you can identify your distributor’s demographics (a description of who they are), find people in that demographic, present to them (i.e. give them a video), be the big fish by giving them advantages for working with you, then let them have their space. Follow up but avoid pressure. Then find more people and do the same. Don’t worry about sponsoring, it will happen.

About Demographics

Demographics is a description of a subset of the population. For instance: Men, older than 60, that own their own home. If this is the demographic of your market, then this is who you want to seek in order to sell your product. Not that you will sell your product to all men older than 60 who own their own home, but that you will have an advantage with this group of people to where you will sell more to them as a percentage than the general population.

This is how you change the odds more in your favor. You define the kind of person who would want to buy your product and then you find people like that to sell your product to. Rather than selling 1 in 100 people, you may sell 1 in 10 (as an example). Plus your product will captivate the interest of your target market more than the general population so your feedback will not be so negative.

How do you define the demographic for your product? Let’s take an easier example, say you sell toys. Who is your target market? It could be children that are the right age to want the toy. Probably either a boy or girl. Let’s think about this a bit more though – do children this age have the money to buy toys? If not, perhaps you are looking for their parents. So you demographic may be parents of boys between 8 and 12. You can do the same with virtually any product.

So then how do you find your target market? There are many ways that are only limited by your imagination. Remember that starting out we want to try to avoid spending money as much as possible. So perhaps we can make a list of everyone we know and call them one by one (cold calling your warm market), which sucks but stay with me a second. Rather than asking them if you can make a sales presentation to them or talking about business, maybe you just ask them if they know anybody who has children around 10. Make a list of these people then contact them. Again, rather than specifically selling these people, let them know who you were referred by and ask them if they know anybody else who has children around 10 that are shopping for toys for Christmas (or something similar). Often they will refer more people or talk to you about your product. The idea is not to hard sell but to make contacts, get them information, and get referrals. Sales come from warm leads (people who show a strong interest in your product) not from pressuring people to buy stuff they don’t want or need.

The important thing in finding your market is to ask for what you want.

How do you sponsor then using these techniques? You must first define the marketing for your business opportunity. Perhaps they will be women in their 30’s that want to make a little extra money. Or they may be your best product customers who want to save a little by buying from themselves. Or they could be people who have expressed an interest in being a business person. Use your imagination, there are many possibilities. You may also be able to refine your market once you begin working your business.

From there we find members of our market, get them information if they are interested, and get referrals.

Please note that calling people and getting referrals is only one method of finding members of your market. You can use your imagination and find other free ways to make contact with people within your market demographic. For instance, I used to post coupons on the bulletin board at the grocery store. You can also advertise for free on line using classifieds. Make sure to ask for what you want.

I will write more about how to advertise effectively with and without spending money in future posts.

Reasons To Do Multi-Level

I have probably spooked you into believing that it really isn’t worth it to do multi-level marketing. The main reasons to join a multi-level marketing company and work so hard is that you can make a lot of money and become financially independent. That is not to say that everyone who does multi-level marketing is wildly successful because they aren’t. You really have to know what you’re doing. But if you do know what to do you can make a ton of cash.

We had a total group of around 350 distributors and made between $14,000 and $20,000 in monthly commissions for two full years. That is what multi-level marketing can do for you. Unfortunately, we were working with a dietary supplement company that had the #1 product in the 1990’s, but in 1999 imploded because of issues with the health of its users, lying to the FDA, and getting a lot of bad press. I am not going to mention the company’s name but if you know the industry you can probably figure it out.

Our group was about 50% dropouts who never did anything, 45% small salespeople who sold a little product, and the rest hard-working sales people who could both sell and sponsor. We probably had three big fish who could really sponsor. We were part of the distributor advisory board for the multi-level marketing company and met people who did over $1 million per month in commissions, so we were not the largest by far. So the company had really, really big distributors and really, really little distributors (and dropouts), despite the major success of the product.

So how do you go from being the little guy to being the big fish? You find what works and you do it over and over, and bigger and bigger. Spending money is out of the question when you first start, but money can give you leverage to grow larger quickly once you have gotten to a certain level. You just don’t want to spend it foolishly, and spending it on big unproven advertising campaigns is always out of the question. I will post more about advertising in the future, but for now, spending money on advertising is out of the question when you are just starting. In fact, spending money on anything that you can do for free is out of the question.

Back to the multi-level marketing company for a minute. The company’s product was great, but the company’s business practices and attitudes caused them to run afoul of the media and the government, and ultimately their customers and distributors turned on them. This is sometimes what happens with a quickly growing company. They don’t know how to handle the growth and end up destroying themselves. This is not a good situation when you are depending on them for all of your income. Sometimes going with the tried and true is a better idea.

Why Can’t I Sponsor?

Sponsoring is recruiting new distributors into the multi-level marketing company. Once a distributor is sponsored under you, you share in their sales success. They can also sponsor other distributors, which also contributes to your commissions.

It is nearly impossible for a new distributor to sponsor because they seek people from their warm market to join, like family members, friends, neighbors, and other people they know well. The problem with this is that given any individual person, the person is very unlikely to want to start a new business.

This is very depressing, isn’t it? The warm market you are depending on probably won’t want to join. It gets worse. Your warm market knows you and are unlikely to believe that what you have is incredible or even credible. After all, they’ve known you for a while and you are not the kind of person who can do this kind of thing. People outside of your warm market are actually more likely to join because they have no preconceived notion of who you are.

More bad news: Let’s say you contact one new random person a day, how long would it take you to sponsor a new distributor? In my experience, with a rapidly growing company, you generally could sponsor 1 in 100 people. That is a very general estimate and it may be easier or harder to sponsor based upon a lot of factors.

Even more bad news: Your one distributor is unlikely to produce. Typically 1 in 100 distributors will sell and sponsor, many will drop out and many will do very little.

So to get three producing distributors, as your sponsor says you need to be successful, you need to make contact with about 30,000 different people. You can see that the typical way people are recruited is a recipe for failure.

So how do you change the odds? By contacting random people you can expect the information above to be true. If you want to sponsor more of the people you contact, you have to contact the right people. Better yet, you need people to come to you. I will write more about this soon.

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