Q:
I'm new to network marketing and want to really build my
business. Most of my prospects live too far away for me to go see
them. What's the best way to recruit them? I don't have the
money to fly to see people all over the country.
A: In
the MLM business, what you're referring to is called "long
distance sponsoring." This form of recruiting is critical to
the success of today's technologically empowered organization
builder. With many of today's companies offering worldwide
sponsoring potential, knowing how to communicate a compelling long
distance message can substantially impact your profits.
A forward-thinking company already has many of the tools needed
to assist you. These consist of brochures, audio and video tapes,
and other leave-behind pieces or direct-mail pieces. Unfortunately,
nondiscriminent use of these recruiting tools can be expensive and
means it's difficult to measure the results. Most companies
also support distributors through company-sponsored national
conference calls and fax-on-demand systems. Probably the two most
important tools used today by successful business builders are the
telephone and the Internet. With the competitive cost of long
distance services and the increase in prospects who are online at
their home and office, these are the areas to which you should
direct most of your long distance sponsoring efforts.
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Long distance sponsoring consists of two approaches. First, you
have to work your "warm market." These are the people
with whom you already have a relationship and who are usually open
to your message. The second area consists of the people you
don't know personally but who need to hear about your
opportunity. Herein lies your biggest opportunity.
Working with your warm market is easy since your personal
relationship assures an increased opportunity for a positive
telephone interaction. However, having a concise and compelling
phone presentation is still important. Your warm market contacts
will receive you well but may turn cold to a recruiting pitch if
you don't approach things correctly. Working with your
"cold market" (all those strangers) is a bit different
and requires some additional skills.
No matter what type of prospect your long distance prospect is,
for the best success I recommend using the buddy system of
sponsoring. Not everyone is a sales "closer" (someone who
knows how to get a prospect to say yes to a sales offer). It takes
experience and, to a great extent, instinct to do this well. Using
a team approach works best. In typical network marketing
situations, a new distributor will set up a personal appointment
with a prospect and take their sponsor, or a skilled upline member,
to the meeting with them to assist in the close. It's a form of
on-the-job training.
Initiating long distance sponsoring uses these same two-on-one
dynamics during a three-way conference call between you, your
sponsoring buddy and your prospect. It's critical that you have
a conference call feature on your phone. It's not a very
expensive add-on to your current phone service. And you'll use
your company's Web site as an online product information and
recruiting brochure to support your phone presentation during or
after the fact.
Here's how to do it: Call your warm market friend and let
them know you've started a new business and would like to
explain the products to them. Mention that you'll need 10 to 15
minutes. Even if they're not interested, it will help you
practice your sales presentation. If it's not a convenient
time, set an appointment for later. When you make your appointed
call, tell them your new business trainer is also on the line and
make an introduction. Now your recruiting buddy can handle the
presentation with you, staying silent unless asked to participate.
Either during or after the call, you'll ask your prospect to go
to the company Web site and look at your products and business
information. Most companies allow prospects to enroll online. If
not, faxing an application can work or, if necessary, you can mail
literature and an application.
Even if your prospect makes a positive commitment during the
phone call, you'll need to follow up within one or two days.
Have something new to tell them that they didn't hear the night
before. Begin building enthusiasm again. Start making plans with
them for phone and Internet training, and commit them to the next
national company conference call with a guest.
If they want to think it over, don't be discouraged. When
you talk to them the next day, don't ask if they're ready
to enroll; assume they are. Even after they've enrolled, they
may have second thoughts. That's why you need to contact them
several times over the next week to strengthen their decision and
demonstrate your interest in their success. Long distance
sponsoring will work for you if you work the system.
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| |  LearnMore
Read "Generating
Leads" for more tips on how to recruit people for your MLM
business. | | |
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Michael L. Sheffield is the founder of Sheffield Resource
Network, a full-service multilevel marketing consulting firm in
Tempe, Arizona. He is also the co-founder and chair of the Multi
Level Marketing International Association (MLMIA), whose members
represent companies throughout the world.
The opinions expressed in this column are
those of the author, not of Entrepreneur.com. All answers are
intended to be general in nature, without regard to specific
geographical areas or circumstances, and should only be relied upon
after consulting an appropriate expert, such as an attorney or
accountant.