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A good automated system will walk prospect through following steps:
1. Attention: I have found that best way to catch attention is to reduce flashiness of presentation. The best attention grabbing tool is a very well written introduction abut YOU, marketer.
2. Interest: Maintain prospects interest by providing something with which they can relate. Claims of riches tend to alienate most qualified prospects who are not interested in hype…they are interested in content. Your system needs to provide strong content which allows prospect feel that they know you a little.
3. Education: The prospect should learned something new. Some actual valuable information that makes them understand that you have a legitimate business opportunity. Education regarding Network Marketing would be best because it can help you pre-qualify your prospect and eliminate that “pyramid” objection.
4. Desire: By end of presentation, your prospect should want more information from you. If your system gives away to much information, prospect will have no reason to speak with you again.
This is where most people drop ball, especially when using automated systems. Most people think that their on-line system is going to do recruiting for them.
I have seen many times when a marketer considers flash presentation on their company website to be their entire automated prospecting system. The problem with this is that company website gives away entire story and rarely leaves prospect in a state of desire. The prospect can make a final decision without ever having to get to know marketer. This puts company, product, or compensation plan in forefront of prospect’s mind, instead of exciting potential of Network Marketing business itself.
A strong automated prospecting system is just that…a prospecting system, not a recruiting system. We can not exclude personal relationship building from Network Marketing equation. Which brings us to second requirement for success in Network Marketing…training.
Training is perhaps most neglected part of our business. Rule number one is that you should never ever lead with your company, your product or your compensation plan...the reason is very simple...NO ONE CARES!!! Here's why...
When you lead with your business, your products, your opportunity or your comp plan, you are talking about what is important to YOU, not to prospect. They might listen to you out of courtesy or respect for you, and you might sign up a few people along way, but your chances of building a solid business in manner are slim because this approach is not “duplicateable” by most people.
In order for prospecting process to be effective, you really must build a relationship with your prospect before you introduce your company. This can be done using a combination of your automated system and personal follow-up.
Network Marketing success requires that you deploy a balance of properly designed automation, and training on how to develop a personal relationship with prospect.
If automated system is properly designed, and training is effective in teaching basics, then average person can do exceptionally well in Network Marketing.
Steve Lowell is president of SJ Lowell Inc. in Ottawa, Ontario Canada; a business consulting firm and founder of The MLM Executive Round Table at www.MLMRoundTable.com. Contact by email at firstname.lastname@example.org or go to www.SteveLowell.com