When you don’t understand the psychology of your prospect and their ‘buying’ motive, you’ll come across as an amateur. The indicators of an amateur are when you see yourself trying to persuade or convince a prospect and tell them all about your product, your comp plan, how great this opportunity is etc. That approach never works and you’ll build resistance from your potential business partner or customer. The intelligent prospects will not believe your hype. And, you want intelligent people in your business. You want to understand your client.
Steven Covey, in the Seven Habits of Highly Effective People, states that , “You want to seek first to understand and then to be understood.”
Remember back to our first post. People act on feelings that come from
beliefs. So to effectively sign up people, you need to understand how
motivation is created in the first place. What motivates you may not
necessarily motivate the people you’re prospecting. So let’s examine the principle on how
motivation is created.
Motivation occurs when people sense an emotional gap between
what people want and what they have. Some refer to this as a person’s pain point. Each of us has a pain point at some level. “I
work too many hours and don’t have time for my family.” “I don’t have the money to pay my bills or
send my kids to college.” “I don’t have the resources to ever retire.” These are pain points.
You may be attempting to motivate someone with money, but
their motivation is time or helping others or caring for someone. You’ve missed
the motivational trigger with that person. In order to be effective, you have to do what
Matt Morris calls, a “Gap Analysis.”
One man said, “I can help anyone get anything he wants. The
problem is I can’t find people who really know what they want!” If you learn the skill of asking clarifying
questions to help a person uncover what it is they really want, then you’ve
opened the door to share how your product or service can accomplish that need
or want. There are three primary questions your prospect has when they look at
your opportunity.
1. Does it work?
People have become skeptical especially as it relates to
Network Marketing, and understandably so.
People want to see proof that
people are actually having success in your company. Have you notices that infomercials typically
spend at least half of the time showing other people who have had success? You
need to arm yourself with stories and testimonials from people similar to your
prospect that have had the success that they would like to have. Facts tell,
stories sell, and it is the success stories within your company that can help
your prospect answer one of their primary questions – “Does it work?” If a person is a stay-at-home mom, do you have
a success story of a stay-at-home mom? The more relatable your story or
testimony, the better.
Talk about the success of your company and paint a vision of
where it’s headed and put it in terms that helps your prospect see how that
could relate to her.
2. Can I Do It?
This question is extremely important. If they see it works for someone else, but
don’t believe they could do it, then there’s very little hope of them joining
you. This is the number one reason
people don’t join you. They don’t believe they can be successful and may be justifying
that from previous failures in other companies. That’s why it’s critically
important to always make your presentations stupid
simple so a brand new person seeing it for the first time can say to
themselves in their mind, “that’s easy… I
can do that!”
The more salesy you
are, the less chance you have of enrolling people who don’t like sales.
However, if you can show an easy, natural way to share your opportunity then
you’re on the right track. This is where
third party information is crucially important.
For instance, “Bob watch how simple it is for me to show
this business to you.” I push play and show a video. Let the video do the work. They can do that! Show a website. They can do that. But if you spout off about
the ingredients of your product and the details of your comp plan, they either can’t or don’t want
to do that! The more you talk, the less they will want to do what you’re doing.
If you’re doing a live presentation, then a good question
you might ask the audience is this. “Can you do what the person who invited you
to this presentation is doing right now?”
The person should be sitting quietly next to them! Yep, they can do that!
Another tip to relieve a prospect’s mind is telling them
this. “You have to promise me one thing. If you decide to join us you have to
promise that you’re not going to go out and become a cheesy salesman!” Great! I can do that!
Matt Morris also says that it is never a lack of time or money that hinders a person from joining
you, it’s always a lack of belief that they can do it and be successful. Tell them, “Julie, you can do this!”
3. Will You Help Me?
Many people have done Network Marketing before, but never got help when they needed it. Others have never tried it and want some assurance that you’ll be available to help when they have questions. You need to be able to tell your new business partner that you’ll walk them through everything step by step and will hold their hand until they feel comfortable. Reassure them that they will give up on themselves long before you'll give up on them.
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