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INTERNET-GENERATED LEADS

Although the prospects may not be as targeted as ones you might find by advertising in a trade journal, business magazine, or newspaper, working with leads generated over the Internet is very cost-effective.

With the Internet, unlike more traditional media, you can buy a specified number of prospects, which enables you to schedule and plan your work more efficiently. Again, it’s a good idea to be using at least two or three ROMs, but by incorporating this method, you know you’ll at least be sure to connect with a certain number of people each week—guaranteed. (As long as you make your calls!)

Working in the cold market, and particularly with Internet-generated leads, there are two key elements that make the process work: (1) making a personal connection with your prospects and then (2) qualifying them to the next stage, which may consist of getting them information to review on a web site, through a conference (by phone or online), or by snail mail (sending a brochure, CD, or personal letter), or a combination of these things.

Remember, with the people you’re calling you have no credibility going in. They don’t know you and in many cases have never heard of the company you represent. Many people have had some sort of experience or contact with other network marketing businesses, often less than successful, so you may have to overcome their skepticism.

The majority of people are actually quite friendly and personable, though . . . with the occasional curmudgeon thrown into the mix just to keep you on your toes.

Your initial call to a cold-market Internet prospect should contain certain basic elements.

Brief Script

You should have a concise script that gives an overview of the company and the business you are presenting. Keep this part very brief—one to two minutes maximum! Longer than that, and you’re likely to wear out your welcome.

There are two critical reasons you want to keep this first call brief: first, you need to qualify them and move on to your next prospect; and second, from the moment they pick up the phone, you are also training them. You want to plant the seed in the prospect’s mind that this first call is simple, straightforward, and uncomplicated—in other words, that it’s something they could imagine doing easily themselves.

Benefits

In your script, make sure to include a clear statement of what’s in it for them.

Think about what got you excited and write that into your script.

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First, Connect

Before you even begin with your script or tell them about the company, you want to connect with them. This is best done by asking questions and getting to know them a bit. If you’re not a natural schmoozer, prepare some basic questions that will break the ice and help you establish a bit of rapport. You don’t need their life story. Remember, you’re keeping this call brief.

My partner and I have worked with all sorts of connecting questions over the years. The very best, most effective question we’ve found is this:

“John, if I might ask—tell me where you are in the process of looking for a business: are you casually browsing, or seriously looking?”

This question is very simple and nonthreatening, and it will often get the other person talking and cutting right to the chase. More often than not, people will respond by telling you not just whether they’re casually browsing or seriously looking but why. This allows you to step directly into how your opportunity can work for them.

If they give you a simple, short answer (for example, “casually browsing”), you can follow up with, “Well, tell me, what are you doing now? Are you looking for something to supplement a current income?” Engage them in a little conversation and you’ll be able to get a sense of what they’re like.

Remember, you are the interviewer—the CEO for your own company talking to a potential candidate for a very important position building your future and theirs. So be bold. Be polite and respectful, but don’t be afraid to ask some serious questions. You’ll be surprised at how forthcoming people will be if you give them the opportunity. It gives you a chance to size them up, and it also gives you the chance to connect on a personal level, which opens them up to hear your message. When they can sense you’re for real, they attach that credibility to the company you are presenting.

Next, tell them you want to give them the nutshell version of your business, and if there’s a fit you’ll get them more information. This is where your short oneto two-minute overview comes in.

Have Them Grade Themselves

After you’ve finished with your brief presentation, say:

“John, from the little bit you’ve heard, where do you see yourself on a scale of 1 to 10, 1 being ‘no interest’ and 10 being ‘excited to learn more’?”

If they’re under a 5, tell them that’s really not enough interest to pursue this any further, thank them for their time, and dial another number.

If they are a 5 or 6, ask them if they have any questions that might raise their interest level a point or two.

If they are a 7 or above, take the next step.

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The Next Step

Don’t go any further into your business at this point; instead, ask them when they would like you to call them back. This way you get their personal commitment to set a time with you.

If you’re using a web site or e-mail delivery for your follow-up information, then this appointment should be within the next 48 hours. If you use snail mail for your information package, you’ll have to allow a few more days.

Set the appointment and confirm it by reading it back to them. Ask for alternative phone numbers, such as a cell phone.

Be Impeccable in Your Follow-Up

Impeccable follow-up is key to recruiting in the cold market, so keep track of your appointments and follow up exactly when you say you will. This is one of the most critical aspects of cold-market prospects; it is also exactly where a lot of people drop the ball. Remember, when you first speak with a cold-market prospect, you start out with a credibility level of zero. Your fol- low-up is their first opportunity to judge your reliability. Doing what you say you will do will make an impression on your prospect. Even if your fol- low-up call results in having to reschedule, your keeping your commitment on a consistent basis will impress them (even if they are not overtly aware of it) and it consistently sends the message that you will be a supportive, reliable business partner.

Sometimes it may take as many as 10 calls before your prospect makes a decision, and that’s not a bad thing. During that time, a lot of bonding and connection take place. By that final phone call, they have come to feel as if they know you. (They do!) And if you’ve done what you said you would each and every time, they’ve come to know you as someone they can count on.

Some of these aspects of communication can seem very subtle. Don’t be fooled. In a business of duplication, they are powerful—and critical. Other methods you use will follow a similar process once you get the person on the phone.

ADVERTISING

Although they are expensive in some markets, working with newspaper, magazine, and radio ads can be a very effective way to build your business. Generally, the larger the city, the costlier the ad will be. There are some ways to get prime space for less money, and I’ll cover those briefly. Most network

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marketers who use print ads run classified newspaper ads, since they are less expensive than display (larger boxed) ads. Think of your classified ad as a headline—and as with your telephone presentation, always make that headline about what’s in it for them. If you are at a loss for ideas, pick up a local newspaper or business magazine, go to the classifieds, and see what catches your eye. Use or adapt some of that language in your ad.

Most magazines have a deadline two to three months in advance of issue date, so these purchases need to be planned in advance. Here’s a littleknown advantage this schedule creates: When they are getting close to deadline and still have unsold space, you may be able to purchase some of that space at a discounted rate. Simply call the magazine and ask them, “Do you ever sell remnant space?” Find out when their deadlines are and call back at that time of the month to see what is available.

Radio stations will also sell time for less as it gets closer to airtime for various programs. If you have a recorded ad prepared that they can listen to right away, they may sell you space very inexpensively. After all, once the time slot has passed on a certain show, it’s gone forever. Some revenue is better than none at all. Sometimes the more popular shows are booked months in advance and in certain markets remnant space just doesn’t exist—but call around. We’ve had some great success running ads during drive time (commute time) in both the United States and Canada.

One of the great things about radio ads is that you gain instant credibility when your ad runs on a show people listen to regularly. It’s almost as if the host is endorsing you, especially if you get the host to read your copy. This can works wonders for the response you’ll get.

THE LONG HAUL

The thing to remember about these types of more traditional advertising is that it often takes multiple placements, while you test and retest and retest yet again, before you find something that pulls well for you. Also, most people need to see something multiple times before they take action. Multiple placements establish credibility in their minds. If they see an ad over and over, they start to gain the sense that you wouldn’t continue paying for it unless it was working and that what you’re offering is legitimate and viable.

This takes commitment of both time and money. You need to be clear going in that this ad campaign is probably not going to be a rapid process.

Can it be worth it? Absolutely.

Once you have taken that time and care and have found the copy and formula that works for you, you can leverage it by running it in multiple markets at once. If you have the budget for it, this strategy can produce great results.