Do you know who your prospect is? Moreover, do you know who your IDEAL prospect is? Most people in network marketing don’t have a clue who their prospects are. And because they don’t know who their prospects are, they never attract the right people to them.
The reason most of us networkers don’t know our prospects is because we haven’t taken the time to listen and understand who they are. We never shine the spotlight on the prospect because we’re too busy shining the spotlight on ourselves, our product and our opportunity.
As distributors, we’ve forgotten what it’s like to be a prospect. We tend to “vomit” all over them with our offer, like this: “We’ve got this awesome super juice that will cure cancer, make your hair grow back, your arms and legs grow back. We’ve got this super comp plan that pays out more money than you put in and our superstar space commander upline leader earns a million bucks a month!”
And we wonder why people say no and run away… As marketers, we ALL must learn this: People don’t buy products. People buy BENEFITS. There is very little point in shining a big yellow spotlight on a product or opportunity.
So where are you pointing the spotlight? Have you considered who your ideal prospect is? Do you have a mental picture of who he is (a prospect “avatar”, if you like)? Here are some questions that you can use to help you build your prospect avatar.
- What is his age?
- Is he married?
- What does he do for a living?
- How many hours a week does he work?
- Does he like his job?
- How many children does he have?
- What does he want from life?
- What are his biggest dreams and goals?
- What are his biggest fears and frustrations?
- Why is he looking at a home business?
Answering these questions may take you back to when you made the decision to become a network marketer. Remember, you too were your sponsor’s prospect, but you were at least able to see beyond all the hype and hooplah. (Or you had a good sponsor who knew what it’s like to be prospect).
Think about this… Did you sign up because you thought “Oh man, I’ve just been waiting my whole life to be a distributor for Company XYZ so I can share it’s great products that can grow amputated limbs back with all sorts of people I’ve never even met!” ?? Of course not.
And none of your prospects have been waiting their whole lives to do that either. So what did you sign up for? You signed up because you were absolutely sick-to-death of not being in control of your own life!
You signed up because you worked six to seven days a week, 10 to 12 hours a day. When you came home you were absolutely exhausted, but at least it was bedtime for the kids so you didn’t have to play with them for too long. You had to give your boss 6 weeks notice if you just wanted to take a day off, so you had to anticipate when you were going to get sick or plan the exact date of your best friend’s funeral.
And after working 12 hours day, 7 days a week, 52 a year you’re still barely making the monthly mortgage payments. You knew if you kept going you would burn out. You would never see your kids growing up and you wouldn’t be able to provide them with the opportunities they deserved. And you would never be happy with your life.
That’s why you signed up for your MLM, because it was an opportunity for you to take your life back and own your life!
In your marketing, you must connect with the part of the your prospect that’s desperate for change, the part that’s sick of the current reality, because this is far more important than any glitzy product or compensation plan.
Lead with the long term benefits of your program and you will own your life. Put the spotlight on you, the product, the company and you will be peddling for a long time to come.
To your MLM success,
Wayne Wu
P.S. I would love your input! If you have an opinion that would contribute to this discussion, please leave me a comment below.
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