Q:
What's the best way to get business leads? I have no problem
retailing my natural health care products, but I need help on
recruiting serious people into my business. What are the top 10
lead generation sources that could help me find these people, and
what do I do when I find them?
A:
This is a challenge for most MLM distributors. When it come to
products, it sounds like you've made a wise choice in your
company selection. This will provide a good foundation for
sponsoring satisfied customers and is the "back door"
approach to a building downline. A satisfied customer will tell
others, and the retailing and sponsoring cycle starts again.
Are you more comfortable turning customers into distributors or
distributors into customers? Before you sink effort and your
precious money into lead development systems, make sure you have a
comfortable recruiting strategy that matches your style and
promotional campaign. Know your products and compensation plan,
understand how to access the company support systems, and enlist
the back-up support of your sponsor. Then you'll be prepared
for sponsoring success. Creating leads without the skills to turn
them into members of your organization is a formula for
disappointment.
Content Continues Below
Now lets take a look at 10 of the top lead development systems
and how you access them cost effectively:
1. Personal acquaintances. These include your friends,
relatives, co-workers and others close to you. Known as your
"warm market," this is usually your first sponsoring
strategy. Your company probably offers a "Who do you
know?" form for listing your personal contacts. Most people
know several hundred people. Create this list for recruits.
2. Referrals from customers and acquaintances. Each
person on your warm list has his or her own warm list of people you
don't know. Their reference will be an "implied
endorsement" of you and your program.
3. Business cards, buttons and brochures. Most companies
offer sales aids that help the cold sponsoring process. If you
owned a store, you would put out your "open for business"
sign at the start of each day. Wear an "open for
business" button promoting your product. Something catchy will
inevitably create interest. If people are bold enough to quiz you
about the button, they're probably outgoing and a great
prospect. Pass out literature with your phone and e-mail, and use
your business cards. Do this consistently. The law of averages says
something has got to happen.
4. Cassette tape or video sponsoring. If your company has
an exciting cost-effective product cassette tape, it can be used in
place of or in addition to a brochure. These are automatic
merchandisers that stimulate people to action. While opportunity
tapes are important, most successful recruiters lead with a good
product tape. Once people appreciate your product offering,
they're more open to the business opportunity.
5. Internet. Having a personal Web site linked to your
company's Web site is becoming mandatory for the successful
distributor. Your Web and e-mail addresses are the technological
version of a business card and brochure. Internet recruiting still
requires some high touch to entice people to view your page.
Because this is of significant interest, I'll address Internet
lead development techniques in detail in a future article. For now,
view it as a support tool and not as an alternative to personal
interaction.
6. MLM trade journal advertising. A well-written and
properly placed ad can generate some good contacts. But don't
expect thousands or even hundreds of inquires. These publications
are read by experienced distributors who see lots of offerings.
Yours must stand out in order to compete. Many publications will
offer you a press release to accompany your ad that will greatly
enhance your inquiries.
7. Ads in local newspapers. Classified ads can pull many
leads if handled properly, and weekly newspapers are usually
inexpensive. You can use this method to drive people to your Web
site as well. But be careful with your investment here. Getting
leads is easy. Converting them into productive parts of your
organization is hard work, but it's a strategy that will get
results as you improve your cold sponsoring and training
skills.
8. Direct-mail lists and fax and e-mail broadcast lists.
There are many mailing list companies with databases that target
specific interests. Creating a good letter offering a free tape or
product sample can generate leads. Always drive them to your Web
site. Get to your prospects even faster by broadcast faxing or
e-mail blasting. There are professional companies that can help you
with this.
9. Card decks. These are group mailings of post cards or
fliers promoting your business or special offer. Free samples or
discounts always work. Write copy that targets the prospects you
really want.
10. Fairs, festivals and trade shows. Go where the people
go. A booth displaying your product offering usually works best to
get attention. Keep in mind you're there to create leads for
new recruits and not just sell products.
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Are you really sure the opportunity you're trying to draw
prospects to is right for you? Check out "Pick And Choose" for the
inside scoop. | | |
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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.