Launch Date: May 23, 2001
Present # of subscribers: 27,550
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Thought of the Day
Article 1: Follow Up or Die!
Letters
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As long as you know what it is you desire, then by simply
affirming that it is yours - firmly and positively, with no
ifs, buts, or maybes - over and over again, from the minute
you arise in the morning until the time you go to sleep at
night, and as many times during the day as your work or
activities permit, you will be drawn to those people, places,
and events that will bring your desires to you.
Scott Reed
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Presented by Fred Raley
It took me more than three years to learn why I had been successful and also
why I had been failing so bad in MLM.
It all boiled down to one thing: My ability and determination to follow up with
prospects and with new distributors after they signed up!
Why so long to do a "duh" you might ask? Very simple! My mentors did
not know it or use it either! This is part of the reason that MLM has a 95% or
so "failure" rate. People do not understand marketing and thus the
strategic importance of following up on prospects.
Read this statistic about the importance of following up from an association of
professional salesmen, the National Sales Executive Association. Their
statistics show that the most sales by far are made from the 5th through the
12th contact! Here is the data they have compiled about on which contact sales
are made:
2% of sales are made on the 1st contact
3% of sales are made on the 2nd contact
5% of sales are made on the 3rd contact
10% of sales are made on the 4th contact
80% of sales are made on the 5th-12th contact
Why do I mention "sales", you ask? "I'm in MLM and we don't make
sales, we just educate prospects, point them to the info, etc" Don't kid
yourself!!! You are selling yourself, your company's products, and your company
or you are not having any success in MLM. Sales is not a dirty word; it is what
we do to convince prospects that they need our product, company, or services.
Sales is exactly what you do in MLM if you are successful. Don't let anyone tell
you otherwise.
Realizing that, don't you think it would be good to go out and learn how to be a
good salesman? LEAP is providing that for you right now, so listen up. Like in
any education process, it is good to go out and READ more about what successful
people do in your chosen field to make the success they have. People like Tom
Hopkins, Zig Ziglar, Jim Rohn, A.L. Williams and others are all expert salesmen
who are now in the training mode of helping others understand the techniques
that got them where they are today.
So, back to the statistics of the National Sales Executive Association. 80% of
all sales are made from the 5th through the 12th contact! Wow! Are you beginning
to see why your sign up rate is so low?
Here is another example of why repeated exposure is so important. How many times
a day do you see or hear about Coca-Cola or McDonalds or Pepsi? I know there is
a statistic somewhere on this but I'm betting it's in the dozens or higher per
merchandiser. You hear Coke ads, you see them on billboards, you see them in
magazines, on TV, on radio, and on and on.
Why? You already know you like Coke. You already know where to buy it. You
already know the cost or nearly so. Why does Coke pay millions per month in
advertising costs?
One reason: To keep Coke on your mind as often as possible so you will be more
likely to crave it and therefore buy it. They want you to think of Coke as often
as humanly possible!
You should consider marketing your products or services to your prospects the
same way. It's war out there where everyone is vying for part of the consumer's
mind. You don't have to play dirty to win but you MUST play the game HARD
consistently, persistently and with the utmost determination to succeed.
That means getting your message in front of the prospect repeatedly over the
course of time from your initial introduction to him until he tells you to stop
sending information. This may seem drastic, but who will be sending your
prospect information if you are not?
Guaranteed it will be someone else who will be there when the time is right for
the prospect and you will have lost a sale because you failed to continually
stay in the prospect's face.
"I don't have the time to do that!" you say.
"YOU MUST", I say!
You can either do it manually with pencil and paper records. Or, you can do it
with some sort of database reminder system. Or with a folder system either
manual or electronic. Or, you can let technology do it for you!
I vote for letting technology do it for me! One system that I use takes my
prospect from the initial "Send Info" request to six or more
follow-ups! All automatically. That's right! Automatically, out of my hands. The
system just lets me know who requested info and when and it does the rest for
me.
Another system I have does similar things but personalizes the emails and adds
an "excitement" factor to stimulate the prospect to come back for more
info.
The result: Prospects call or email me; "I'm ready to enroll"
My upliners think I'm a master recruiter. WRONG! I'm a master educator and use
systems to do it for me. I could never find all the time and organization to
follow-up with hundreds of prospects like automated systems can.
All I did was write the initial copy of the outgoing emails (actually, my
upliners wrote the second set) and load them up into the system and told it how
far apart to space the emails.
BUT! Don't think technology will do it all for you. You can close another 20% or
more of your contacts with personal contact. People buy "You" as much
as they buy a product or service. Personal contact makes you into a real person
instead of a simple email address or Fax-On-Demand piece of paper. See Wayne's
recent training emails for more info on this subject (LeapPowerTeamNews forum at
OneList.com).
I most highly recommend calling your prospects. I don't care if you are good on
the phone or not. Don't try to "sell" anything on the phone, don't
make up a canned pitch like some insurance salesman or mortgage broker. Just
strike up a conversation and see what concerns they have. Answer their concern(s)
if you can or promise to get back to them via phone, fax or email with an
answer. Always be polite and honest and you will be amazed at how many folks
respond positively to you.
Finally, you MUST have a good message, good product, good prices and a better
deal than everyone else your consumer has seen. If you follow up religiously
with crummy messages, poor grammar, writing that is not client-centered and
benefit-focused, you will NOT see more sales no matter how many times you follow
up. A lot of that "better deal" is YOU too, but your written message
must be powerful and totally client-centered. If you are not a good writer, find
a seasoned copywriter to help you work up the hard-hitting pieces you will need.
So, what are the rules here?
1. Follow up from 5 to 12 times to get in that 80% bracket.
2. Let technology do the follow up for you.
3. Call your prospects on the phone and make a friend.
4. Use client-centered, benefit-focused copy to get your message across.
By the way, depending on what you are selling in products or services, almost
everyone is a potential customer, if not now, then in the future. Do you think
it makes sense to keep in contact with them? If you said YES, you are right!
How can you do that without pitching them on your product they don't want or
need now? Start a periodic ezine and follow up weekly with useful information!
Remember; the fortune is in the follow up. Your accountant will love you if you
do follow up. You will be out of business if you don't.
THE QUICKEST EASIEST WAY TO FOLLOW UP ONLINE IS WITH THE USE OF AUTORESPONDERS.
WITHOUT QUESTION THE MOST PROFESSIONAL AUTO RESPONDER SYSTEM IN THE WORLD CAN BE
FOUND HERE.
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IMReporter's Editor
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