Many of us have one sales message. Because it’s been successful with some of our former clients and associates, we overlook the fact that our single, tried-and-true message falls flat with others.
How many people have you talked to who didn’t move forward with you? If you’re like most people in network marketing, the percentage of people who make a purchase or get involved in the business is much smaller than that of those who don’t.
Nearly every trainer in the profession will tell you that it’s a numbers game. They’ll also tell you to develop a thick skin for rejection and to start looking for the next client or recruit as soon as the one in front of you says “no.” While that’s probably good advice, I also recommend that you work on developing several styles of presenting your offering and making certain you’re using the right one with each person before giving up and moving on.
Rise to the Occasion
One of the most dangerous things that can happen to anyone selling a product or service is to become bored with the presentation. Let’s face it, if you’re serious about the business, you give the presentation daily—possibly several times each day. If you get bored with it, why would anyone else want to hear it? Always remember that even if you’ve given the same presentation 10, 100 or 1,000 times, it’s very likely the first time the other person is hearing it. Don’t you want to rise to that occasion and make a powerful, positive impact on him or her?
As an illustration, how would you feel if, when you fulfilled your dream of seeing the Grand Canyon up close and personal, the park guide—who sees it daily—was deadpan in his or her delivery of the information about this glorious wonder of the world? You’d feel cheated in some way.
The same applies to your presentation about your product, your service and your business opportunity.
Suppose your basic presentation takes about five minutes. Of course, you vary it slightly to fit each prospect’s situation, but basically you give the same presentation to everyone. The style you use might be described as brisk, businesslike and pleasant.
Good. You’ve chosen a style that’s effective 30 to 60 percent of the time—effective in the sense that it allows you to make a sale or get a commitment to meet again, if circumstances are right. But what about the other 40 to 70 percent of prospects who are turned off by brisk, businesslike and pleasant types with their cheerful smiles?
Design and Practice Different Presentation Styles
Some prospects may feel like running the opposite way every time they meet another network marketer who delivers their message in the standard manner. These prospects may send out signals hoping you’ll recognize them and change your tune, but few presenters pick up on them.
Average network marketers have their signal-receiving antennae raised every time they meet new people, though they don’t hear much besides static because they’re thinking too intently about what they’re going to say. Consequently, they miss the signal, plod doggedly ahead with their standard presentations, and soon are saying farewell to someone who might have responded positively if they had truly addressed the person’s needs and interests.
Champions also have their antennae up. Messages come through loud and clear because they’re truly focusing on the other person. They know what they’re there to say much too well to give any thought to it when they’re face-to-face with opportunity. In fact, champions know three versions of what they have to say. Having their minds clear, they easily read their prospect’s signals, go with the version of the presentation that best fits this person’s attitude, and soon have his or her attention, business and commitment to learn more.
Be a champion: design and practice three variations of every aspect of your presentation. You may vary your approach to some degree now, but you’ll enormously increase your ability to fit your words and actions to each prospect if you’ll consciously work at creating triple-headed responses. One phrasing might be slangy or homespun, another might be lofty or long-worded, and one should be clearly stated in standard English.
Each phrasing can be said fast, at medium speed, or slowly. You can speak softly, in normal tones, or with more enthusiasm. Your attitude can be subdued, friendly or direct. That’s eighty-one variations on a single presentation (3 x 3 x 3 x 3 = 81).
How you say it provides another great opportunity to gain interest. I encourage you to develop three moods of delivery:
You can be easy without being careless, and you can be funny without getting hooked on it. I’ve known people who’d rather get a laugh than make a sale. Do some of your laughing on the way to the bank by using humor in business situations to further sales, not to amuse yourself.
Cultivate a relaxed approach that will ease you into closing position with the more informal of your prospects who can’t stand the all-business attitude.
A cordial, alert, matter-of-fact stance gives you the safest start with people you already know who have fickle temperaments and with folks you don’t know yet.
Be prepared to talk quickly and concisely in high pressure situations. Nothing works well here except the facts delivered in short, crisp sentences. No jokes, no flowery phrases, no confusing technicalities. Practice this one and you’ll be surprised how often you’ll use it—and delighted how often you’ll win with it.
Train yourself to think in terms of three: three routes to every treasure, three solutions for every challenge, three chances at every opportunity. If you do this, you can’t fail to multiply your effectiveness, reduce your frustrations and expand your income.
TOM HOPKINS is world-renowned as a master
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