There is a highly effective tool that can solve all of the recruiting problems that a typical network marketer faces when building a business. Unfortunately the majority of network marketers have largely ignored this tool. So what is it?
The amazingly powerful tool to which I'm referring is an ebook! I suspect that you might be feeling a powerful urge to yawn or click away from this article right now but hold on a minute. Those ubiquitous bundles of bits and bytes known as ebooks are responsible for hundreds of millions if not billions of dollars worth of sales each year! Furthermore, all of those sales occur automatically without the need for 3-way calling!
You can harness the automatic selling power of ebooks to build your network marketing or direct sales business. Before I discuss this further, I would like to review the current state of affairs with regard to recruitment in the network marketing industry. Afterwards I will contrast this against an ebook-based recruitment strategy.
I recently gained access to the training site of a successful team in a popular network marketing company. The training site recommended a simple 3 step recruiting system for its members to use. The steps are listened below...
1) Make a list of your warm market (friends, family, coworkers etc.)
2) Pick up the phone and call them
3) Introduce them to the business using one or more marketing tools such as an opportunity call, flash movie, website etc.
4) Initiate a 3-way call with an upline member to close the sale
These are four steps actually. However, I guess they called it a 3 step system because 3 steps sounds better than four steps. Anyway this so called system exemplifies the main problem with network marketing recruiting. This system, which is typical throughout the network marketing industry, is horribly inefficient and is a contributing factor in outrageously high, 95% - 98%, network marking failure rate. I know for a fact that the successful team leaders did not build their business with that system. Here are the problems.
Individuals in ones' warm maybe easy to talk to, but they're not typically good business prospects. After warm markets have been exhausted, a network marketer will be forced to contract strangers. Most people simply do not like to call or contact strangers nor do they possess the confidence and professionalism to persuade a stranger to take a look at a series of marketing presentations. Three-way calling can be difficult to coordinate and it encourages an unhealthy codependence on part the person needing to initiate the 3-way call. The manual and laborious nature of the entire process exposes a network marketer to many pitfalls and stumbling blocks that can have a powerful demoralizing effect leading to failure. The system was designed to cater the masses of people who are assumed to have no interest in learning how to market a business properly. This constitutes a tremendous disservice.
Think for a moment about all of the professionals you deal with on a regular basis - your doctor, lawyer, accountant, car mechanic etc. Did these professionals get your business by calling you up, doing a one-on-one presentation and trying to get you onto a silly 3-way call to convince you to use their services? No of course not. They obtained your business because for one reason or another you sought after them! They positioned themselves in the marketplace in such away that you were attracted to them and wanted to give them your business! This is exactly how network marketers should conduct their business.
To be fair I have to concede that there are people who, through sheer force of will and determination, do have success using the "3 Step System." despite of all its deficiencies. But they are an exception rather than the norm and they work much harder than they have to. Every network marketer should strive to work smarter, not harder. Now in order for network marketers to make sales with ease, their prospects must be convinced of the 3 things.
1) They must understand the business and see the value in it.
2) They must see value in signing up with the particular person who is doing the recruiting
3) They need to know how to achieve success in the business
All of the information needed to understand a business; the value in signing up with a particular person and the exact methodology for achieving success can be bundled with a compelling story in an ebook. Using effective advertising strategies that ebook could be distributed to masses of people and the sales/signups would roll in automatically without having to do a single 3-way call! (Can you tell that I hate the idea of 3-way calling?) Here are the reasons why ebooks are so advantageous.
A well-written ebook brands the author as an authority figure, which translates to leader in the in network marketing industry. The author can share background information and personal opinions both positive and negative that allow the reader to develop familiarity and trust. This is very important because in network marketing, people are attracted to leaders and to individualsthey know, like and trust!
Every single marketing tool offered by a company can be integrated into an ebook and exposed to the reader in a logical progression resulting in the reader being thoroughly educated about the business at their own comfortable pace. No high-pressure sales tactics are needed.
Ebooks are more powerful than websites as an educational tool because people have been conditioned to "click around" haphazardly on websites, which tends to lead to confusion whereas they have been thoroughly trained from the earliest days of formal education to read a book sequentially from beginning to end. Ebooks are also generally perceived to have more implicit and tangible value than websites.
Ebooks present a great way of bypassing the hypersensitive SPAM filters that are the bane of email markers. Autoresponder email messages are a popular method of exposing a reader to an offer multiples times as per marketing studies, which have revealed that 5 to 8 exposures of an offer are necessary to result in a purchase decision. Given a compelling ebook, readers will automatically expose themselves to the offer multiple times. Once an ebook is on a readers computer, that reader will have all the information they need to make a purchase decision without needing additional email correspondence that can potentially be blocked by SPAM filters.
Free advertising is something that every entrepreneur enjoys. Creating an ebook and giving it away for free is an excellent way get lots of free exposure. There are numerous free ebook directories on the Internet in which an ebook can be placed.
How about getting people to pay you to learn about your business opportunity? Sounds pretty sweet right? In the network marketing industry, this is called a funded proposal and an ebook is the perfect tool to accomplish this. The ebook could be sold alone or bundled with assorted bonuses that cost little but add greatly to the perceived value of the ebook. This strategy requires the creation of an effective sales letter in order to work properly. The funds generated by ebook sales can defray or completely eliminate ones advertising costs.
Ebooks can provide another revenue source through the sale of recommended affiliate products or services. So if a reader never enrolls in the primary business recommendation, the author can still enjoy referral income from the affiliate sales.
Now all of these benefits sound wonderful for the network marketer who authors an ebook, but what about the recruits? Do they have to write their own ebook? No, not if they don't want to. For maximum efficacy in Network Marketing, the ebook and the ebook delivery system should be structured in such a way that it can be co-branded with the recruit's information. Thus it will be a team resource and all recruits will enjoy the same benefits as the author.
If you would like to see a real example of an ebook-based recruiting system please refer to the resource box below.
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Ariel Keis is Author of The Autopilot Coastal Profits
Discover How You Can Earn $1,000s Per Week Just by
Giving Away This Ebook!
http://www.AutopilotProfitPlan.com/=========================================
Labels: Ebook, Leads, Network Marketing, Recruiting
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