| Chapter 3. Sale Strategy Why do Cold Contacts Work |
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| Автор: Юрий | |||
| 01.09.2009 18:17 | |||
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The golden rule of a master is to teach and to offer only things you checked on practice yourself. One of the leaders before offering his organization to set cold contacts decided to try this method himself because before this he worked at warm market only. He got to work thoroughly: he took a few sheets of paper, drew 50 tables on them. There were 10 columns in each table with 3 cells in every column. He went outdoors with his drafts, came up to people and asked: “Do you want to get information about the products of the company?”. If a person said “no” he put a tick in the first cell and went to another person. When someone said “Yes” he gave him a booklet and asked to study it, till he would come back to him. In such case he put a tick in the second cell. By the time he filled in 50 columns, there were already 5-7 people, studying the booklets. He came up to them and asked what interested them, put a tick in the third cell, exchanged contact information and appointed new meetings. For a three-month work (and I always insist that the results should be estimated at least in three months, because during the first months run of experience and technologies takes place, the ability to correctly tune psychologically up) he summed up and drew the conclusion that averagely one day of work using cold contacts brought orders for 150-300 USD, taking in consideration that he made up 500 contacts a day (50 tables for 10 people). Every day but for one day-off in a week he worked at cold market. So, from my own experience and experience of other leaders I know for sure: cold contacts work. A logical question appears, how? There are 2 principles of sale strategy. The first can be called “training of the consumption culture of a current type of products in a consumer”. This approach is good for a circle of acquaintance. A lot of people live around us and each of them uses certain means of care, prefer certain foodstuffs, depending on his/her own experience and taste. Hardly a person who is going to buy ketchup in the shop will buy the first one he can see at the counter, he will look for the one he likes. Offering him a new commodity we will inevitably face with vigilance at the best. There are people who easily experiment, who take an interest in novelties, but there are people who got used to keep to the checked. My father is the bright example. Having become a partner of one of the company I brought home shaving foam, showed it to my father, explained how to use it and left it on a dressing table in the bathroom. But my father, as a true conservative, declared that nothing better than soap and shaving brush had been invented for shaving yet. That was the way his father and grandfather did, and he would do the same way. I did not insist, every man to his taste, and used the foam myself. Some time later there occurred circumstances when I had to travel a lot, to work with organizations in different cities, and finally moved to Kiev for several months. How surprised I was when my father called me and said that he had run out of shaving foam! How come! Noone but me used it! It turned out that my father decided to try it once, than one more time and began to use it constantly. A habit forms gradually. A person first observes then tries and continues observing, and after that, having enough information, dares to buy. In the companies which deal with health products, a habit forms in such a way: an adviser invites a person and says that they have an excellent drink on the offer (energetic or soothing), but the person resists because thirst can be perfectly stilled by “Lipton”. But distributor insists, treats, even though an acquaintance affirms that there are no perceptible improvements and the drink costs more than habitual “Lipton”. In a while an adviser pours him some more tea. And one day an acquaintance comes himself and asks for the tea he drank the previous time, to relieve a headache, gradually clearing up that the drink helps him. First he was concerned, kept an eye on the adviser and understood that the tea could not only bring pleasure but help as well, because adviser’s complexion improved and he was full of energy for the whole day. Being convinced in the usefulness, the person started to observe himself after taking the product, and in a certain time decided that he should buy the tea. Wireheads call it “to addict”. “To addict” is a good technique but it works only in the case if you can see a person quite often. For cold contacts the second principle is topical - to find a ready consumer, who already knows, likes and is ready to buy products, but because of any reason does not know where it is sold (let’s remember a story about a girl who asked people’s opinion about the company). It is the so-called “consumer secret” Let’s imagine such a situation. There are 100 people who have become members of the company today. During the first month of work they follow sponsor’s advice, work, some people are more active, others less, they show products, tell about it, offer it to their acquaintances, neighbors, relatives, in a word carry out the duty of an adviser, advancing the good on the market. By the end of the first month work enthusiasm of a certain part of people becomes less and they do less. They stop at a narrow circle of consumers or stop working at all, losing their interest for network marketing. As the result about 30 people remain active partners of the company by the end of the year. The question is: who is going to serve those people whom ex-advisers implanted love for products, those who took products and got used to it. Who is going to supply them with products when they run out of it? Sure they will become the customers of people remained in the company. That is because we know about so many cases when people interviewed 30 men for half an hour and suddenly the 25th or 30th person after the phrase “Hello, I am a representative of such company” exclaims: “How great I’ve met you! I love your products so much, but my adviser is not dealing with it any more. And I have been looking for you so long!”. Dear readers, none pays our customers for asking everyone “Do you work for such company?” They live their own life, and would certainly like to find a person they could buy the products. Because of many other things which they must think and care in life, they will not purposefully look for you. And when we go out and start talking about the company someone answers, others not, someone respond negatively, but among these people ALWAYS THERE ARE PEOPLE who already know, LIKE THE VERY PRODUCTS AND ARE READY TO BUY, but do not know who sells it. Practice.. Let’s call this practice “Interview”. Make a table for 30-50 people: Interview 1. Are you familiar with the company ________? 2. Have you used company’s products _______? 3. Are you familiar with company’s possibilities ________? Name №1 №2 №3 Phone number Comments 1. 2. 3. 4. 5. In case of positive answers it is advisable to ask additional questions, and to mark the answers in the column “Comments”. For example, “Have you used the products?” – “Yes” – “What have you used, what did you like?”. Fill in the whole table, interviewing the planned number of people. Established contacts should be considered if people answered your questions.
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