In order to be
successful in network marketing it is necessary to learn how to define your
target audience. According to Ann Sieg, not everyone can be a network marketer.
Some people do not want to leave their comfort zone; they prefer financial
security over financial freedom. So the main emphasis should be made on these 5
categories of prospects in order to correctly identify your target market. This
will help you wisely use your time – the most valuable resource on earth – and
other resources. If you do not know how to sort prospects, your marketing
efforts might not be effective. Never get tired of learning. Since every
business is about marketing, clearly define you target audience in order to
choose the correct marketing strategy. Here are the 5 main categories of
prospects that I think network marketers deal with:
“Working Bees” is
the term that I use to describe current network marketers – professionals and
paraprofessionals in the MLM field. Do not get discouraged by their expertise
when you meet them. Attraction marketing principles can be something new to
most of them, since they got used to the old school’s marketing techniques and
deep inside they feel that something is wrong, something has to be changed.
These folks are hungry to learn new ways of prospecting. Their business might
be stagnated and needs a new jump-start in the form of attraction marketing
techniques. These “working bees” are looking for fresh flowers with fresh
pollen. They are eager to learn new ideas and teach their downlines implement
them. They must be your top priority, because they are insiders of the
business, they know the ins and outs of MLM and don’t need to learn the basics
unlike newbies.
The next category is
“usedtobe’s” – folks who were disappointed by their network marketing
experience for many reasons and quit. The main reason though why they quit is
the marketing system of the old school which is all about buying leads, cold
calling, bugging friends and relatives, sales pitches, etc. This system is not
affordable for most newbies; it has a lot of major flaws that are very
difficult to remove for an inexperienced network marketer.
Nevertheless this group
of people has a potential of revival. They can be attracted by the new
methodology of marketing – the Web 2.0 – which is affordable, effective and
perspective.
When casting your
net into the pond full of all sorts of prospect fish you should know that the “wannabe’s”
are those that respond to your marketing the fastest. Generally, these people
are looking for an opportunity to make money quickly, easily, and as less
expensive as possible. However, you should test their motives before they join
your team. If they want to make a couple hundred bucks per month, this motive
is very weak to build a serious business and benefit you. They will take a lot
of your personal time to teach them and motivate them to grow. It will not be
easy to do, since these folks are content with the minimum.
The “needabe”
prospects can be considered bi-fold. On the one hand, needs are stronger
motives than wants, so the “needabe’s” might be a better match for your
business opp. The possible goals of making money in MLM for such folks can be
getting out of debt, an extra income for a single parent, desire to improve
life quality, funding for education, etc.
On the other hand,
if a need is short-term, this category of people can become your short-term
team members, unless they start making decent money they can’t afford to give
up. Identify their needs, whether they’re long-term or short-term, and act
accordingly.