Chapter 1 THE FIRST STEP
THE FIVE GOLDEN RULES FOR SUCCESS
‘Success is a game – the more times you play the more times you win. And the more times you win the more successfully you’ll play.’
RULE # 1 SEE MORE PEOPLE
This is the most important rule. Talk to anyone who will stand still long enough to listen to you. Don’t become a prospecting snob or a card shuffler who tries to psych good prospects out of the deck.
RULE # 2 SEE MORE PEOPLE
Keep calling people. You can be the best presenter in town but if you don’t see enough prospects, you’re out of business. You can be an excellent dresser and have a great personality, but without a significant volume of presentations, you’ll only ever be average. Talk to everyone.
RULE # 3 SEE MORE PEOPLE
Many networkers just bumble along in the business and never reach their potential. They think it’s because of the prospects they didn’t convince. But that’s not true – it’s because of the prospects they didn’t see.
Continually tell your story. If you only obeyed these first three rules, you’d become an outrageous success!
RULE # 4 USE THE LAW OF AVERAGES
The Law of Averages governs the success of every activity in life. It means that if you do the same thing the same way over and over
again, under the same circumstances, it will produce a set of results that will always remain constant.
RECORD YOUR RATIOS
RECORDING AVERAGES AND STATISTICS KEEPS YOU POSITIVE AND ON TRACK
This is the key to sustained motivation and handling of rejection. When your focus is on your averages, the rest doesn’t bother you. You’re motivated to make the next call as soon as possible. Without an understanding of averages you will be motivated by what happens to you next.
HITTING THE BIG TIME
For every 10 prospects who would answer the phone, 5 would agree to an appointment, one wouldn’t keep the appointment, so I would only see 4. Of these 4, 1 could only complete my presentation to 3, one would buy.
YOU ARE IN THE NUMBERS BUSINESS
RULE #5 IMPROVE YOUR AVERAGES
THE LAW OF AVERAGES WILL ALWAYS WORK FOR YOU
Keeping ratios keeps you sane, tells you where you need improvement and shows you how successful you can be. It lets you focus on the activities that get results, not on what happens to you next.
AVERAGES IN A NETWORKING BUSINESS
A typical average in network marketing is10: 6: 3 : 1
Of every ten prospects who listen to your presentation, 6 get excited about it and say they’ll start in the business. Half of these actually get started and one of these 3 becomes successful, one fades into obscurity and the other continues to buy the products. So every 10 times you show the plan you end up with one productive long-term distributor.
HOW LONG DOES IT TAKE YOU TO TALK TO 10 PEOPLE ABOUT THE BUSINESS?
Your answer to this question will determine your growth rate. In the life insurance business, everyone sold a million dollars worth of insurance, it just took some people a lot longer to do it than others. Some took 3 – 5 years to do it while others did it in 1 year, and that’s where the prizes and awards lay. I became so organised in seeing people that I could sell a million every 12 weeks! So it was a planning problem, not a selling problem! Network Marketing is exactly the same. The reason so many Network Marketers fail to achieve lofty levels of success is not because of the prospects they didn’t convince it’s because of the prospects they didn’t see! If you want to double your results immediately, here’s the answer.
SEE NEXT YEAR’S PROSPECTS THIS YEAR
Next year you’ll be calling on new prospects to tell them about the business, right? Well, call them early! See them this year, go and see them now! You don’t have a selling problem. The key is to be highly organised and motivated to talk to as many people as you can. See everyone as soon as possible! Big time success in Networking is not about convincing people – it’s about being organised and disciplined to see as many people as you can – and as soon as possible. Improving your averages is only a learning process.
CHAPTER 2 HOW TO GET TO “YES”
THE FOUR KEYS TECHNIQUE
When you talk about the business, do your prospects believe you?
The short answer is – no. They expect you to try to convince them to make a commitment. They are waiting for you to start selling so
they are likely to be guarded or defensive – regardless of how well you know them. Here’s the problem you face.
PROSPECTS WILL RAISE OBJECTIONS TO ANYTHING YOU SAY
Not because of the validity of what you said but because you said it. If you say it, it’s your idea, not theirs, so prospects feel justified in raising objections. On the other hand
EVERYTHING YOUR PROSPECT TELLS YOU IS TRUE
This is because if they say it, it’s their idea, not yours. This makes the idea acceptable and they feel no urge to raise objections about it.
The technique you are about to discover will enable you to get your prospects to tell you what they really want while you do the listening.
When you say to a prospect, “You will be able to live a lifestyle that gives you everything you want”, he might respond, “But I’m not unhappy with the way I live now.” Chances are that the objection is not even true. He only raised the objection because you made a statement. But if your prospect says exactly the same thing to you, it would be true. For example if your prospect says, “I’d like to improve my lifestyle and have more of the good things in life”, there would be no objection raised because he said it. It was his idea, not yours.
WHEN YOU USE THE “FOUR KEYS” TECHNIQUE YOUR PROSPECT WILL TELL YOU WHAT THEY REALLY WANT WHILE YOU ARE LISTENING
WHY PEOPLE OBJECT?
I once asked a networker how he had fared with a prospect in a recent presentation. He replied, “Not very well – she wasn’t very interested.” I asked him what he meant and he repeated, “I don’t know really – she just wasn’t interested.”
THERE IS NO UNINTERESTED PROSPECT – ONLY UNINTERESTING PRESENTATIONS
What he really meant was that he, the networker, was not very interesting.
You see, when you’re interesting, your prospects will be interested.
THE FOUR KEYS TO THE TREASURE CHEST OF NETWORK MARKETING
1. Melt the ICE
The purpose of this opening stage is to create rapport with your prospects by telling them about yourself and finding out about them. The objective of this key is purely to sell yourself. If a person likes you, there’s a good chance they will like what comes with you. There is little point in showing them the plan if they don’t like you or trust you.
How long do you stay in this stage?
FOR AS LONG AS IT TAKES TO SELL
YOURSELF AND ESTABLISH TRUST
When you have established trust, you’ll get a fair hearing. This is all you want. With some prospects, this can take as little as three or four minutes, while with others, it can take thirty or forty minutes.
2. Find the hot button
Let’s be absolutely dear on what will happen in this stage. Your prospects may become emotionally upset; they may become excited, depressed, concerned or even angry. Not angry with you, but with themselves. There’s no room for complacency in this part of the presentation! When people are complacent about their goals or ambitions, they’ll be complacent in their work habits. You don’t need complacent people in your network. People who have strong emotional reasons for joining, will be motivated to make it work. In this stage, you will learn how to discover the person’s Primary Motivating Factor or PMF. Their PMF is the reason they will want to join your business.
EVERYONE IS MOTIVATED BY ONE OF TWO THINGS TO MAKE A GAIN OR TO AVOID A PAIN
With this key, you’ll see how to uncover their Primary Motivating Factor and how to light a fire under them once you’ve found it. This
is where your prospects tell you what gains they want to make and what pains they want to avoid. This is the most important of the
Four Keys, because your prospects will be verbalising their hopes, dreams and fears.
WHY PEOPLE BUY
Our research has shown that most peoples’ Primary Motivating Factors for joining a Network Marketing organisation are:
When you study this list, you’ll notice that one of the reasons listed was your primary reason for wanting to have a Network Marketing business. There are probably some secondary reasons too, but one reason always takes precedence over the others. This is your Primary Motivating Factor.
While the Primary Motivating Factor is of absolute importance, it’s critical to understand that
NOT EVERYONE’S PRIMARY MOTIVATING
FACTOR FOR JOINING NETWORK MARKETING
IS THE SAME AS YOURS
For example, you might love chocolate ice cream. This doesn’t mean that everyone does. Some people prefer strawberry or caramel. But
if you love chocolate, not only will you find it easy to talk about it, but you’ll also want to share it with everyone, and you would find it
difficult to understand why everyone didn’t like it. Most people do like chocolate ice cream, but it is not necessarily everybody’s
number one choice. Some people are even allergic to it.
Here are the Five Solid Gold Questions.
- What is your number one priority?
- Why did you pick that one?
- Why is that important to you?
- What are the consequences of not having that opportunity?
- Why would that worry you?
Learn these questions, word for word. Don’t get sidetracked when you ask them. it is critical that they are kept in order.
Some networkers prefer to use the ‘curiosity approach’ when they talk to new prospects while others prefer the ‘direct approach’.
THE POWER OF SILENCE
After you ask a question, you must remain completely silent until the prospect completes an answer. Resist all temptation to help them
select their priority, it must be their idea, not yours. They need to tell you why they need to join your business. This is probably the
first time in the prospect’s life that someone has asked such important questions and given him the time to express his own answers.
Even if your prospect has been approached several times previously about Network Marketing, it’s probably the first time someone has
asked questions and then shut up. Your prospect’s answers will also indicate the level of commitment he is likely to make in the
business over the long term.
HOW TO SEPARATE THE SHEEP FROM THE GOATS
The sincerity and depth of the prospects’ answers to the Five Solid Gold Questions will reveal how motivated they could be in the business. If their answers are off-handed, casual or not convincing, then you need to think carefully about whether or not you should be inviting them to join your network. Unless your prospects have a fire in the belly they won’t do much more than complain. If their answers to the Five Solid Gold Questions are weak, you’re better off to look for another prospect. Prospects who give weak responses will be leaners and constantly take up your time. The prospects with priorities and dreams will succeed, even in spite of you.
PROSPECTS WITH PRIORITIES WILL ALWAYS SUCCEED, YOU CAN ONLY HELP SPEED UP THIS PROCESS
Building a Network Marketing business is like planting a garden. You till the soil, fertilise it, keep the weeds out and make sure it is protected from bad weather. But some seeds will grow while others will wither. All you can do is water, fertilise and weed. The strong seeds will grow regardless of you.
if the seeds you plant are weak you will be forever propping them up and hoping they will grow. Don’t fool yourself into believing a weak seed can be encouraged to grow into a strong and beautiful plant. That rarely happens. The real secret is to plant the strong seeds. This is the purpose of the Five Solid Gold Questions, they will test the potential strength of the seed before you plant it.
If a prospect is not strong with his answers to the questions, he could be the wrong prospect. Perhaps the timing is wrong for him. Or he may simply become a purchaser of the products. Sponsor as many prospects as possible but spend most of your time with the strong seeds.
USING THE LIST WITH A GROUP
With a little practice, you will find this step an amazing way to make a presentation to a group of prospects. You can either use a prepared PMF list or you can ask the audience to call out the reasons why people would join a Network Marketing group. With a prepared list you ask someone, “What is your number one priority?” and you’re away! Then repeat the process for a second and third prospect and very quickly you’ll have the entire audience telling you why they want to join the business.
If you prefer to write the list by hand during your presentation, ask each person who volunteered a priority, “Why did you choose that one?” and follow through with all the questions. it’s great fun to have the entire group telling each other why it’s important to join – and you never have to make a statement! All you have to do is nod your head and give encouragement.
3. Press Hot Button
SHOWING THE PLAN
This is where most Network Marketers shine. This is where you demonstrate how your plan is the solution to the hopes, fears and dreams that were uncovered in the second key. Find the Hot Button. Your upline will have shown you a system of presenting the business plan that is proven and gets results.
It’s critical, however, that you understand the next statement
THE BUSINESS PLAN IS ONLY A
SOLUTION TO A PROBLEM, OR
A WAY TO REALISE A DREAM
A solution should make logical sense. But logic only opens the mind. The Five Solid Gold Questions unlock the emotions and motivate
the right prospects to want to find their own solution. When you show only solutions without having first uncovered a person’s Primary Motivating Factor, the prospect is likely to be swept up in the enthusiasm of it all but not be emotionally motivated. That’s why prospects often go cold within a few days.
When you show the plan, use your prospect’s own words in the plan.
For example –
“So this means you can control your own destiny and you would have more time available to spend with your family”
“This means you can retire in the style and comfort you said you wanted.” When you repeat your prospect’s words as you show the business plan, it becomes personal to them. it becomes meaningful and motivational. It’s their ideas and words, not yours.
4. Get a commitment
When you use these techniques exactly as presented, asking your prospect to join you is not a dramatic event. They should be so fired up with their own enthusiasm that getting started in the business is the obvious course of action. Always approach your presentations with the attitude that getting started is the perfectly natural thing to do. Your style should be businesslike but relaxed, as though you do it every day.
The important thing to remember is that when the time is right for your prospects to join the business you must ask them to join.
Be clear, confident and definite and tell them that you want them to join. Today, not tomorrow.
WHY THIS SYSTEM WORKS
The Four Keys system is a proven way for getting to #yes’ so you must stick to the formula to achieve maximum results. Most Network
Marketers that I have met are good in the Melt the ice stage. They’ve learned how to talk with others in a friendly way and build rapport. Most however, do not have an effective ‘Find the Hot Button’ stage, they go straight from ‘Melt the Ice’ to ‘Press the Hot Button’. Even if their presentation of the business plan is an excellent one, the prospects are not necessarily motivated to action because they are not emotionally disturbed.
This is the main reason why so many prospects can become excited by your presentation of the plan but have completely cooled off a day or two later. Some networkers get so carried away with showing the plan that they can sell the idea but then keep talking so much that they buy it back!
The business plan is only the solution to pains your prospects want to avoid or to gains they want to make. There is no point in
showing the plan until you have uncovered a prospect’s Primary Motivating Factor and have him fired up about it.
If you are great at Finding Hot Buttons there’s no need to be overly concerned about Getting a Commitment. When you know how to get prospects emotionally disturbed, they will start looking for their own solutions to their problems.
Find Hot Buttons and press them and building your network will be simple.
CHAPTER 3 SIX STRATEGIC SKILLS FOR POWERFUL PRESENTING
Here are six subtle, but dramatically effective skills that will put potency into your presentations.
SKILL #1 – BRIDGING
Bridging is a technique that keeps the conversation moving and avoids the situation where you might talk too much or your prospect talks too little.
It’s frustrating to think of a brilliant open-ended question and to receive a short answer in reply.
When you use a bridge, do these three things
- Lean forward, palm out.
- Stretch the last letter of the bridge.
- Lean back and shut up.
THE BODY LANGUAGE OF LISTENING
SKILL #2 – THE HEAD NOD TECHNIQUE
There are two powerful uses of the Head Nod technique. Body Language is an outward reflection of inner feelings. If you feel positive, your head will begin to make the nodding gesture as you speak. If you feel neutral and intentionally start nodding your head, you will begin to experience positive feelings. in other words, positive feelings cause the head to nod – and the reverse is also true; nodding the head causes positive feelings.
IF YOU’LL FEEL POSITIVE YOU’LL START NODDING
YOUR HEAD. IF YOUSTART NODDING YOUR HEAD
YOU’LL START TO FEEL POSITIVE
SKILL #3 – MINIMAL ENCOURAGERS
As the other person speaks, encourage him to keep going by using minimal encouragers.
SKILL #4 – HOW TO KEEP EYE CONTROL
Research shows that of the information relayed to a person’s brain in a face-to-face presentation, 87% comes via the eyes, 9% via the ears, and 4% through the other senses.
To maintain maximum eye control, use a pen to point to your presentation and, at the same time, verbalise what your prospect sees. Next, lift the pen away from the visual aid and hold it midway between his eyes and your eyes, and nod your head as you speak.
SKILL #5 – MIRRORING
MONKEY SEE, MONKEY DO
SKILL #6 -PACING
Intonation, voice inflection and speed of speaking also synchronise during the mirroring process to further establish mutual attitudes and build rapport. This is known as ‘pacing’ and it can almost seem as if the two people are singing in tune. You will often see a speaker beating time with his hands while the listener matches the rhythm with head nods. As a relationship grows over time the mirroring of the main body language positions becomes less as each person begins to anticipate the other’s attitudes. Pacing with the other person then becomes the main medium for maintaining rapport.
Never speak at a faster rate than the other person does. Studies reveal that others say they feel ‘pressured’ when someone speaks faster than they do. A person’s speed of speech shows the rate at which their brain can consciously analyse information. Speak at the same rate or slightly slower than the other person and mirror their inflection and intonation. Pacing is critical when making appointments by telephone because the voice is your only medium, so you need to practise.
CHAPTER 4 SIX TREMENDOUS TECHNIQUES FOR MAKING POSITIVE IMPRESSIONS
You’ll never get a second chance to make a first impression.
TECHNIQUE #1 – PALM POWER
The Palm-Up (Illustration A) is a non-threatening gesture and the person being asked to move will not feel threatened by the request. It’s a gesture used since cavemen to show that the person is not holding any weapons.
When your palm is turned to face downwards (Illustration B), you communicate immediate authority. The person you have directed will feel that he has been given an order and may feel antagonistic towards you – especially if he doesn’t feel you have the right to be so assertive.
If you make a presentation and continually use the Palm-Down position you’re likely to suffer rejection from your audience.
In Illustration C the pointed finger becomes a symbolic club with which the speaker figuratively beats his listener into submission. The Pointed Finger is one of the most irritating gestures that a speaker can use, particularly when it beats time with the speaker’s words.
Research into both the Palm-Down and PointedFinger gestures show that listeners rate speakers who use these gestures as more
aggressive, forceful, smug or arrogant and they can recall less of what the speakers said. This is because the listener was judging the
speaker’s attitude and not listening to the information.
If you are a habitual finger-pointer, try practicing the Palm-Up and Palm-Down positions and you’ll find that a combination of these positions can create a more relaxed atmosphere and you’ll have a more positive effect on your audience.
TECHNIQUE #2 – THE HANDSHAKE
Dominance: ‘this person is trying to dominate me. I’d better be cautious’.
Submission: ‘I can dominate this person. He will do what I want.’
Equality: I like this person. We’ll get on well together’.
HOW TO CREATE RAPPORT THROUGH A HANDSHAKE
There are two rules for creating rapport in a handshake – first, hold the palms straight – not dominant or submissive, but equal. This
makes everyone feel comfortable and is non-threatening.
Second, give the same grip pressure that you receive. This can mean that if, for example, you’re being introduced to a group of 10
people, you would probably vary the pressure several times and make several adjustments of the angle of the hands.
TECHNIQUE #3 – LEFT HAND HOLDING
This strategy may seem obvious at first but few people pay it much attention. Practice holding folders, papers, brief cases, purses and drinks in your left hand. We greet each other using our right hand to shake hands and most of us use our right hand to open doors, move a chair or wave goodbye.
TECHNIQUE #4 – SMILE POWER
Humans are the only land animals that draw back the lips to reveal the teeth but do not bite you. Smiling has its origin as an appeasement gesture and is also used by monkeys and chimps to show they are non-threatening.
TECHNIQUE #5 – TERRITORIAL RESPECT
We each carry a bubble of space around our body known as Personal Space. its width depends on population density and what culture the person is from.
TECHNIQUE #6 – DRESS FOR SUCCESS
Clothing covers up to 90% of your body and has a powerful effect on other people’s perception of your trustworthiness, reliability, expertise, authority, social success and business standing.
WHAT IS THE DIFFERENCE BETWEEN A
SINGLE MAN AND A CIRCUS CLOWN?
THE CLOWN KNOWS WHEN HE IS
WEARING FUNNY CLOTHES.
DRESSING LIKE YOUR PROSPECTS WILL MAKE
THEM FEEL COMFORTABLE BUT THEY WON’T
NECESSARILY WANT TO FOLLOW YOU
CHAPTER 5 BODY LANGUAGE –
HOW TO READ THE SIGNS.
Our original Body Language research and the countless other studies that have since followed show that, in face-to-face presentations, the impact your message has on your listeners is as follows:
Words 7% – 10% of total impact
Vocal 20% – 30% of total impact
Body Language 60% – 80% of total impact